Halal Lifestyle Memediasi Influencer Dan Citra Merek Terhadap Niat Beli Hijab Lafiye

Authors

  • Icha Rahmalia Universitas Negeri Surabaya
  • Khusnul Fikriyah Universitas Negeri Surabaya

DOI:

https://doi.org/10.30829/ajei.v1i1.24906

Keywords:

Influencer, Citra Merek, Niat Beli, Gaya Hidup Halal

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh influencer dan citra merek terhadap niat beli hijab Lafiye melalui halal lifestyle sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif dengan data primer yang dikumpulkan melalui kuesioner online. Sampel diambil dengan teknik purposive sampling sebanyak 175 responden, dan data dianalisis menggunakan Structural Equation Modeling-Partial Least Square (SEM-PLS) melalui software SmartPLS 4. Hasil penelitian menunjukkan bahwa influencer dan citra merek berpengaruh signifikan secara langsung terhadap niat beli. Selain itu, influencer dan citra merek juga berpengaruh signifikan terhadap halal lifestyle. Temuan lain menunjukkan bahwa halal lifestyle mampu memediasi pengaruh influencer dan citra merek terhadap niat beli, sehingga dapat disimpulkan bahwa penguatan nilai-nilai halal melalui citra merek dan promosi oleh influencer berperan penting dalam meningkatkan niat beli konsumen terhadap produk hijab Lafiye.

Author Biographies

Icha Rahmalia, Universitas Negeri Surabaya

Program Studi Ekonomi Islam, Fakultas Ekonomika dan Bisnis, Universitas Negeri Surabaya

Khusnul Fikriyah, Universitas Negeri Surabaya

Program Studi Ekonomi Islam, Fakultas Ekonomika dan Bisnis, Universitas Negeri Surabaya

Downloads

Published

2025-06-30

Issue

Jurnal At-Tawassuth | Vol. X | No. 1 | 2025

Section

Articles

License

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.