Airlangga Journal of Innovation Management

Influence of Viral Marketing, Celebrity Endorsement, and Brand Awareness on Purchase Decision of Specs in Sidoarjo

Muhamad Vicky Saifudin — 2025-06-28

This study aims to analyze the influence of viral marketing, celebrity endorsement, and brand awareness on purchasing decisions for Specs products in Sidoarjo. The development of digital technology and the high number of social media users in Indonesia open up great opportunities for companies to utilize digital marketing strategies. Specs, as one of the local sports shoe brands, faces tight competition with similar brands such as Eagle and League, so it requires an effective marketing strategy to maintain its market share. This study uses a quantitative approach with a survey method through a questionnaire to 100 respondents who use Specs products in Sidoarjo. The data analysis technique used is Partial Least Squares (PLS) to test the validity, reliability, and direct influence of the three independent variables on purchasing decisions. The results of the study show that viral marketing, celebrity endorsement, and brand awareness have a positive and significant influence on purchasing decisions. Viral marketing through social media is able to create interest and encourage purchasing decisions. Celebrity endorsement contributes to forming trust and product appeal through relevant public figures. Brand awareness makes it easier for consumers to recognize and remember products, thus encouraging purchasing actions. This study provides strategic implications for local companies in increasing the effectiveness of promotions in the digital era.

Analyzing Failure Risks in Clean Water Distribution Networks Using the Failure Mode and Effect Analysis (FMEA)

Ahmad Shalihin — 2025-06-28

Reliable provision of clean water is is a major challenge in managing public infrastructure, particularly in areas with rapid population growth and complex geography. One of the clean water service unit in Padang Sidempuan City faces obstacles in water transmission and distribution, including pipe damage due to aging infrastructure, non-standard materials, ineffective gravity-based systems, and limited raw water sources. This study aims to identify and analyze these inhibiting factors using the Failure Mode and Effects Analysis (FMEA) method. Data were collected through field observations, interviews with technical personnel, and review of operational documents, then analyzed by calculating the Risk Priority Number (RPN) to determine repair priorities. The findings reveal the highest RPN of 720, in areas with elevation issues, where gravity flow fails to maintain sufficient pressure posing the greatest operational risk. The second most critical issue involves failure of water flow due to elevation and inadequate pressurization, with an RPN of 630, highlighting the gravity system’s limitations. Pipe damage, mainly from high internal pressure and poor maintenance, scored an RPN of 560, marking it as another high-priority issue. Based on these findings, this study recommends upgrading the system by installing mechanical pressure devices (booster pumps), replacing pipes with standard-compliant materials, and exploring alternative water sources These improvements are essential for reducing system vulnerability and improving service reliability. The results underscore that applying FMEA systematically is a practical approach for prioritizing technical interventions and enhancing the overall performance of regional clean water supply systems.

The Influence of Islamic Branding and Culture on Sunan Ampel Purchasing Decisions: Positive Emotions as Mediator

Moch. Fahmi Syehfuddin — 2025-06-28

This study aims to analyze the effect of Islamic Branding and Culture on purchasing decisions in Sunan Ampel religious tourism in Surabaya, with positive emotions as a mediating variable. This study uses a quantitative approach with an accidental sampling technique, which is sampling based on chance, where anyone who accidentally meets the researcher and meets the criteria as a respondent will be sampled. This study involved 130 respondents who were Sunan Ampel Surabaya religious tourism visitors. Data collection was done through online questionnaires, and data analysis was carried out using SmartPLS 4 software to test the relationship between the variables studied. The results showed that Islamic Branding positively and significantly influences visitor purchasing decisions. In addition, Culture has also been proven to have a significant positive influence on purchasing decisions. This study also found that consumers' positive emotions can significantly mediate the effect of Islamic Branding on purchasing decisions. However, different results were found on the culture variable, where positive emotions did not significantly mediate the influence of Culture on purchasing decisions. This finding shows the important role of emotions in strengthening the influence of Islamic Branding, but does not apply equally in cultural contexts. This research has implications for the development of Islamic Branding and Culture in influencing Purchasing Decisions with the role of Positive Emotions, especially in the development of existing marketing theories. The results of this study can also be a guideline or rationale for consumers in making purchasing decisions related to Islamic Branding and Culture.

The Influence of Trust and Transaction Security on Interest in Using The QRIS Payment System

Alya Putri Nabila — 2025-06-28

This study aims to determine the effect of trust and transaction security on interest in using the QRIS payment system (study on QRIS users in Bandung City). The development of technology and payment systems today has encouraged innovations, including the use of QRIS as an increasingly popular digital payment method. In this case, understanding the interaction between trust, security, and interest in use is very important. This study uses quantitative methods with a population of QRIS users in Bandung City. The sample was taken by purposive sampling by distributing questionnaires to 200 respondents. Data collection was done through a questionnaire with a five-point Likert scale. Data analysis includes validity, reliability, descriptive statistics, classical assumptions, multiple linear regression, hypothesis testing, and coefficient of determination testing. The results showed that the research instruments were valid and reliable. There is a strong correlation between trust variables and security variables on interest in using, with a contribution of 41.8%. This observation shows that trust and security have a positive and significant influence on interest in using the QRIS payment system in Bandung City. The managerial implications of the results of this study suggest that digital payment service providers, such as banks and financial technology companies, should prioritize improving the security and systems that users trust. This can be done by increasing information transparency, educating about digital transaction security, and strengthening consumer data protection systems. These steps will increase user interest and loyalty to QRIS payment systems and encourage wider adoption of QRIS in society.

The Effect of Financial Performance on The Share Price of The Indonesian Sharia Stock Index 2019 - 2024

Keenan M Razak — 2025-06-28

The purpose of this research was to determine the return on capital, company growth, company size, and profitability on firm value. The quantitative method used meets the principles of systematicity, rationality, and scientific objectivity. This study makes it easier for investors to evaluate a Sharia company in Indonesia. Annual financial statements and stock price data are the secondary data used. Statistical software is used to perform multiple linear regression analysis. Data analysis uses multiple regression test analysis tools. This study selected 20 Islamic companies with the largest market capitalization among other companies listed on the Indonesian Sharia Stock Index (ISSI), as shown in the ISSI data in 2025. This research is based on the assumption that companies with large market capitalization have a significant influence on market dynamics and provide a more accurate picture of the relationship between Islamic and conventional businesses. Financial ratios such as Return on Assets (ROA), Return on Equity (ROE), Debt to Equity Ratio (DER), and Current Ratio (CR) are the independent variables in this study, and the annual stock price of each company is the dependent variable. The results show that ROA and DER greatly affect stock prices. The results show that investors in the stock market are more willing to invest.

The QRIS Effect: What Truly Motivates MSMEs to Go Digital?

Kinkan Wandana Ayu Fauziah — 2025-06-28

QRIS is now usable in several countries through partnerships,enabling Rupiah-based transactions abroad. This study aims to determine the analysis of the effect of QRIS fees, transaction security, service benefits and ease, and use on interest in using QRIS in buying and selling transactions for MSMEs in Indonesia. This study uses primary data obtained from the collection method on a questionnaire with sampling by purposive sampling method. The questionnaire was randomly distributed online to MSMEs in Indonesia. The questionnaire contains items that need to be completed and sent using the google forms platform. As much as 100 data samples tested with data analysis using the Structural Equation Model (SEM) method through the Partial Least Squares (PLS) approach by conducting a convergent validity test, a discriminant validity test, a reliability test, a determination coefficient test (R²), and a path coefficient test. The results showed that QRIS fees, transaction security, service benefits and ease, and use simultaneously had positive and significant effects on interest in using QRIS in buying and selling transactions for MSMEs in Indonesia. Bank Indonesia needs to pay attention to these factors in the broader implementation of QRIS. It needs more promotion to introduce the benefits of QRIS usage for Indonesian MSMEs. This research provides help to policymakers develop QRIS.

A Systems Approach to Understanding the Carbon Emission Pathways and Economic Benefits of Tempeh SMEs Supply Chain in West Java

Fadil Abdullah — 2025-06-28

This study aims to identify and map the tempeh industry's supply chain to understand the economic pathway and carbon emissions. The research method uses a system-based approach with the output of a causal loop diagram that explores the dynamic relationship between variables in the small and medium scale tempeh industry supply chain. The results showed that the potential of the small and medium-scale tempeh industry in West Java is very high, especially in contributing to the economic value of the surrounding community. However, this potential has challenges regarding raw material procurement, where dependence on imported soybean raw material supplies makes the economic value for MSEs or the surrounding community not too large. This is due to the efficiency in the procurement of local soybeans and the inadequate stock of local soybean resilience to meet the needs of tempeh production in West Java’s supply chain. The findings also show that the longer the supply chain, the smaller the profitability and create more environmental impacts related to the carbon emissions generated. This study recommends a policy meeting to cut and streamline, and prioritize local soybeans and increase local soybean resilience stocks to better benefit tempeh SMEs in gaining profitability and minimizing the impact of carbon footprint risks, so that business and industrial activities are more sustainable.

Integration of Kansei Engineering and Design Thinking for Mobile UI/UX Development in Manufacturing

Adam Izzuddin — 2025-06-28

The increasing digitalization of the manufacturing industry has encouraged companies to develop mobile applications that can optimize operational and administrative processes. However, limited studies have specifically addressed integrating emotional and functional aspects in designing user interfaces (UI) and user experiences (UX) for mobile applications in the manufacturing context. This study aims to develop a mobile application UI/UX design that aligns with users' emotional preferences and usability needs across three departments: logistics, maintenance, and production. The research integrates the Kansei Engineering method and Design Thinking framework through five stages: empathize, define, ideate, prototype, and test. In the empathize stage, in-depth interviews and empathy mapping were conducted to capture user needs, utilizing a qualitative approach to gain deep insights into users’ emotional preferences. The ideate phase utilized Kansei Engineering Type I and factor analysis to classify emotional preferences (Kansei words) into two design modes: professional and simple. Quantitative analysis using Partial Least Squares (PLS) Regression was applied to map emotional preferences with design elements. Prototypes were developed based on these mappings and evaluated through usability testing, using metrics such as completion rate, time on task, error rate, and PSSUQ (Post-Study System Usability Questionnaire). The results show that the professional concept design performed better in usability and user satisfaction. This research provides a practical framework for integrating emotional and functional needs into UI/UX design, combining qualitative and quantitative methods, and offers insights for future digital application development in the manufacturing industry.

Analyzing Product Quality, Price, Promotion, and Service Quality Impact on Consumer Satisfaction: Es Teh Indonesia Bogor

Abdullah Haidar — 2025-06-28

This study aims to determine the extent to which product quality, price, promotion, and service quality significantly influence customer satisfaction at Es Teh Indonesia in Bogor. A total of 430 respondents participated in this study, with questionnaires distributed using a non-probability sampling technique in a descriptive quantitative research design. Data were analyzed using SPSS 29 software, applying multiple linear regression with an error value of α = 0.05. The results indicate that (1) customer satisfaction is positively and significantly influenced by product quality, (2) price significantly and favorably affects customer satisfaction, (3) promotion significantly and positively impacts customer satisfaction, and (4) service quality also has a positive and significant impact on customer satisfaction. Furthermore, the study finds that product quality, price, promotion, and service quality collectively have a positive and significant influence on customer satisfaction at Es Teh Indonesia in Bogor. These findings underscore the importance of each marketing element in fostering customer loyalty and satisfaction. The research has significant implications for Es Teh Indonesia’s strategy to enhance its product offerings, improve service quality, and design effective promotional campaigns. These results can guide the company's marketing practices to achieve a competitive advantage in the local beverage market

Empowering Students with Entrepreneurial Skills and Alternative Income through Guppy Cultivation in the P2MW Program

Muhammad Khoiril Amirudin — 2025-06-28

Entrepreneurial skills are crucial for the younger generation's adaptation to the creative economy. Higher education has a strategic role in producing graduates capable of innovative businesses. The Student Entrepreneurship Development Program (P2MW) aims to strengthen the campus entrepreneurial ecosystem through coaching, mentoring, and training. However, research specifically evaluating P2MW's role in developing student business skills in economically promising sectors like guppy farming is limited. This study examines P2MW's effectiveness in improving entrepreneurial skills among PGRI Delta University students in guppy farming, including technical, managerial, income, impact, and challenges. Using a qualitative case study with interviews, observation, and document analysis of three student participants, the research found that P2MW significantly enhanced entrepreneurial skills, technical knowledge, sustainable income, and economic independence. Results show substantial increases in sales (148%), revenue (134.93%), and guppy variants (500%) through effective hybrid marketing and financial management. The program successfully integrated technical and managerial aspects, creating a replicable business model and sustainable income. This study enriches practice-based entrepreneurship education literature and offers a model for higher education, with potential for replication in other agribusinesses and providing practical program development recommendations. Further research with more participants and longer tracking is suggested.

Redenomination: A Critical Review of Islamic Economics Based on Maqashid Sharia

Nurah Badrus Soleh — 2025-06-28

Redenomination is the process of reducing the nominal value or digits of a particular currency, either paper currency or coins, without reducing its intrinsic value. One of the reasons a country implements a redenomination policy is the high inflation. However, inflation is not the primary reason for Indonesia to implement redenomination. The main goals are currency simplification, financial data recording efficiency, improving regional competitiveness, and enhancing the dignity of the rupiah. This research aims to examine the policy of rupiah currency redenomination through the lens of Islamic economics grounded in the principles of maqashid sharia, to determine whether the policy contributes to public benefit or poses potential risks to society and the national economy. The result of this study indicates that redenomination is not prohibited in Islamic economic law. There are three outcomes following the implementation of redenomination: 1) the redenomination could be successful; 2) redenomination could fail due to insufficient preparation; 3) redenomination may fail even with optimal preparation. Regardless of the potential outcomes, the implementation of redenomination necessitates thorough preparations to ensure the expected benefits are realized. Otherwise, it may risk damaging the five essential elements of maqashid sharia. This study uses a qualitative descriptive method utilizing literature-based analysis.

Enhancing Financial Independence of Micro and Small Enterprises Fostered by BMT Dana Mentari Muhammadiyah in Purwokerto

Siti Rukoyah — 2025-06-28

Baitul Maal wat Tamwil (BMT), as a sharia microfinance institution, plays an important role in enhancing the financial independence of Micro and small enterprises (MSEs). Common problems faced by these business actors include limited access to capital, minimal business assistance, and low understanding of financial management and marketing strategies. This study aims to explore how BMT Dana Mentari Muhammadiyah Purwokerto Karangwangkal strives to increase the financial independence of its members from the MSE sector. This study uses a qualitative descriptive approach (field research) with data collection techniques through interviews, direct observation, and documentation involving BMT administrators and members. The results of the study show that BMT's efforts to increase financial independence are carried out through three main programs: providing sharia-based financing, routine visits (silaturahmi) for business assistance and monitoring, and the "Fostering the Main Family" program which focuses on financial literacy training, digital marketing, and increasing sales. The strategies implemented include providing savings books for financial management, outreach financial services, personal assistance to improve skills, and education on independent financial decision-making. This study concludes that the combination of programs and strategies is effective in supporting members' financial independence. The implications of this study confirm that a sharia-based approach and family strengthening are relevant and sustainable empowerment models for micro-enterprises. From a managerial perspective, BMTs are advised to expand the scope of training and strengthen periodic evaluation of program impact.