Catur Sugiarto

Brands use influencers to approach their target market and promote their products. When influencers advertise and recommend cosmetic products, their followers are more likely to believe they are high-quality and safe. This study aims to determine whether advertising value affects purchase intention through attitude toward ads and brand attitude as mediator variables. Respondents in this study were Instagram users in Indonesia who had seen Ayana Jihye Moon’s advertising posts for Wardah products on Instagram. Data were collected through an online questionnaire from 312 respondents. This study uses a quantitative method and SEM-PLS. The results indicate a significant relationship between advertising value, purchase intention, attitude toward ads, and brand image. The findings also show that attitude toward ads and brand attitude significantly influence each other and purchase intention. The mediation test shows that the attitude toward the ad and brand attitude variables partially mediate. It means that the higher advertising value can increase favorable consumer attitudes toward ads, products, or brands. The more elevated the attitude of Instagram users toward influencer advertisements that appear on ads, the higher the attitude of Instagram users toward the brand.

Type of the article: Research Article

Abstract
Indonesia, with its position as the world’s largest Muslim-majority country, still shows a striking paradox: conventional banks remain dominant, while the market share of Sharia banks is stuck at 7.83% by the end of 2023. To address this issue, this study examines the role of compliance, Islamic financial literacy (IFL), skepticism, attitude, and religiosity in shaping Muslim consumers’ intention to adopt Sharia banking. The target population was Muslim individuals aged 17 years and above who had not yet opened an account in a Sharia bank, as they represent potential adopters. Data were gathered through an online survey conducted from July to August 2023, involving 210 respondents, with the majority being female (60%), aged 17-25 years (41%), and already employed (70%). Using Partial Least Squares Structural Equation Modeling (SmartPLS 3.0), the findings reveal that perceived Sharia compliance directly increases intention (β = 0.114; p < 0.01) and reduces skepticism (β = –0.556; p < 0.001). IFL does not directly influence intention (β = 0.053; p = 0.134), but it lowers skepticism (β = –0.225; p < 0.01). Skepticism erodes positive attitudes (β = –0.412; p < 0.001), while attitude emerges as the strongest predictor of intention (β = 0.795; p < 0.001). Religiosity further strengthens the link between IFL and intention (β = 0.089; p < 0.01). These findings highlight that authentic Sharia compliance and positive consumer attitudes play a more decisive role than IFL, with religiosity serving as a key factor in shaping decisions to adopt Sharia banking.