Dr. Afif Zaerofi

Dr. Afif Zaerofi

Pusat Studi Fintech Syariah

Peneliti LPPM Tazkia




Pengabdian Masyarakat


Tanggal Publikasi: 1 Okt 2023

Analysis of The Factors That Influence The Perceptions of Culinary Business Owners Regarding Intention to Register For Halal Certificates

Indonesia Law No. 33 of 2014 concerning Halal Assurance requires that by 2019 halal certification should be effectively implemented for food and beverage products, as well as service products related to both. Out of the 1.6 million micro, small, and medium enterprises (MSMEs), only 10 percent have been halal certified. This study aims to analyze the factors that influence the perceptions of culinary business owners regarding intention to register for halal certificates. Theory of Planned Behavior will be modified and implemented in preparing the frameworks of the dependent-independent variables. Using partial least square method, 200 sample of culinary producers -owners and managers- in Bogor were studied. Intention of producers is found to be significantly influenced by trust. Trust is also found to be sensitive to functional factor and subjective norm. Trust is also found to be determining attitude, together with functional factor and perceived behavioral norms. Trust is also significant in mediating the effect of perceived behavioral norms to intention, and also in mediating the effect of subjective norm to intention.The population of this study is the MSMEs culinary producers in Great Bogor Area, West Java, Indonesia. Only the respective owners and managers of the responding businesses were the main respondent. Similar research should be done for other types of halal product in order to generalize the results.This research modify TPB in setting the framework of determinants for halal certification intention. Variables added to the original TPB framework are trust and functional factor.This result concludes that trust is crucial in the effort to increase the number of halal certified products in Bogor. The halal certification authorities would have basis to review their policies, procedures, and technical guidelines for halal certification process. This study could be extended in terms of object and other potential determinant variables. Literatures related to halal certification has limited exposure to producers’ motivation for halal certification


Tanggal Publikasi: 22 Apr 2024


This study was aimed at analyzing the effect of Sale promotion, website quality, and positive emotion on impulsive buying among Shopee application users. The population in this study were users of the shopee application in Bogor. The purposive sampling technique was used in this study with a total of 150 respondents. The obtained data ware analyzed using the multiple linear regression analysis technique through SPSS software. This study evidenced that 1). Sales promotion negatively affects impulse buying. 2). Website quality positively affects impulse buying. 3). positive emotion positively affects impulse buying. 4). Sales promotion, website quality and positive emotion have a simultaneously affect on impulsive buying on Shopee application users.


Tanggal Publikasi: 31 Mar 2024

Pengaruh Ekuitas Merek Dan Citra Merek Terhadap Minat Beli dalam Perspektif Pemasaran Islam

This study aims to analyze the influence of brand equity and brand image on consumer purchase intention in the context of Islamic marketing, with halal awareness as a moderating variable. The research focuses on a case study of the "Kopi Kenangan" bubble tea brand in Kendari City. The research employs an explanatory approach with a quantitative methodology. This study aims to analyze the influence of brand equity and brand image on consumer purchase intention in the context of Islamic marketing, with halal awareness as a moderating variable. The research focuses on a case study of the "Kopi Kenangan" bubble tea brand in Kendari City. The research employs an explanatory approach with a quantitative methodology. Data were collected through a questionnaire distributed via Google Form using a Likert scale, and the sample was obtained using purposive sampling technique, and analyzed using Structural Equation Model Partial Least Square (SEM-PLS). The results of the study show a positive influence between brand equity and brand image on consumer purchase intention. Halal awareness plays a role as a moderating variable that strengthens the relationship between brand equity and purchase intention but does not moderate the relationship between brand image and purchase intention. These findings are expected to provide additional insights into the factors influencing consumer behavior in the context of Islamic marketing, especially in the case of Kopi Kenangan bubble tea in Kendari City.


Tanggal Publikasi: 31 Mar 2024

Peran Asuransi Syariah dalam Membangun Rantai Nilai Halal

This study aims to analyze whether Islamic insurance can influence Halal Value Chain planning in Indonesia. This study combines qualitative methods and descriptive statistics by interviewing 10 practitioners and academics regarding how Islamic insurance can build a halal value chain. Then the results of the interview will be processed using the NVivo-12 software. According to the findings, practically every halal value chain cluster, including those in the food and beverage industry, halal tourism, fashion, cosmetics, and leisure media, needs sharia insurance to grow. This is so that, in the event of an unfathomable loss, Sharia insurance can ensure the continuation of Sharia-based businesses. To expand Indonesia's halal business internationally, a Sharia insurance development strategy must be created. The Penta Helix collaboration, which links academia, government, communities, business people, and the media, is one of these initiatives.


Tanggal Publikasi: 26 Mar 2024

The Influence of Marketing Mix on Purchasing Decisions On E-Commerce Live Streaming Platforms

This study aims to examine the influence of marketing mix (product, price,

promotion, people, and process on purchasing decisions on E-commerce Live

streaming platforms such as Shopee Live and Tiktok Live. The population of

this study is consumers in Indonesia who have shopped through Live

streaming commerce. The type of research used is quantitative research. Data

analysis techniques using Structural Equation Modeling (SEM) and data

processing using Partial Least Square (PLS) analysis with Smart PLS 3.2.9

applications. The research sample was 252 respondents, data were obtained

using questionnaires with a Likert scale of 1-6. The results showed that price,

promotion and people had a positive and significant effect on purchasing

decisions. While products and processes do not have a significant effect on

purchasing decisions in live streaming commerce.


Tanggal Publikasi: 19 Mar 2024

The Impact of Customer Experience and Electronic Word of Mouth on Brand Trust

This research aims to find out whether there is an influence of customer experience and electronic word of mouth (E-WoM) on brand trust of local skincare products of Z- Generation living in Jakarta, Bogor, Depok, Tangerang and Bekasi (Jabodetabek). This research uses a descriptive quantitative approach. To collect the data, a questionnaire is distributed to a total of 145 skincare products users. To analyse the data, multiple linear regression analysis is employed. This research shows that customer experience and E-WoM have a positive significant effect on Brand Trust both partially amd simultinously.


Tanggal Publikasi: 1 Des 2023

Analisis Strategi Pemsaran pada Perusahaan Jasa Travel Haji dan Umrah di Era New Normal

The growth of Umrah and Hajj travel business before the COVID-19 pandemic significantly incfreased. The COVID-19 pandemic caused Umrah and Hajj travel companies to experience losses. The new normal policy after the pandemic allows Umrah and Hajj travel companies to reopen their businesses. However, companies need to implement appropriate marketing strategies to maximize their profits. The goal of this research is to analyze the external and internal factors of X Tour & Travel, as well as the strategies usedto increase the sales of umrah and hajj packages in the new normal era.The methods used were SWOT analysis, CPM, and QSPM.Research has shown that increased public enthusiasm for performing umrah and hajj is a primary opportunity for X Tour & Travel. Thethreat factors for X Tour & Travel include the lack of significant solutions from governments when policies change, high levels of business competition, and Saudi Arabia's unstable regulations in the new normal era. According to the QSPM matrix, the strategies that X Tour & Travel can implement include utilizing pilgrims' testimonies and endorsements on social media to provide insight to the public about umrah according to the sunnah, using various media and developing affordable umrah packages to cater toa wider community. 


Tanggal Publikasi: 31 Agt 2023


Startups have an important role in economic development, but they also have a high failure rate. A business incubator is an institution that aims to help startups with services and resources to facilitate their development. However, currently there is no business incubator that specifically specializes in developing sharia startups. This study has objectives to (1) describe the structure of the incubation model in the current business incubator, (2) identify the needs of startups in developing their business from the sharia side and (3) propose the development of an incubation model for the right business incubator for sharia startups. Methods of data analysis in this research using a qualitative study where business incubators and sharia startups are interviewed about the incubation process model and the business needs of sharia startups. The results of this study are (1) the three incubation models of the three business incubators consist of a process that is divided into 3 stages, namely pre-incubation, incubation, and post-incubation, but the three business models are not suitable for developing a sharia startup business. Startups hope to participate in a business incubation program that supports their business in terms of sharia. (2) The results of research on startup needs in developing their business found that 50% of startups need knowledge of sharia muamalah fiqh knowledge principles, 25% of startups need digital branding training according to sharia, 50% of startups need networking and mentoring with mentors who have experience and expertise in the field. sharia sector and the most dominant is 75% startups need access to sharia business funding. (3) Therefore, the results of the last study, the researchers developed an incubation model based on the needs of sharia startups which have differences in the general/conventional incubation model, namely the addition of sharia-based activities at each stage. In the pre-incubation stage, namely the selection process for sharia-based startups, introduction to sharia economics and sharia digital training capabilities. In the incubation stage, namely knowledge of sharia muamalah fiqh, networking and mentoring with mentors who have experience and expertise in the field of sharia and character training of Muslim entrepreneurs. In the post-incubation stage, namely access to sharia business funding and a network of Muslim entrepreneurs.


Tanggal Publikasi: 17 Feb 2023

The Analysis of Small Medium Enterprise’s Sukuk Investment Intention Through Financial Technology Securities Crowdfunding

The study is aimed at examining the determinants of retail investor to invest in small medium enterprise’s (SME) sukuk through Fintech Securities Crowdfunding (SCF) using the extended theory of planned behaviour (TPB). The cluster random sampling was applied and survey was conducted by distributing online questionairre to retail investors who already invested through SCF in Indonesia officially licensed by the OJK (Authority of Financial Services). The data of 218 respondent were analysed using SmartPLS 3.2.9. The result suggested that attitude, subjective norm and perceived behaviour control were statistically found significant to intention to invest in SME’s sukuk. The result also showed that other variables observed, knowledge, religious factor and risk & return have positively significant impact on attitude toward SME’s sukuk


Tanggal Publikasi: 1 Jun 2020

Chronological Analysis of Brand Trust: A Construct Proposition

The purpose of this study is two-fold: 1) to identify the conceptual development of brand trust and 2) to propose the construct of brand trust. To help with this issue, more than twenty papers discussing the concepts of brand trust are selected and examined. The papers are chronologically analysed according to decades. A descriptive qualitative approach is used in this research. Through literature investigation it is found that although sources have various conceptualisations, they refer to the same or a similar feelings: confidence, belief, reliability, and security. However, further analysis suggests the conceptualisation of brand trust has been evolving chronologically and can be categorised into three phases: before 1990, between 1991 and 2010, and after 2011. This study contributes to the conceptualisation of brand trust through a historical (chronological) approach. It is evidence that a constructed conceptualisation of brand trust is a time-specific reflection


Tanggal Publikasi: 1 Des 2021


This study is aimed at determining the effect implementation of viral marketing on consumer’s trust through Instagram and their impact on consumer’s trust and purchasing decision by consumers in buying halal food. This study uses quantitative approach and survey method. Population of this study was 1.653 students of IAI Tazkia Bogor with 175 students who have an account and have made purchasing through Instagram as samples. To analyze the data, path analysis is used with the help of SPSS 16.00 for windows program. The result of this study suggests that viral marketing has positive and significant impact on both internal and external consumer’s trust. Interestingly, viral marketing, internal and external consumer’s trust simultaneously also have a significat impact on purchasing decision.


Tanggal Publikasi: 1 Jan 2022


This study investigates the characteristics of Islamic Consumer Behavior (ICB) articles published in the Scopus-indexed journals between the years 2001 and 2020. The data was collected from Scopus-indexed and Conference articles between the years 2001 and 2020. To obtain the data, publish and perish application was employed. The articles were filtered by using the keyword “Islamic Consumer Behavior”. This study was descriptive and quantitative in nature and used the bibliometric approach. To analyze the data, the VOSviewer software was employed. During 20 years, 142 articles on Islamic consumer behavior were published. The number of publications fluctuated; it increased significantly in 2012, decreased from 10 to 30% between 2013 and 2018 but almost doubled in 2019 and 2020. Based on co-occurrence analysis of 47 keywords in 142 publications, it is evident that there are 5 clusters with the keywords; 1). product, 2). religiosity, 3). model, 4). intention, and 5). value as the most frequent keywords in each cluster. It is also found that between the years 2016 and 2018, there was a shift in the topics from theory and model in 2016, customer relationship in 2017, and loyalty and halal product in 2018. Journal of Islamic Marketing was found to be the dominant publisher on Islamic consumer behaviors with 56 articles Amin was the most productive and impactful author.


Tanggal Publikasi: 5 Mar 2023

Trust and Purchase Intention Model of Muslim Z-Generation Consumers on E-Commerces (B2C) in Indonesia

Indonesia is one of the countries with the highest number of online buyers. One of the potential target markets of e-commerce (B2C) is Z generation, a group of young people who spend most of their time accessing information from websites, including e-commerce. This study aimed to find out the effect of trust and purchasing intention model in the context of online shopping. This study used Structural Equating Modeling (SEM) approach. The sampling technique employed was convenience random sampling with a total of 300 respondents. This study found that perceived trust significantly impacts on purchase intention. Interestingly, perceived risk have negative effect on perceived trust while other variables, namely, product description, perceived site quality, enduring and sitational involvement have a positively effect on perceived trust


Tanggal Publikasi: 14 Okt 2022


The objective of this research is aimed at analyzing the impact of sharia compliance and service quality on the loyalty of Islamic bank customers in Bogor regency with religiosity as mediating variable. This study is quantitative in nature. By using stratified random sampling, there are 277 respondents as the research sample. Structural Equation Modeling (SEM) is approached to analize the data. The results of this research find that sharia compliance and religiosity partially impact on the loyalty but interestingly service quality has no significat influence on it. Furthermore, it is found that religiosity significantly mediates the influence of sharia compliance on the loyalty but does not mediate the impact of service quality on the customer loyalty.


Tanggal Publikasi: 24 Jan 2023


Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorsement dan iklan istagram terhadap minat pembelian. Penelitian ini menggunakan pendekatan kuantitatif. Teknik pengambilan sampel menggunakan

purposive sampling dengan menyebarkan kuesioner kepada 100 pengguna istagram. Data dianalisis dengan regresi linear berganda. Penelitian ini menemukan celebrity endorsement dan iklan istagram berpengaruh positif signifikan terhadap minat pembelian baik secara parsial maupun simultan