Alkasb: Journal of Islamic Economics

Comparison of the influence of influencer marketing and affiliate marketing on digital consumer purchasing decisions

Wilda Tul Uluf — 2025-12-27

This research conducts a comparative analysis of how influencer marketing and affiliate marketing impact digital consumer purchasing behavior in today's social media-dominated landscape. As digital technologies advance and social media usage grows exponentially, businesses are increasingly adopting these platform-based marketing approaches to engage target audiences. Employing qualitative methodology through systematic literature review (SLR), the study examines secondary data from academic publications and relevant sources. Findings reveal that influencer marketing demonstrates greater effectiveness in establishing consumer trust and emotional connections, leveraging influencers' perceived credibility and personal rapport with their audience. Conversely, affiliate marketing proves more efficient in driving direct conversions while maintaining cost-effectiveness through its incentive-based structure. Each approach offers distinct advantages that can be strategically deployed based on specific market segments and product characteristics. The study emphasizes the need for flexible, integrated digital marketing strategies, proposing synergistic implementation of both methods. These insights equip businesses with valuable guidance for formulating marketing policies that harness the complementary strengths of both strategies to enhance competitiveness in the global digital marketplace.

The halal economy as a strategic driver of sustainable agricultural development in Bulgaria

Daniel Petrov — 2025-12-31

The study examines the institutional and market readiness of Bulgarian agricultural producers to adopt halal certification within the framework of the Islamic moral economy and the European Union’s sustainability agenda. The growing global demand for halal products has positioned certification as a key driver of ethical and environmentally responsible production; however, in Bulgaria, the absence of a legal framework and national certification authority remains a significant barrier. The research employs a mixed-method approach, combining SWOT analysis of macroeconomic and institutional conditions with a quantitative survey of 126 agricultural holdings proportionally distributed across six NUTS-2 regions. The data were analyzed using Principal Component Analysis (PCA) to identify the underlying determinants of readiness. The results show strong market motivation and environmental compatibility but low institutional trust due to regulatory uncertainty. Three main factors—(1) institutional trust and awareness, (2) market motivation and orientation, and (3) sustainability and ethics—shape the readiness of producers to engage in halal certification. The findings indicate that while Bulgaria possesses favorable geographic, structural, and ecological advantages, the successful integration into the halal economy depends on coordinated institutional efforts, improved policy design, and enhanced stakeholder awareness. The study recommends establishing a national halal certification authority and integrating halal standards into sustainable agricultural programs to strengthen competitiveness and export potential.

The Influence of product quality on halal cosmetics purchase decisions: Examining the mediating effects of Islamic branding and halal awareness

Maksum — 2026-01-05

This study examines how product quality influences halal cosmetics purchase decisions among religiously educated Muslim consumers and investigates the moderating roles of Islamic branding and halal awareness—a theoretical relationship underexplored in faith-based marketing literature. Using PLS-SEM analysis, data from 95 female Islamic boarding school students (santriwati) in East Java, Indonesia were analyzed through structured questionnaires measuring product quality, Islamic branding, halal awareness, and purchase decisions. Product quality significantly influences purchase decisions (β=0.446, p<0.001). Islamic branding functions as a significant mediator (β=0.402, p=0.001), amplifying quality's effect. Unexpectedly, halal awareness shows direct effects (β=0.374, p=0.009) but no mediation, suggesting it operates as an independent driver rather than contextual enhancer. The model explains 66.0% of variance. This study challenges conventional assumptions by demonstrating that halal awareness operates independently rather than mediating quality evaluations, contributing novel insights to Islamic marketing theory and Muslim consumer behavior. Manufacturers should prioritize authentic quality while deploying Islamic branding strategically. Marketing to educated Muslim consumers requires demonstrable integration of functional excellence with sharia compliance.

The dynamics of the scavenger profession: Economic motivation, social integration, and sustainability

Umarul Faruq — 2026-01-14

Indonesia’s waste management crisis, being one of the world’s largest contributors of solid waste, highlights the strategic importance of the informal sector, particularly scavengers, who supply more than 80% of recyclable materials yet continue to face social stigma and systemic marginalization. This study examines the motivation and sustainability of the scavenger profession at the Angsanah Landfill (TPA) in Pamekasan, a distinctive context where scavengers experience full social integration without discrimination. Guided by Rational Choice Theory and Economic Behavior Theory, this research adopts a qualitative phenomenological approach. Data were collected through in-depth interviews with seven active scavengers, landfill managers, and village authorities, supported by field observation and documentation. The findings show that scavengers choose this occupation based on rational economic considerations; the prospect of relatively high earnings (up to IDR 2.8 million per month), low entry barriers, and flexible working hours. Socially, they benefit from strong community integration and the absence of negative stigma, which contrasts sharply with conditions commonly reported in major urban landfills. Despite these advantages, the long-term sustainability of the profession is threatened by increasing upstream waste-sorting initiatives, which significantly reduce the volume of recyclable waste that reaches the landfill. The study calls for policy interventions aimed at formalizing scavenger organizations through cooperatives, strengthening social protection, and integrating scavengers into circular economy frameworks, while considering the unique socio-cultural context of local communities to ensure inclusive and sustainable waste governance.