The Influence of Islamic Content on Instagram Through Product Attractiveness Towards Corporate Image

Ruvira Arindita, Kussusanti Kussusanti, Nursalsa Arifah


Moslem fashion trend followed by the advancement of information technology in the past years have enabled hijab online business to flourish. Persuasive communication with followers via Instagram is crucial. Moreover, competition among hijab online shops encouraged brands to build corporate image so that they look good for the public. The article aimed to know the influence of persuasive communication on the Islamic content of Hijab Online Shop’s Instagram account influence corporate image with moderation of product attractiveness. This study uses quantitative method with positivism paradigm. The theory used is functional theory, product attractiveness and corporate image. The population of this research is followers of the three hijab online shops that are the most active in terms of posting the Islamic content: @vanillahijab, @alezalabel and @hijup. The sampling method was conducted purposively, with the total sample 100 people. The result indicates that there is influence of persuasive communication in Islamic content of hijab online shop’s Instagram account towards the corporate image and the influence increases as product attractiveness increases. Knowledge as part of persuasive communication is the most influential aspect among other persuasive communication elements. Other than that, product attractiveness remained as supportive factor in building corporate image.


Islamic Content; Product Attractiveness; Corporate Image

Full Text:



Aisyah, S., Raudatun, S., Purba, S., Kharianti, F., & Siagian, M. (2023). Pemanfaatan Aplikasi TikTok Shop Sebagai Media Promosi Terhadap UMKM Toko Hijab Abiee Hijab di MMTC. JNB: Jurnal Nusantara Bakti, 1(1), 10–20.

Armiah, A. (2023). The Influence of Motivation for Sharing GenZ Islamic Content on Social Media. Mediator: Jurnal Komunikasi, 16(1), 57–71.

Athia, P. (2013). Narrative Study of Emotion Marketing: The Uses of Twitter At @Hijup. Journal of Business and Management, 9(2), 62–73.

Calesta, K. (2018). Daftar Online Shop Hijab & Modest Wear Terbaik 2018. Cosmopolitan.Co.Id.

Chang, H. J. (julie), Michael O’Boyle, Anderson, R. C., & Suttikun, C. (2016). An fMRI study of advertising appeals and their relationship to product attr...: Multimedia University Library Integrated Access (MULiA). Journal of Consumer BehaviourWiley Online Library, 15(2016), 538–548.

Damayanti, S. I. (2014). Perkembangan Desain Busana Muslim Dalam Tinjauan Sosiologis. Corak, 3(1), 53–63.

Helmy, M., & Ayuni, R. D. (2019). Komunikasi Dakwah Digital : Menyampaikan Konten Islami Lewat Media Sosial Line ( Studi Deskriptif Pada Akun Line 3Safa ). Jurnal Ilmu Komunikasi, Vol. 2(1), 23–29.

Kissel, P., & Buttgen, M. (2015). Using social media to communicate employer brand identity: The impact on corporate image and employer attractiveness. Journal of Brand Management, 22(9), 755–777.

Kurniawan, A., Ihsan, M., Hikmah, S. A., Islam, U., & Mataram, N. (2022). THE ABILITY OF PUBLIC RELATIONS TO BUILD. 03(02), 99–109.

Loureiro, S. M. C. (2017). Exploring the attractiveness of manufacturer brands and retailer own-brands in supermarket context. International Journal of Retail and Distribution Management, 45(10), 1095–1113.

Malhotra, N. . (2010). Marketing research, an applied orientation (6th Editio). Pearson Education, Inc.

Mardiyono, A., & Soesanto, H. (2023). The Role of Celebrity Endorser , Product Attractiveness in Improving Brand Image. 13(1), 150–166.

Merdeka.Com. (2018). 5 Kehebatan Bisnis Busana Muslim Indonesia di Dunia. Merdeka.Com.

Nursalikah, A. (2019, May 7). Indonesia aims at becoming global Muslim fashion capital. Republika.Co.Id.

Perloff, R. (2017). The Dynamics of Persuasion : Communication and Attitudes in the 21st Century.

Puspitasari, F., & Gusfa, H. (2017). Strategi Promosi Online Shop Melalui Sosial Media Dalam Membangun Brand Engagement. Mediakom Jurnal Ilmiah Ilmu Komunikasi, 7(2), 115–130.

Riyani, A.D., Sitanggang, O.A., & N. (2020). Pengaruh Selebgram Endorser Online Shop Di Instagram Terhadap Citra Perusahaan Vanilla Hijab. 41–54.

Rohman, D. A. (2019). Komunikasi Dakwah Melalui Media Sosial. Tatar Pasundan: Jurnal Diklat Keagamaan, 13(2), 121–133.

Schnurr, B., Brunner-Sperdin, A., & Stokburger-Sauer, N. E. (2017). The effect of context attractiveness on product attractiveness and product quality: the moderating role of product familiarity. Marketing Letters, 28(2), 241–253.

Syarofah, L. K., Chumaidiyah, E., & Tripiawan, W. (2021). Perancangan Bisnis Berbasis Website pada Usaha Hijab RAF Collection Sidoarjo. Jurnal INTECH Teknik Industri Universitas Serang Raya, 7(2), 89–94.

Wang, Y. J., Minor, M. S., & Wei, J. (2011). Aesthetics and the online shopping environment: Understanding consumer responses. Journal of Retailing, 87(1), 46–58.



  • There are currently no refbacks.

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

 Indexed by:


 Recommended Tools :



WACANA: Jurnal Ilmiah Ilmu Komunikasi

Fakultas Ilmu KomunikasiUniversitas Prof. Dr. Moestopo (Beragama)
Kampus I, Jl. Hang Lekir I/8 Jakarta Pusat, Indonesia 10270
WA: 085714422271 (Chat Only)



Creative Commons License

WACANA: Jurnal Ilmiah Ilmu Komunikasi Licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.