%A - Hardiyono
%A - Reni Furwanti
%A - Dini Maulana Lestari
%T HALAL BRAND PERSONALITY, RELIGIUSITAS DAN LOYALITAS MEREK PADA INDUSTRI BUSANA SYAR’I DI KALANGAN KONSUMEN MILENIAL
%X This article aims to discuss and analyze the relationship between halal brand personality to
brand loyalty through religiosity as the intervening variable on millennial Syar’i fashion consumers.
This happens due to the trend of sharia fashion style and tremendous growth of competition in that
industry. Thus, based on the phenomenon it is important for every entrepreneur to create such a
different thing in order to characterize their own product. Building a great personality is one of
the best ways to attract consumers to be loyal to their brand. Besides, religiosity as well has an
important role to measure Muslim’s rationality in order to consume the product. This is because
religiosity becomes a benchmark for their ability to remain them regarding to sharia compliance.
This is a quantitative research with survey method, using path analysis method with SPSS version
22 in order to obtain the purpose of this research. Further, this research picks millennial Syar’i
fashion consumers in Indonesia as the population, reaching 116 samples through nonprobability
sampling technique. The result revealed that five dimensions of halal brand personality factors
directly have a positive significant effect on religiosity then, religiosity brings a positive significant
effect as well to the brand loyalty. Further, religiosity can mediate by strengthening the relationship
between five dimensions of halal brand personality to brand loyalty.
%K ; Merek; Islamic marketing, Islamic branding, Brand loyalty, Religiosity,
Sharia Fashion Style
%P 1-26
%B PERAN EKONOMI SYARIAH DALAM PEMULIHAN EKONOMI NASIONAL PASCA PANDEMI COVID-19
%D 2021
%C Yogyakarta
%I Fakultas Ekonomi dan Bisnis Islam UIN Sunan Kalijaga
%L digilib49196