Hardiyono, - and Reni Furwanti, - and Dini Maulana Lestari, - (2021) HALAL BRAND PERSONALITY, RELIGIUSITAS DAN LOYALITAS MEREK PADA INDUSTRI BUSANA SYAR’I DI KALANGAN KONSUMEN MILENIAL. In: PERAN EKONOMI SYARIAH DALAM PEMULIHAN EKONOMI NASIONAL PASCA PANDEMI COVID-19. Fakultas Ekonomi dan Bisnis Islam UIN Sunan Kalijaga, Yogyakarta, pp. 1-26. ISBN 978-623-97540-6-8
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Text (HALAL BRAND PERSONALITY, RELIGIUSITAS DAN LOYALITAS MEREK PADA INDUSTRI BUSANA SYAR’I DI KALANGAN KONSUMEN MILENIAL)
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Abstract
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.
| Item Type: | Book Section |
|---|---|
| Uncontrolled Keywords: | ; Merek; Islamic marketing, Islamic branding, Brand loyalty, Religiosity, Sharia Fashion Style |
| Subjects: | Ekonomi Syariah |
| Divisions: | Buku |
| Depositing User: | Dra. Khusnul Khotimah, SS, M.IP - |
| Date Deposited: | 11 Feb 2022 05:57 |
| Last Modified: | 11 Feb 2022 05:57 |
| URI: | http://digilib.uin-suka.ac.id/id/eprint/49196 |
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