DARI CITRA HALAL MENUJU LOYALITAS EMOSIONAL: STUDI BRAND LOVE DAN BRAND COMMITMENT PADA KOSMETIK HALAL

Rina Sari Qurniawati; Aisyah Nurul Sakinah; Yulfan Arif Nurohman

doi:10.32500/jebe.v7i2.10944

Authors

Rina Sari Qurniawati STIE AMA Salatiga
Aisyah Nurul Sakinah STIE AMA Salatiga
Yulfan Arif Nurohman Universitas Islam Negeri Raden Mas Said Surakarta

DOI:

https://doi.org/10.32500/jebe.v7i2.10944

Keywords:

komitmen merek, brand fidelity, citra merek, brand love, kosmetik halal

Abstract

Penelitian mengenai hubungan konsumen dan merek dalam industri kosmetik halal umumnya masih berfokus pada konsep brand loyalty, sementara kajian mengenai brand fidelity sebagai bentuk hubungan yang lebih stabil antara konsumen dan merek masih relatif terbatas, khususnya pada konsumen Generasi Z. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh brand image, brand love, dan brand commitment terhadap brand fidelity dalam konteks penggunaan kosmetik halal. Model konseptual beserta hipotesis yang diajukan diuji menggunakan sampel sebanyak 140 konsumen kosmetik halal. Pengumpulan data dilakukan melalui penyebaran kuesioner daring kepada Generasi Z di Jawa Tengah. Data dianalisis menggunakan pendekatan partial least squares structural equation modeling. Seluruh hipotesis yang diajukan terbukti signifikan secara positif, sehingga mengonfirmasi bahwa Brand Commitment dipengaruhi secara signifikan oleh Brand Image dan brand love. Selain itu, brand love bertindak sebagai determinan penting dalam membentuk Brand Fidelity.

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