PENGARUH BR AND AWARENESS BRAND IMAGE DAN SOCIAL MEDIA PROMOTION TERHADAP CUSTOMER LOYALTY DALAM PERSPEKTIF BISNIS ISLAM (Study Pada Konsumen ERIGO di Bandar Lampung)

BASTIAN, PAHLEVI (2023) PENGARUH BR AND AWARENESS BRAND IMAGE DAN SOCIAL MEDIA PROMOTION TERHADAP CUSTOMER LOYALTY DALAM PERSPEKTIF BISNIS ISLAM (Study Pada Konsumen ERIGO di Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Brand ERIGO, yang merupakan brand lokal Indonesia, populer di kalangan remaja. Menurut beberapa survei dan artikel, ERIGO merupakan salah satu brand kaos lokal yang direkomendasikan dan memiliki pengaruh global. Brand awareness ini berperan penting dalam memunculkan loyalitas pelanggan. Di Indonesia, sebagian besar penduduk menggunakan media sosial, dengan jumlah pengguna aktif yang terus meningkat setiap tahun melihat latar belakang tersebut ERIGO melakukan promosi melalui berbagai media sosial seperti Instagram, TikTok, dan YouTube sehingga promosi medai sosial merupaka cara terbaik untuk memasarkan produk mereka, termasuk melalui content marketing. Dalam hal ini, media sosial sangat berperan karena dapat mencapai banyak orang dengan mudah. Berdasarkan latar belakang masalah yang telah diuraikan adapun rumusan masalah dalam penelitian ini adalah: Apakah brand awareness berpengaruh terhadap customer loyalty pada konsumen Erigo di Bandar Lampung? Apakah brand image berpengaruh terhadap customer loyalty pada konsumen Erigo di Bandar Lampung? Apakah social media promotion berpengaruh terhadap customer loyalty pada konsumen Erigo di Bandar Lampung? Bagaimana pandangan dalam perspektif bisnis islam terhadap Pengaruh Brand Awareness, Brand Image dan promosi sosial media terhadap Customer Loyalty ? Penelitian ini bersifat kuantitatif dimana tempat penelitian dilaksana kan di daerah Bandar Lampung dengan menggunkaan sumber data primer data dalam penelitian ini adalah hasil menyebar angket atau kuisioner di Kota Bandar Lampung, dan menggunakan data skunder sebagai data pendudkung. Populasi dalma penelitian ini seluruh konsumen erigo Kota Bandar Lampung, dan sampel sebanyak 100 karyawan dengan teknik purposive sampling. Hasil penelitian menunjukkan Brand Awareness berpengaruh positf signifikan terhadap customer loyalty pada konsumen Erigo di Bandar Lampung. Brand Image berpengaruh berpengaruh positf signifikan terhadap customer loyalty pada konsumen Erigo di Bandar Lampung. Social media promotion berpengaruh berpengaruh positf signifikan terhadap customer loyalty pada konsumen Erigo di Bandar Lampung. Pandangan dalam perspektif bisnis islam terhadap Pengaruh Brand Awareness, Brand Image dan Social Media Promotion terhadap Customer Loyalty . Sedangkan dalam konteks pemasaran Islam, pengaruh brand image, brand awareness, dan promosi media sosial terhadap customer loyalty dalam Al-Qur'an, terdapat prinsip-prinsip yang dapat diterapkan dalam pemasaran Islam, seperti kejujuran, transparansi, keadilan, dan manfaat bagi konsumen. Kata Kunci : Brand Awareness, Brand Image, Promosi media sosial, customer loyalty, Perspeltif Business Islam. ABSTRAC The ERIGO brand, which is a local Indonesian brand, is popular among teenagers. According to several surveys and articles, ERIGO is one of the recommended local t-shirt brands and has a global influence. Brand awareness plays an important role in generating customer loyalty. In Indonesia, the majority of the population uses social media, with the number of active users continuing to increase every year. Seeing this background, ERIGO carries out promotions through various social media such as Instagram, TikTok and YouTube so that social media promotion is the best way to market their products, including through content marketing. In this case, social media plays a very important role because it can reach many people easily. Based on the background of the problems that have been described, the formulation of the problem in this study is: Does brand awareness affect customer loyalty in Erigo consumers in Bandar Lampung? Does brand image affect customer loyalty to Erigo consumers in Bandar Lampung? Does social media promotion affect customer loyalty to Erigo consumers in Bandar Lampung? What is the view from an Islamic economic perspective on the influence of brand awareness, brand image and social media promotion on customer loyalty? This research is quantitative in nature where the research is carried out in the Bandar Lampung area using primary data sources. The data in this study are the results of distributing questionnaires in the city of Bandar Lampung, and using secondary data as supporting data. The population in this study were all erigo consumers in Bandar Lampung City, and a sample of 100 employees used a purposive sampling technique. The results showed that Brand Awareness had a significant positive effect on customer loyalty for Erigo consumers in Bandar Lampung. Brand Image has a significant positive effect on customer loyalty for Erigo consumers in Bandar Lampung. Social media promotion has a significant positive effect on customer loyalty for Erigo consumers in Bandar Lampung. Views from an Islamic economic perspective on the influence of brand awareness, brand image and social media promotion on customer loyalty. Whereas in the context of Islamic marketing, the influence of brand image, brand awareness, and social media promotion on customer loyalty in the Qur'an, there are principles that can be applied in Islamic marketing, such as honesty, transparency, fairness, and benefits for consumers. Keywords: Brand Awareness, Brand Image, Social media promotion, customer loyalty, Islamic Business Perspective.

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