PENGARUH PERCEIVED QUALITY, VIRAL MARKETING, DAN ISLAMIC LIFESTYLE TERHADAP LOYALITAS KONSUMEN ICE CREAM BINGXUE (Studi Pada Konsumen Ice Cream Bingxue Legundi Kota Bandar Lampung)

Pradita, Tegifa Agesti (2026) PENGARUH PERCEIVED QUALITY, VIRAL MARKETING, DAN ISLAMIC LIFESTYLE TERHADAP LOYALITAS KONSUMEN ICE CREAM BINGXUE (Studi Pada Konsumen Ice Cream Bingxue Legundi Kota Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Industri es krim berkembang pesat seiring daya beli dan tren digital. Bingxue memanfaatkan Viral Marketing dan konsep halal untuk menarik konsumen, namun menghadapi tantangan loyalitas akibat persepsi kualitas dan transparansi bahan. Di Bandar Lampung, persaingan tinggi menuntut integrasi Perceived Quality, pemasaran digital, dan Islamic Lifestyle guna meningkatkan kepercayaan, retensi pelanggan, serta daya saing pasar secara berkelanjutan. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh Perceived Quality, Viral Marketing, dan Islamic Lifestyle terhadap loyalitas konsumen Bingxue di Bandar Lampung. Penelitian ini menggunakan pendekatan kuantitatif dengan metode eksploratif pada konsumen Bingxue Legundi Bandar Lampung, dengan sampel 96 responden yang ditentukan melalui rumus Lemeshow dan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dokumentasi, kemudian dianalisis menggunakan SmartPLS 4 melalui uji validitas, reliabilitas, serta uji hipotesis dengan T-statistik dan koefisien determinasi. Hasil penelitian menunjukkan seluruh indikator valid dan reliabel, Variabel Perceived Quality (X1) berpengaruh positif dan signifikan terhadap loyalitas konsumen (Y), sedangkan Viral Marketing (X2) dan Islamic Lifestyle (X3) tidak berpengaruh signifikan terhadap loyalitas konsumen (Y). Nilai R² sebesar 0,787 menunjukkan ketiga variabel menjelaskan 78,7% loyalitas, sehingga kualitas produk menjadi faktor utama pembelian ulang, sementara strategi digital lebih berperan dalam meningkatkan awareness. Dalam perspektif bisnis Islam, loyalitas konsumen terbentuk melalui kualitas, kejujuran, dan penerapan prinsip halalan thayyiban untuk keberlanjutan serta keberkahan usaha jangka panjang. Kata Kunci: Perceived Quality, Viral Marketing, Islamic Lifestyle, Loyalitas Konsumen. ABSTRACT The ice cream industry is growing rapidly along with purchasing power and digital trends. Bingxue leverages Viral Marketing and halal concepts to attract consumers, but faces loyalty challenges due to Perceived Quality and transparency of ingredients. In Bandar Lampung, high competition demands the integration of Perceived Quality, digital marketing, and Islamic Lifestyle to increase trust, customer retention, and market competitiveness in a sustainable manner. Therefore, this study aims to analyze the influence of Perceived Quality, Viral Marketing, and Islamic Lifestyle on the loyalty of Bingxue consumers in Bandar Lampung. This study uses a quantitative approach with an exploratory method on consumers of Bingxue Legundi Bandar Lampung, with a sample of 96 respondents determined through the Lemeshow formula and purposive sampling techniques. Data was collected through questionnaires and documentation, then analyzed using SmartPLS 4 through validity, reliability, and hypothesis tests with T-statistics and coefficient of determination. The results of the study showed that all indicators were valid and reliable, the Perceived Quality Variable (X1) had a positive and significant effect on consumer loyalty (Y), while Viral Marketing (X2) and Islamic Lifestyle (X3) did not have a significant effect on consumer loyalty (Y). The R² value of 0.787 shows that the three variables explain 78.7% loyalty, so that product quality is the main factor in repurchases, while digital strategies play a more role in increasing awareness. From an Islamic business perspective, consumer loyalty is formed through quality, honesty, and the application of the principles of halalan thayyiban for long-term sustainability and business blessings. Keywords: Perceived Quality, Viral Marketing, Islamic Lifestyle, Consumer Loyalty.

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