PENGARUH DIGITAL MARKETING TERHADAP CUSTOMER LOYALTY DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI DALAM PERSPEKTIF BISNIS ISLAM (Studi kasus pada konsumen ERIGO di Bandar Lampung)

ANGGA, REVANZA (2025) PENGARUH DIGITAL MARKETING TERHADAP CUSTOMER LOYALTY DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI DALAM PERSPEKTIF BISNIS ISLAM (Studi kasus pada konsumen ERIGO di Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Perkembangan teknologi dan informasi dalam bentuk digital memberikan dampak besar pada banyak bidang kehidupan manusia, termasuk sektor bisnis dan korporasi. Konsumen Erigo di Bandar Lampung memiliki ekspektasi tinggi terhadap gambar yang mereka lihat serta promosi yang dilakukan oleh para influencer dan artis terkenal. Mereka mengharapkan produknya sesuai dengan apa yang ditawarkan dan diharapkan di media sosial. Beberapa konsumen memiliki ekspektasi tinggi saat membeli di JakCloth atau marketplace, mamun kenyataannya mereka kecewa karena kualitas bahan atau sablonnya kurang memuaskan. Rumusan masalah dalam penelitian ini apakah Digital Marketing berpengaruh terhadap Cunsomer Loyalty, apakah Digital Marketing berpengaruh terhadap Brand Awarenees¸ Apakah Brand Awareness berpengaruh terhadap cunsomer loyalty, Brand Awareness memediasi pengaruh Digital Marketing terhadap Customer Loyalty, dan bagaimana tinjauan perspektif bisnis islam dalam Digital Marketing, Cunsomer Loyalty dan Brand Awarenees. Penelitian ini menggunakan pendekatan kuantitatif. Penelitian ini dilakukan pada konsumen Erigo yang ada di Bandar Lampung. Sampelnya adalah sebanyak 97 responden. Pengambilan sampel dengan cara purposive sampling dengan rumus Lemeshow. pengelolaan data dilakukan dengan menggunakan software SmartPLS 4. Hasil penelitian menunjukan bahwa Digital Marketing tidak berpengaruh terhadap Cunsomer Loyalty, Digital Marketing tidak berpengaruh terhadap Brand Awarenees¸Brand Awareness berpengaruh positif dan signifikan terhadap cunsomer loyalty, Brand Awareness tidak dapat memediasi pengaruh Digital Marketing terhadap Customer Loyalty, dan Digital Marketing, Consumer Loyalty, dan Brand Awarenees diperbolehkan selama dijalankan sesuai dengan prinsip prinsip syariah. Kata Kunci : Digital Marketing, Customer Loyalty, Brand Awareness. ABSTRACT The development of technology and information in digital form has a major impact on many areas of human life, including the business and corporate sectors. Erigo consumers in Bandar Lampung have high expectations of the images they see and promotions carried out by influencers and famous artists. They expect their products to be in accordance with what is offered and expected on social media. Some consumers have high expectations when buying at JakCloth or the marketplace, but in reality they are disappointed because the quality of the material or screen printing is less than satisfactory. The formulation of the problem in this study is whether Digital Marketing has an effect on Customer Loyalty, whether Digital Marketing has an effect on Brand Awareness, whether Brand Awareness has an effect on customer loyalty, Brand Awareness mediates the effect of Digital Marketing on Customer Loyalty, and how is the Islamic business perspective in Digital Marketing, Customer Loyalty and Brand Awareness. This study uses a quantitative approach. This study was conducted on Erigo consumers in Bandar Lampung. The sample was 97 respondents. Sampling was done by purposive sampling with the Lemeshow formula. Data management was done using SmartPLS 4 software. The results of the study show that Digital Marketing has no effect on Customer Loyalty, Digital Marketing has no effect on Brand Awareness, Brand Awareness has a positive and significant effect on customer loyalty, Brand Awareness cannot mediate the effect of Digital Marketing on Customer Loyalty, and Digital Marketing, Consumer Loyalty, and Brand Awareness are permitted as long as they are carried out in accordance with sharia principles. keywords: Digital Marketing, Customer Loyalty, Brand Awareness.

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