PENGARUH BRAND IDENTIFICATION, BRAND EXPERIENCE, DAN BRAND TRUST TERHADAP BRAND EVANGELISM PRODUK SMARTPHONE DIKALANGAN GEN Z DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Pengguna Apple iPhone Di Bandar Lampung)

FADILA, WAHYU AMANDA (2026) PENGARUH BRAND IDENTIFICATION, BRAND EXPERIENCE, DAN BRAND TRUST TERHADAP BRAND EVANGELISM PRODUK SMARTPHONE DIKALANGAN GEN Z DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Pengguna Apple iPhone Di Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh brand identification, brand experience, dan brand trust terhadap brand evangelism produk smartphone pada kalangan Generasi Z dalam perspektif bisnis Islam, dengan studi pada pengguna Apple iPhone di Bandar Lampung. Fenomena meningkatnya penggunaan smartphone di kalangan Gen Z menunjukkan bahwa produk tidak lagi sekadar alat komunikasi, tetapi juga menjadi bagian dari identitas dan gaya hidup. Dalam konteks ini, terbentuknya brand evangelism menjadi indikator keterikatan konsumen yang lebih tinggi, di mana konsumen tidak hanya loyal, tetapi juga secara aktif merekomendasikan dan membela merek yang digunakan. Metode penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada responden Gen Z pengguna iPhone di Bandar Lampung. Teknik pengambilan sampel menggunakan non-probability sampling. Data dianalisis menggunakan model analisis Partial Least Square (PLS) untuk menguji pengaruh antar variabel. Hasil penelitian menunjukkan bahwa brand identification dan brand trust berpengaruh positif dan signifikan terhadap brand evangelism. Artinya, semakin tinggi tingkat identifikasi konsumen terhadap merek dan semakin kuat kepercayaan terhadap merek, maka semakin besar kecenderungan konsumen untuk menjadi brand evangelist. Namun, brand experience tidak berpengaruh signifikan terhadap brand evangelism. Hal ini menunjukkan bahwa pengalaman penggunaan semata belum cukup untuk mendorong perilaku evangelism tanpa adanya keterikatan identitas dan kepercayaan yang kuat terhadap merek. Dalam perspektif bisnis Islam, perilaku brand evangelism dapat dikaitkan dengan konsep tabligh dan amar ma‟ruf, selama dilakukan secara jujur, tidak berlebihan, dan tidak menjatuhkan merek lain, sehingga tetap selaras dengan prinsip etika dan kemaslahatan. Kata Kunci: Brand Identification, Brand Experience, Brand Trust, Brand Evangelism, Generasi Z, Bisnis Islam. ABSTRACT This study aims to analyze the influence of brand identification, brand experience, and brand trust on brand evangelism of smartphone products among Generation Z from the perspective of Islamic business, with a study conducted on users of Apple iPhone in Bandar Lampung. The increasing use of smartphones among Generation Z indicates that these products are no longer merely communication tools, but have also become part of personal identity and lifestyle. In this context, the emergence of brand evangelism represents a higher level of consumer attachment, where consumers are not only loyal but also actively recommend and defend the brand they use. This study employs a quantitative approach using a survey method by distributing questionnaires to Generation Z respondents who are iPhone users in Bandar Lampung. The sampling technique applied is non-probability sampling. The data were analyzed using the Partial Least Squares (PLS) analysis model to examine the relationships among the variables. The results of the study indicate that brand identification and brand trust have a positive and significant effect on brand evangelism. This means that the higher the level of consumer identification with a brand and the stronger the trust in the brand, the greater the likelihood that consumers will become brand evangelists. However, brand experience does not have a significant effect on brand evangelism. This finding suggests that usage experience alone is not sufficient to encourage evangelistic behavior without strong identity attachment and trust in the brand. From the perspective of Islamic business, brand evangelism behavior can be associated with the concepts of tabligh (conveying goodness) and amar ma‟ruf (enjoining what is right), as long as it is carried out honestly, without exaggeration, and without discrediting other brands, thereby remaining aligned with ethical principles and the concept of maslahah (public benefit). Keywords: Brand Identification, Brand Experience, Brand Trust, Brand Evangelism, Generation Z, Islamic Business.

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