PENGARUH CITRA HALAL BRAND DAN EXPERIENTIAL MARKETING MELALUI WARDAH PERSONAL COLOR TEST TERHADAP BRAND LOYALTYKONSUMEN (Studi Pada Pengguna : Produk Wardah Di Kota Bandar Lampung)

Aulia, Nissa Ahnafia (2026) PENGARUH CITRA HALAL BRAND DAN EXPERIENTIAL MARKETING MELALUI WARDAH PERSONAL COLOR TEST TERHADAP BRAND LOYALTYKONSUMEN (Studi Pada Pengguna : Produk Wardah Di Kota Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Penelitian ini dilatarbelakangi oleh meningkatnya persaingan industri kosmetik yang mendorong perusahaan membangun loyalitas konsumen melalui penguatan citra halal dan experiential marketing. Selain itu, inovasi digital seperti fitur Wardah Personal Color Test memberikan pengalaman personalisasi bagi konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh citra halal brand dan experiential marketing terhadap brand loyalty konsumen Wardah di Kota Bandar Lampung, serta menguji peran Wardah Personal Color Test sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner kepada pengguna produk Wardah di Kota Bandar Lampung. Data yang diperoleh kemudian dianalisis menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Squares dengan bantuan perangkat lunak SmartPLS 4.0. Hasil penelitian menunjukkan bahwa experiential marketing berpengaruh positif dan signifikan terhadap brand loyalty, citra halal brand tidak berpengaruh signifikan terhadap brand loyalty, citra halal brand dan experiential marketing berpengaruh positif dan signifikan terhadap Wardah Personal Color Test. Namun, Wardah Personal Color Test tidak berpengaruh signifikan terhadap brand loyalty serta tidak mampu memediasi hubungan antara citra halal brand dan experiential marketing terhadap brand loyalty. Temuan ini menunjukkan pengalaman pemasaran memiliki peran lebih kuat dalam membentuk loyalitas konsumen dibandingkan persepsi citra halal maupun fitur personalisasi digital. Kata Kunci : Citra Halal Brand, Experiential Marketing, Wardah Personal Color Test, Brand Loyalty Konsumen. ABSTRACT This study is motivated by the increasing competition in the cosmetic industry, which encourages companies to build consumer loyalty through strengthening halal brand image and experiential marketing. In addition, digital innovations such as the Wardah Personal Color Test feature provide personalized experiences for consumers. This study aims to analyze the influence of halal brand image and experiential marketing on consumer brand loyalty of Wardah products in Bandar Lampung City, as well as to examine the role of the Wardah Personal Color Test as a mediating variable. This research employs a quantitative approach with data collected through questionnaires distributed to Wardah product users in Bandar Lampung City. The data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares with the assistance of SmartPLS 4.0 software. The results show that experiential marketing has a positive and significant effect on brand loyalty, while halal brand image does not have a significant effect on brand loyalty. Both halal brand image and experiential marketing have a positive and significant effect on the Wardah Personal Color Test. However, the Wardah Personal Color Test does not have a significant effect on brand loyalty and is not able to mediate the relationship between halal brand image and experiential marketing on brand loyalty. These findings indicate that experiential marketing plays a more dominant role in shaping consumer loyalty compared to halal brand perception and digital personalization features Keywords ; Halal Brand Image, Experiential Marketing, Wardah Personal Color Test, Brand Loyalty.

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