PENGARUH SUSTAINABLE BRAND EXPERIENCE DAN PERCEIVED VALUE TERHADAP BRAND LOYALTY DENGAN CONSCIOUS CONSUMPTION SEBAGAI VARIABEL MODERASI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Produk The Body Shop Di Bandar Lampung)

OLIVIA, REGITA PUTRI (2026) PENGARUH SUSTAINABLE BRAND EXPERIENCE DAN PERCEIVED VALUE TERHADAP BRAND LOYALTY DENGAN CONSCIOUS CONSUMPTION SEBAGAI VARIABEL MODERASI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Produk The Body Shop Di Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

PDF Download (4MB)

Abstract

ABSTRAK Fenomena meningkatnya kesadaran konsumen terhadap isu keberlanjutan mendorong perusahaan untuk menerapkan strategi pemasaran yang tidak hanya berorientasi pada keuntungan, tetapi juga memperhatikan aspek lingkungan, sosial, dan etika. The Body Shop merupakan perusahaan yang mengimplementasikan konsep keberlanjutan melalui penggunaan bahan ramah lingkungan dan berbagai program tanggung jawab sosial. Namun, loyalitas merek tidak selalu terbentuk secara langsung karena masih terdapat kesenjangan antara sikap positif konsumen terhadap keberlanjutan dengan perilaku pembelian aktual. Penelitian ini bertujuan menganalisis pengaruh Sustainable Brand Experience dan Perceived Value terhadap Brand Loyalty dengan Conscious Consumption sebagai variabel moderasi dalam perspektif bisnis Islam pada konsumen The Body Shop di Bandar Lampung. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 100 responden. Data dikumpulkan melalui penyebaran kuesioner menggunakan Google Form dan dianalisis menggunakan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS) dengan perangkat lunak SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Sustainable Brand Experience tidak berpengaruh signifikan terhadap Brand Loyalty. Sebaliknya, Perceived Value dan Conscious Consumption berpengaruh positif dan signifikan terhadap Brand Loyalty. Selain itu, Conscious Consumption tidak mampu memoderasi hubungan antara Sustainable Brand Experience terhadap Brand Loyalty, maupun Perceived Value terhadap Brand Loyalty. Temuan tersebut menunjukkan bahwa loyalitas konsumen lebih dipengaruhi oleh manfaat dan nilai yang dirasakan serta kesadaran konsumen dalam menerapkan konsumsi yang bertanggung jawab dibandingkan pengalaman merek berbasis keberlanjutan. Dalam perspektif Bisnis Islam, loyalitas konsumen tidak hanya dibangun melalui kualitas produk dan kepuasan semata, tetapi kejujran, keadilan dan tanggung jawab terhadap kelestarian lingkungan sebagai bagian dari konsep khalifah fil ardh. Kata Kunci: Sustainable Brand Experience, Perceived Value, Brand Loyalty, Conscious Consumption ABSTRACT The increasing consumer awareness of sustainability issues has encouraged companies to implement marketing strategies that not only focus on profitability but also emphasize environmental, social, and ethical responsibility. The Body Shop is one of the companies that has adopted sustainability practices through the use of environmentally friendly materials and various corporate social responsibility programs. However, brand loyalty is not always formed directly, as there remains a gap between consumers' positive attitudes toward sustainability and their actual purchasing behavior. This study aims to examine the influence of Sustainable Brand Experience and Perceived Value on Brand Loyalty, with Conscious Consumption serving as a moderating variable from the perspective of Islamic business among The Body Shop consumers in Bandar Lampung. This research employed a quantitative approach using a purposive sampling technique involving 100 respondents. Data were collected through an online questionnaire distributed via Google Forms and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS 4.0 software. The findings reveal that Sustainable Brand Experience has no significant effect on Brand Loyalty. In contrast, Perceived Value and Conscious Consumption have positive and significant effects on Brand Loyalty. Furthermore, Conscious Consumption does not moderate the relationship between Sustainable Brand Experience and Brand Loyalty, nor the relationship between Perceived Value and Brand Loyalty. From the perspective of Islamic business, consumer loyalty is built not merely through product quality and satisfaction, but also through honesty, fairness, and responsibility for environmental sustainability elements integral to the concept of khalifah fil ardh. Keywords: Sustainable Brand Experience, Perceived Value, Brand Loyalty, Conscious Consumption.

Actions (login required)

View Item