Abdy, Nigel Philo and Adam, M. Riyadh Rizky (2018) The Factors Impacting The Halal Brand Consumer Loyalty Of PT. Soka Cipta Niaga. Bachelor thesis, Swiss German University.

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Abstract

Brand loyalty is the tendency of consumers to continuously purchase one brand’s products over another. Consumer behaviour patterns demonstrate that consumers will continue to buy products from a company that has fostered a trusting relationship. Loyalty is extremely beneficial to businesses as it leads to repeat purchases by consumers, higher revenues, and customer referrals. Quantitative method is used in this research by using SEM-PLS. PLS is needed to analyse the numbers resulting from the response of respondents recorded through the distribution of questionnaires. This research aims to find out the impacts of Halal Brand Image, Brand Perceived Quality, Brand Satisfaction, and Brand Trust on the Brand Loyalty of PT Soka Cipta Niaga as one of the companies that use Islamic Marketing in an unconventional product, which is Socks. The finding of this research has shown that these variables not only have an impact towards Brand Loyalty itself, rather than each other, and the results also show that Halal Brand Image has the largest impact towards all the other variables.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Halal Brand Image; Brand Perceived Quality; Brand Satisfaction; Brand Trust; Brand Loyalty
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	19 May 2020 15:07
Last Modified:	19 May 2020 15:07
URI:	http://repository.sgu.ac.id/id/eprint/590

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