FAKTOR-FAKTOR YANG MEMENGARUHI LOYALITAS KONSUMEN MUSLIM PADA PRODUK NESTLÉ PASCA PEMBOIKOTAN PRODUK TERAFILIASI ISRAEL

Ridha Fajrina, . (2024) FAKTOR-FAKTOR YANG MEMENGARUHI LOYALITAS KONSUMEN MUSLIM PADA PRODUK NESTLÉ PASCA PEMBOIKOTAN PRODUK TERAFILIASI ISRAEL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

movement against products affiliated with Israel, in this case, Nestlé products. However, many Indonesians oppose this boycott movement, raising questions about how much this boycott issue affects Muslim consumer loyalty towards Nestlé products. This research aims to analyze the influence of promotion, religiosity, and brand image on Muslim consumer loyalty in Jabodetabek after the boycott movement against products or companies affiliated with Israel. This research uses a descriptive quantitative approach with data sources from primary and secondary data. Data was collected by distributing questionnaires to respondents residing in the Jabodetabek area. The data analysis technique in this study is PLS (Partial Least Square) using the smartPLS application. The results of the study indicate that promotion and brand image affect Muslim consumer loyalty to Nestlé products after the boycott of products affiliated with Israel. Meanwhile, religiosity does not influence Muslim consumer loyalty to Nestlé products after the boycott of products affiliated with Israel. Therefore, Nestlé is expected to consider consumer emotions regarding the boycott issue and show support for Palestine to enhance its brand image and consumer loyalty. Keywords: brand image, consumer loyalty, nestlé, promotion, religosity

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010116043] [Pembimbing: Sufyati HS] [Penguji 1: Faizi] [Penguji 2: Fadhli Suko Wiryanto]
Uncontrolled Keywords: brand image, consumer loyalty, nestlé, promotion, religosity
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1)
Depositing User: RIDHA FAJRINA
Date Deposited: 08 Aug 2024 04:35
Last Modified: 18 Sep 2024 07:30
URI: http://repository.upnvj.ac.id/id/eprint/31302

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