DETERMINAN LOYALITAS KONSUMEN PRODUK SOMETHINC PADA GENERASI Z DI JABODETABEK

Zharfa Athirah Saqina Putri, . (2025) DETERMINAN LOYALITAS KONSUMEN PRODUK SOMETHINC PADA GENERASI Z DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The local beauty product industry currently continues to experience significant growth, one of which is the Somethinc brand which has quickly become one of the top cosmetic brands in Indonesia in 2022. However, the large selection of local cosmetic brands makes Indonesian consumers tend to easily switch brands, so loyalty to one product is still relatively low, which shows a big challenge for brands to retain consumers. This study aims to analyze the influence of halal awareness, self-congruity, and brand trust variables on Somethinc consumer loyalty among Generation Z Jabodetabek. This study used quantitative data obtained through a questionnaire with 135 respondents. The data analysis technique uses the Partial Least Square (PLS) method through the Smart-PLS 4.0 application. Data testing is carried out through the outer model and inner model. The results of the study showed that the variables of halal awareness, self-congruity, and brand trust partially had a positive effect on Somethinc consumer loyalty in Generation Z Jabodetabek. The implication of this study is that it can help Somethinc and other local cosmetics brands in designing more effective marketing strategies to increase consumer loyalty, especially among Generation Z.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2110116015] [Pembimbing: Prima Dwi Priyatno] [Penguji 1: Tati Handayani] [Penguji 2: Fadhli Suko Wiryanto]
Uncontrolled Keywords:	Brand Trust, Consumer Loyalty, Generation Z, Halal Awareness, Self Congruity
Subjects:	H Social Sciences > HB Economic Theory L Education > L Education (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1)
Depositing User:	ZHARFA ATHIRAH SAQINA PUTRI
Date Deposited:	20 Jan 2025 03:35
Last Modified:	14 Feb 2025 16:08
URI:	http://repository.upnvj.ac.id/id/eprint/34973

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