Riyan Malik Fajar, . (2026) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN KESADARAN HALAL TERHADAP LOYALITAS KONSUMEN PRODUK BEJO JAHE MERAH DI KOTA BEKASI. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The increasing competition in Indonesia's herbal beverage industry, coupled with the relatively low ranking of Bejo Jahe Merah compared to its competitors based on the Top Brand Index, indicates that the product faces challenges in maintaining its market competitiveness. This condition suggests a gap between the product's potential and the level of consumer loyalty in the market. This study aims to analyze the influence of brand image, product quality, and halal awareness on consumer loyalty toward Bejo Jahe Merah products in Bekasi City. This study employed a quantitative approach using primary data collected through questionnaires distributed to 100 consumers of Bejo Jahe Merah in Bekasi City selected through purposive sampling. The data were analyzed using the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS). The results indicate that brand image, product quality, and halal awareness each have a positive and significant effect on consumer loyalty. These findings highlight the importance of strengthening brand image, improving product quality, and enhancing halal awareness as key strategies to increase consumer loyalty toward Bejo Jahe Merah products in Bekasi City.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210116054] [Pembimbing: Sufyati HS] [Ketua Penguji: Tati Handayani] [Penguji 1: Fadhli Suko Wiryanto] |
| Uncontrolled Keywords: | Brand image, Halal Awareness, Product Quality, Consumer Loyalty. |
| Subjects: | B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc H Social Sciences > HB Economic Theory T Technology > TX Home economics |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | RIYAN MALIK FAJAR |
| Date Deposited: | 27 Aug 2026 04:18 |
| Last Modified: | 27 Aug 2026 04:18 |
| URI: | http://repository.upnvj.ac.id/id/eprint/51880 |
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