DETERMINAN LOYALITAS KONSUMEN SKINCARE SAFI DI JABODETABEK.

Amanda Rismayanti, . (2026) DETERMINAN LOYALITAS KONSUMEN SKINCARE SAFI DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The halal cosmetics industry in Indonesia has experienced significant growth, driven by increasing awareness among Muslim consumers regarding the importance of beauty products that are halal-certified, innovative, and effectively marketed. However, amid increasingly fierce market competition with the emergence of various local and international brands, consumer loyalty to specific brands tends to be unstable. Consumers are now increasingly selective and tend to switch brands due to aggressive competitor promotions on social media and demands for continuous product innovation, even as awareness of halal values and the importance of innovation continues to rise. This phenomenon reflects a gap between the values consumers hold and their repurchase decisions, particularly for halal skincare brands like SAFI, as analyzed through a quantitative approach involving 150 respondents. Data analysis was conducted using the SEM-PLS method with the Smart-PLS application. The results indicate that halal awareness, sustainable innovation, and promotional mix have a positive and significant influence on SAFI consumer loyalty. These findings indicate that awareness of halal certification, a commitment to sustainable innovation, and a targeted promotional mix strategy are key factors in building and maintaining consumer loyalty. Therefore, companies need to consistently communicate the benefits of halal products, introduce relevant product innovations, and design integrated promotional programs to enhance consumer loyalty in an increasingly competitive market. Keywords: Promotional mix, sustainable innovation, halal awareness, consumer loyalty, SAFI, skincare.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2210116011] [Pembimbing; Tati Handayani] [Penguji 1; Sasmita Nurvinda Laili] [Ketua Penguji; Muhammad Anwar Fathoni]
Uncontrolled Keywords:	Promotional Mix, Sustainable Innovation, Halal Awareness, Consumer Loyalty, SAFI, Skincare.
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:	AMANDA RISMAYANTI
Date Deposited:	06 Sep 2026 16:16
Last Modified:	06 Sep 2026 16:16
URI:	http://repository.upnvj.ac.id/id/eprint/52007

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