Pengaruh Branding Halal dan Faktor Kualitas Produk Kosmetik terhadap Loyalitas Konsumen Muslim di Lombok

Zuriatul Azizah; Novi Yanti Sandra Dewi; Ahadiah  Agustina

doi:10.47709/jebma.v6i1.8043

Authors

Zuriatul Azizah Program Studi Ekonomi Syariah, Fakultas Agama Islam, Universitas Muhammadiyah Mataram
Novi Yanti Sandra Dewi Universitas Muhammadiyah Mataram
Ahadiah Agustina Universitas Muhammadiyah Mataram

DOI:

https://doi.org/10.47709/jebma.v6i1.8043

Keywords:

halal branding, product quality, consumer loyalty

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh branding halal dan kualitas produk kosmetik terhadap loyalitas konsumen Muslim di Lombok. Latar belakang penelitian didasarkan pada adanya kesenjangan studi yang belum banyak mengkaji perilaku konsumen Muslim dalam konteks sosial-keagamaan masyarakat Lombok yang dikenal religius serta menjadi destinasi wisata halal nasional. Penelitian ini menggunakan pendekatan kuantitatif dengan desain kausal dan melibatkan 119 responden Muslim yang menggunakan produk kosmetik halal. Pengumpulan data dilakukan melalui kuesioner skala Likert dan dianalisis menggunakan statistik deskriptif, uji normalitas, serta regresi linear berganda. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap loyalitas konsumen, sedangkan branding halal tidak berpengaruh signifikan secara parsial. Secara simultan, kedua variabel tetap memberikan kontribusi terhadap pembentukan loyalitas konsumen, dengan 33,5% variasi loyalitas dapat dijelaskan oleh model. Temuan ini menegaskan bahwa loyalitas konsumen Muslim tidak hanya dipengaruhi oleh nilai religius terkait kehalalan, tetapi juga sangat ditentukan oleh kualitas produk yang mampu memenuhi kebutuhan fungsional mereka. Penelitian ini memberikan kontribusi bagi pengembangan strategi pemasaran kosmetik halal yang berbasis kualitas dan nilai spiritual Islam.

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