The Influence Of Islamic Branding On Brand Love Through Brand Trust (Study on Safi Skincare Consumers)

Muhammad Nashirul Haq; Arief Noviarkahman Zagladi

doi:10.53697/emba.v4i2.2042

Authors

Muhammad Nashirul Haq Master of Management, Faculty of Economics and Business, State University of Malang
Arief Noviarkahman Zagladi Faculty of Economics and Business, State University of Malang

DOI:

https://doi.org/10.53697/emba.v4i2.2042

Keywords:

Islamic Branding, Brand Trust, Brand Love

Abstract

The majority of Indonesia's population being Muslim, people are aware of halal Skincare products. The high awareness of halal Skincare products has a major influence on the interest in purchasing products with an Islamic image. If Islamic Branding in Skincare is good, trust will be formed in the brand and in the end consumers will love the brand. This study aims to determine the effect of Islamic Branding on Brand Love through Brand Trust on Skincare Safi consumers.This research uses a quantitative approach with a descriptive and explanatory design. The endogenous variabel in this study is Brand Love (Y), and the exogeneous variable is Islamic Branding (X), while the mediating variabel is Brand Trust (Z) For sample determination, a purposive sampling technique was used with a total sample of 152 respondents with a population of Safi Skincare Consumers who have purchased their products at least three times and consumers aged between ≥15-50 years. The analysis technique used descriptive statistical analysis and Partial Least Square (PLS ) analysisThe results of this research show that: Islamic Branding has a positive and significant effect on Brand Love, Islamic Branding has a positive and significant effect on Brand Trust, Brand Trust has a positive and significant effect on Brand Love, and Islamic Branding has an indirect effect on Brand Love through Brand Trust

References

Albert, N., & Merunka, D. (2013). The role of Brand Love in consumer‐Brand relationships. Journal of consumer marketing.

Alserhan, B. A. (2010). Islamic Branding: A conceptualization of related terms. Journal of Brand Management, 18(1), 34-49.

Alserhan, B. A. (2010). On Islamic Branding: Brands as good deeds. Journal of Islamic Marketing.

Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of Brand Love. Journal of Brand management, 17(7), 504-518.

Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of Brand Love. Marketing letters, 17(2), 79-89.

Ferrianadewi, E. (2008). Merek & Psikologi Konsumen Implikasi Pada Strategi Pemasaran. Edisi Pertama. Yogyakarta: Graha Ilmu

Griffin, J. (2005). Customer loyalty: menumbuhkan & mempertahankan kesetiaan Konsumen.Jakarta:penerbit erlangga

Joshi, R., & Garg, P. (2020). Assessing Brand Love, Brand sacredness and Brand fidelity towards halal Brands. Journal of Islamic Marketing.

Jumani, Z., & Siddiqui, K. (2012). Bases of Islamic Branding in Pakistan: Perceptions or believes. Interdisciplinary journal of contemporary research in business, 3(9).

Karjaluoto, H., Munnukka, J., & Kiuru, K. (2016). Brand Love and positive word of mouth: the moderating effects of experience and price. Journal of Product & Brand Management.

Mohezar S. (2016). Halal Cosmetics Adoption Among Young Muslim Consumers in Malaysia: Religiosity Concern. Global Jurnal Al-Thaqafah. 6(1):47-59.

Rif'adah, Y. (2019). Pengaruh Islamic Endorsement dan Islamic Branding terhadap minat beli di media sosial Instagram Safi Indonesia (Doctoral dissertation, UIN Sunan Ampel Surabaya).

Soleh, M. N., Adawiyah, W. R., & Afif, N. C. (2019). The influence of the halal logo on cosmetic products on Brand loyalty is mediated by Brand satisfaction and Brand Trust. ICORE, 5(1).

Suciyani, S. N (2020) Pengaruh Islamic Branding terhadap loyalitas Konsumen melalui kepercayaan Konsumen produk Skincare Wardah di Kota Malang. (Skripsi, Malang. Universitas Negeri Malang)

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R & D. Bandung: Alfabeta

Ulfah, D. A. (2020). Pengaruh Islamic Branding Dan Promosi Terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Rumah Makan Sambal Lalap Cabang Dipati Ukur Kota Bandung (Doctoral dissertation).

Universitas Negeri Malang. (2010). Pedoman Penulisan Karya Ilmiah:Skripsi, Tesis, Disertasi, Artikel, Makalah, Tugas Akhir, Laporan Penelitian. Edisi kelima. Malang: Universitas Negeri Malang.

Vidya, Wike. (2019). Pengaruh Islamic Branding Terhadap Tingkat Kepercayaan Dan Loyalitas Nasabah Bank Muamalat. Tesis

Yousef, W., Foroudi, P., Hussain, S., Yousef, N., Melewar, T. C., & Dennis, C. (2021). Impact of the Strength of Religious Beliefs on Brand Love in the Islamic Market. Corporate Reputation Review, 1-18.

Yunus, N. S. N. M., Rashid, W. E. W., Ariffin, N. M., & Rashid, N. M. (2014). Muslim's purchase intention towards non-Muslim's Halal packaged food manufacturer. Procedia-Social and Behavioral Sciences, 130, 145-154.