Factors Impacting Consumer Loyalty to the Halal Brand of PT. Soka Cipta Niaga

(1)

THE FACTORS IMPACTING THE HALAL BRAND CONSUMER LOYALTY OF PT. SOKA CIPTA NIAGA

By

Nigel Philo Abdy 11403097

BACHELOR’S DEGREE in

INTERNATIONAL BUSINESS AND MARKETING

FACULTY OF BUSINESS ADMINISTRATION AND COMMUNICATION

SWISS GERMAN UNIVERSITY

The Prominence Tower

Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 - Indonesia

AUGUST 2018

(2)

CONSUMER LOYALTY OF PT. SOKA CIPTA NIAGA

By

Nigel Philo Abdy 11403097

BACHELOR’S DEGREE in

INTERNATIONAL BUSINESS AND MARKETING

FACULTY OF BUSINESS ADMINISTRATION AND COMMUNICATION

The Prominence Tower

Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 - Indonesia

Revision after the Thesis Defense on 26 July 2018

(3)

The Factors Impacting the Halal Brand Consumer Loyalty of PT. Soka Cipta Niaga

Nigel Philo Abdy Page 2 of 123

STATEMENT BY THE AUTHOR

I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.

Nigel Philo Abdy

____________________________________________

Student Date

Approved by:

Moch. Riyadh Rizky Adam, ST., M.S.M.

____________________________________________

Thesis Advisor Date

Dr. Nila K. Hidayat, SE., MM.

____________________________________________

Dean Date

(4)

ABSTRACT

THE FACTORS IMPACTING THE HALAL BRAND CONSUMER LOYALTY OF PT. SOKA CIPTA NIAGA

By

Nigel Philo Abdy

Moch. Riyadh Rizky Adam, ST., M.S.M.

Brand loyalty is the tendency of consumers to continuously purchase one brand’s products over another. Consumer behaviour patterns demonstrate that consumers will continue to buy products from a company that has fostered a trusting relationship. Loyalty is extremely beneficial to businesses as it leads to repeat purchases by consumers, higher revenues, and customer referrals. Quantitative method is used in this research by using SEM-PLS. PLS is needed to analyse the numbers resulting from the response of respondents recorded through the distribution of questionnaires. This research aims to find out the impacts of Halal Brand Image, Brand Perceived Quality, Brand Satisfaction, and Brand Trust on the Brand Loyalty of PT Soka Cipta Niaga as one of the companies that use Islamic Marketing in an unconventional product, which is Socks. The finding of this research has shown that these variables not only have an impact towards Brand Loyalty itself, rather than each other, and the results also show that Halal Brand Image has the largest impact towards all the other variables.

Keywords: Halal Brand Image, Brand Perceived Quality, Brand Satisfaction, Brand Trust, Brand Loyalty

(5)

(6)

DEDICATION

I dedicate this work to my beloved family, for all the support and prayers they’ve blessed me with.

(7)

ACKNOWLEDGEMENTS

Above all, I would like to thank God as my largest source of strength and support.

To my family who always motivates and pray for me. May this work make them proud.

I also wish to thank the amazing lecturers of Swiss German University for guiding me throughout my university period. Especially Mr. Fiter Abadi and Mrs, Margaretha Lingga for the guidance throughout my university years. A special thank you to Mr. Rizky, who I show grate gratitude for being patient in helping and guiding me through my thesis, it would be impossible to go through this without you.

To all my dearest friends who has supported me from the beginning, Especially Marcelinus William Gani, Sutanoto Sanjaya, Leonardus Nicholas Nugrahtama, Rony Ferdinand, Johan Sudarto, Farahiyah Ghassani, Chelsea Tandry, Canny Geraldine, Ni Wayan Sekar Ayu Prabashanti, Fionna Adeline, Dinda Lestari, Azim Atlantino. Thank you for the great times and memories.

(8)

Factors Impacting Consumer Loyalty to the Halal Brand of PT. Soka Cipta Niaga

THE FACTORS IMPACTING THE HALAL BRAND CONSUMER LOYALTY OF PT. SOKA CIPTA NIAGA

CONSUMER LOYALTY OF PT. SOKA CIPTA NIAGA

STATEMENT BY THE AUTHOR

ABSTRACT

THE FACTORS IMPACTING THE HALAL BRAND CONSUMER LOYALTY OF PT. SOKA CIPTA NIAGA

DEDICATION

ACKNOWLEDGEMENTS

Table of Contents