Studi Implementasi Pemrosesan Informasi Sosial (SIP) Menargetkan Peningkatan Proses Loyalitas Merek Dimediasi Faktor Kepuasan Pelanggan

Daud Cahya Mulyo, Yael Geoffrey Aprianto, Yolanda Masnita, Husna Leila Yusran

Abstract


Penelitian ini bertujuan meningkatkan loyalitas merek pada sektor produk halal melalui kerangka social information processing (SIP), yang dilatarbelakangi oleh menurunnya loyalitas konsumen meskipun identitas halal telah kuat. Berdasarkan data 123 responden yang dianalisis dengan SEM-AMOS, hasil menunjukkan bahwa kepribadian merek halal berpengaruh positif terhadap ekuitas merek halal dan kepuasan pelanggan. Keduanya secara signifikan meningkatkan loyalitas merek, dengan kepuasan pelanggan juga berperan sebagai mediator dalam hubungan tersebut. Temuan ini menegaskan bahwa penguatan karakteristik merek halal dan pengelolaan informasi yang efektif dapat meningkatkan kepuasan dan loyalitas konsumen, dengan kepribadian merek halal sebagai faktor kunci. Meskipun semua hipotesis didukung, penelitian ini terbatas pada dominasi responden Generasi Z dan konteks negara berkembang. Oleh karena itu, penelitian selanjutnya disarankan melibatkan demografi yang lebih beragam dan metode pengumpulan data yang lebih luas. Secara praktis, perusahaan perlu meningkatkan kepuasan pelanggan melalui pengalaman pembelian yang positif dan memperkuat kepercayaan konsumen untuk mendorong loyalitas merek.

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DOI: https://doi.org/10.52643/jam.v16i2.8355

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