Eksistensi Brand Love Terhadap Perilaku Konsumen Produk Makanan Halal: Peran Islamic Marketing Literacy

Authors

  • Kartika Rose Rachmadi Universitas Islam Malang, Indonesia
  • Ahsani Taqwiem Universitas Islam Malang, Indonesia

DOI:

https://doi.org/10.29040/jiei.v8i2.4693

Keywords:

Brand Love, Literasi Pemasaran Islam, Perilaku Belanja Konsumen

Abstract

Peran literasi pemasaran Islami dalam memediasi keberadaan brand love terhadap suatu produk, dalam hal ini khususnya pada produk makanan halal, pada pembentukan pola perilaku belanja konsumen. Studi ini menemukan bahwa brand love merupakan determinan signifikan dari perilaku belanja konsumen untuk produk makanan halal. Selanjutnya, brand love berpengaruh signifikan terhadap kepercayaan, kepuasan dan loyalitas konsumen dengan literasi bentuk pemasaran islamic. Pentingnya literasi khususnya Islamic marketing dengan adanya brand love dalam membentuk pola perilaku konsumen saat berbelanja khususnya produk makanan halal. Temuan menunjukkan munculnya lima tema besar, yaitu pemasaran Islam dan perspektifnya, kegiatan dalam pemasaran Islam, peluang, kontroversi dan tantangan dalam Islam. Hasil penelitian menunjukkan bahwa pemasaran Islam memiliki dampak yang signifikan terhadap karakteristik perilaku berbelanja konsumen dan oleh karena itu mempengaruhi pilihan utama mereka tentang produk dan layanan tertentu. Studi ini menggambarkan berbagai desain dan metodologi penelitian yang digunakan dalam konteks makanan halal dan teori yang digunakan peneliti untuk menjelaskan perilaku pelanggan terhadap makanan halal dan determinan perilaku pelanggan terhadap makanan halal

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Published

22-06-2022

How to Cite

Rachmadi, K. R., & Taqwiem, A. (2022). Eksistensi Brand Love Terhadap Perilaku Konsumen Produk Makanan Halal: Peran Islamic Marketing Literacy. Jurnal Ilmiah Ekonomi Islam, 8(2), 1145–1152. https://doi.org/10.29040/jiei.v8i2.4693

Issue

Vol. 8 No. 2 (2022): JIEI : Vol. 8, No. 2, 2022

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