Abstract
This study aims to find evidence of the influence of Sharia Marketing Strategy, Consumer Satisfaction, and Consumer Confidence. This type of research is quantitative research. The population in this study are consumers at Naughti Hijab Store. The sampling technique used is using the Slovin formula. The sample in this study in this amounted to 100 respondents Naughti Hijab Store cunsumers. In this study using four variables, namely sharia marketing strategy, consumer satisfaction, and consumer confidence as independent variables and consumer loyalty as the dependent variable. This study uses multiple linear regression analysis method with the help of SPSS. The results showed that the sharia marketing strategy had a positive and significant effect on consumer loyalty, consumer satisfaction did not have a positive and significant effect on consumer loyalty, and consumer confidence had a positive and significant effect on consumer loyalty. From the results of multiple linear regression analysis, the coefficient of each variable is obtained, namely sharia marketing strategy 0,000, consumer satisfaction at 0.081, and consumer confidence at 0,016.
Highlights
Era globalisasi saat ini memberikan dampak yang sangat luas terhadap pertumbuhan dunia fashion muslim di Indonesia yang sangat beragam
This study aims to find evidence of the influence of Sharia Marketing Strategy, Consumer Satisfaction, and Consumer Confidence
The results showed that the sharia marketing strategy had a positive and significant effect on consumer loyalty, consumer satisfaction did not have a positive and significant effect on consumer loyalty, and consumer confidence had a positive and significant effect on consumer loyalty
Summary
Era globalisasi saat ini memberikan dampak yang sangat luas terhadap pertumbuhan dunia fashion muslim di Indonesia yang sangat beragam. Akhirnya konsumen cenderung mempertimbangkan kesesuaian produk yang ditawarkan juga jasa yang diberikan pada nilai spiritual yang diyakini akan sesuai dengan apa yang ditawarkan oleh penjual. Melihat persaingan usaha fashion muslim yang berkembang saat ini yang semakin kompetitif dalam menawarkan produk unggulan mereka, maka Naughti Hijab Store harus lebih berusaha untuk membangun hubungan dalam jangka panjang dengan para konsumen yang sudah datang ke toko maupun secara online yang sudah membeli produk mereka. Untuk itu Naughti Hijab Store berusaha untuk memberikan pelayanan yang terbaik kepada konsumennya yang sudah membeli produk ditokonya, serta berusaha mendapat apresiasi penilaian-penilaian yang positif dari para konsumen yang sangat besar. Dengan menciptakan suatu loyalitas konsumen terhadap toko maka konsumen yang sangat loyal bukan hanya sangat berpotensi menjadi word of mouth advertisers, namun juga kemungkinan besar loyalitas pada produk dan pelayanan atas jasa yang kita berikan secara semaksimal mungkin (Sri Mulyani, 2018)
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