The Influence of Brand Experience, Brand Trust, Brand Attachment on Customer Loyalty in an Islamic Business Perspective (Study on Generation Z Skintific Consumers In Bandar Lampung City)
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Abstract
This study aims to determine and analyze the effect of Brand Experience, Brand Trust, and Brand Attachment on Customer Loyalty in an Islamic Business Perspective, with a focus on Skintific Skincare users among generation Z in Bandar Lampung City. The methodology used is a survey with a questionnaire distributed to 97 respondents who are users of Skintific products. Data analysis was carried out using purposive sampling techniques, using the Nonprobability Sampling method and using the Lemeshow formula. The data analysis method using SEM PLS analysis is processed with the SmartPLS 4.0 application. The results showed that Brand Experience has a positive and significant effect on Customer Loyalty, Furthermore, Brand Attachment has a positive effect on Customer Loyalty. While brand Trust is proven to have no effect on customer loyalty. This research makes an important contribution to skincare companies in developing marketing strategies that are in accordance with Islamic business values, as well as helping companies build customer loyalty among generation Z.
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How to Cite
Anggreini, N., Fasa, M. I., & Fachri, A. (2025). The Influence of Brand Experience, Brand Trust, Brand Attachment on Customer Loyalty in an Islamic Business Perspective (Study on Generation Z Skintific Consumers In Bandar Lampung City). ProBisnis : Jurnal Manajemen, 16(2), 49–58. Retrieved from https://ejournal.joninstitute.org/index.php/ProBisnis/article/view/902
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Arioputra, F. M., Jakarta, U. M., & Bisnis, E. (2020). Membangun Etika Bisnis Islami: Refleksi atas Nilai Kejujuran, Amanah, dan Ihsan. 96–105.
Atmi, R. T., & Famiky, D. (2023). Analisis Pemenuhan Kebutuhan Sumber Informasi Kecantikan pada Generasi Z. Palimpsest: Jurnal Ilmu Informasi Dan Perpustakaan, 14(2), 118–132. https://doi.org/10.20473/pjil.v14i2.50861
Ayu, R. S., Survival, S., & Budiantono, B. (2023). PENGARUH BRAND EXPERIENCE DAN BRAND IMAGE TERHADAP KEPUASAN PELANGGAN YANG DIMODERASI KUALITAS PELAYANAN (Studi pada Pelanggan CV. Indo RSVP Group di Kota Malang). Jurnal Economina, 2(4), 919–933. https://doi.org/10.55681/economina.v2i4.457
Charla, U., & Isyanawulan, G. (2023). Pengaruh Intensitas Penggunaan Fitur Tiktok Shop Terhadap Perilaku Konsumtif Pada Generasi Z (Studi Di Desa Batu Ampar Baru Kabupaten Ogan Komering Ilir. Jurnal Empirika, 8(1), 58–73. https://doi.org/10.47753/je.v8i1.133
Ekonomika, J., Islam, B., & Isnaini, N. (2022). Konsep Pembentukan Islamic Branding Tinjauan Etika Bisnis Islam. Jurnal Ekonomika Dan Bisnis Islam, 5(3), 127–144. https://journal.unesa.ac.id/index.php/jei
Fitriani, T. N., Kurniawan, B., & Goeltom, H. C. (2023). Pengaruh Brand Trust, Brand Awareness Terhadap Purchase Intention Melalui Brand Satisfaction Sebagai Variabel Intervening. Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi (JEBMA), 3(3), 968–977. https://doi.org/10.47709/jebma.v3i3.3214
Hayati, E., Ramdan, A. M., & Norisanti, N. (2022). Analysis of Brand Trust in Mediating the Relationship between Brand Experience and Brand Loyalty (Survey of Garnier Skincare Product Users in Sukabumi City) Analisis Kepercayaan Merek dalam Memediasi Hubungan Antara Brand Experience dan Brand Loyalty (Sur. Management Studies and Entrepreneurship Journal, 3(3), 1423–1434. http://journal.yrpipku.com/index.php/msej
Kasiha, W. N. T., Lumanauw, B., & Raintung, M. C. (2023). Pengaruh Brand Experience, Affective Commitment , dan Brand Trust terhadap Brand Loyality pada Konsumen Cafe Ngopi Jo Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(3), 644–655. https://doi.org/10.35794/emba.v11i3.49963
Khairunnisa, & Inayatillah. (2023). Pengaruh Kedekatan Emosional dan Komitmen Terhadap Loyalitas Nasabah. Skripsi Fakultas Ekonomi Dan Bisnis Islam, 5(3), 248–253.
Mahardika, M., & Setyawan, A. A. (2024). Pengaruh Brand Experience, Brand Trust Terhadap Brand Loyalty Dengan Brand Love sebagai Variabel Intervening (Studi Empiris Produk Sepatu Aerostreet). Management Studies and Entrepreneurship Journal (MSEJ), 5(2), 3587–3599. https://doi.org/10.37385/msej.v5i2.4438
Mashuri, M. (2020). Analisis Dimensi Loyalitas Pelangan Berdasarkan Perspektif Islam. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 9(1), 54–64. https://doi.org/10.46367/iqtishaduna.v9i1.212
Pramezwary, A., Juliana, J., Winata, J., Tanesha, R., & Armando, T. (2021). Brand Trust dan Promosi Penjualan Terhadap Keputusan Pembelian Produk Di Masa Covid-19. Jurnal Perspektif, 19(1), 24–31. https://doi.org/10.31294/jp.v19i1.9376
Rahayu, S., & Faulina, S. T. (2022). Pengaruh Digital Customer Experience dalam Menciptakan Customer Satisfaction dan Customer Loyalty di Era Digital. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 1–13. https://doi.org/10.36778/jesya.v5i1.568
Riady, S., Fageh, A., & Islam Negeri Sunan Ampel Surabaya, U. (2023). Konsep Manajemen Pemasaran Dalam Perspektif Islam. Communnity Development Journal, 4(Juni), 3795.
Rizal, D. M., Irwan, I., & Yunus, M. R. (2022). Peran Media Sosial Dalam Menjaga Loyalitas Pelanggan Toko Fantasy Mobile Di Biak. Gema Kampus IISIP YAPIS Biak, 17(2), 53–60. https://doi.org/10.52049/gemakampus.v17i2.271
Safira, R. E., & Rahmanto, D. N. A. (2022). Islamic Branding Experience dan Customer Citizenship Behaviour terhadap Keputusan Menggunakan Layanan LinkAja Syariah. Etihad: Journal of Islamic Banking and Finance, 2(1), 1–19. https://doi.org/10.21154/etihad.v2i1.3953
Sayyida, S. (2023). Structural Equation Modeling (Sem) Dengan Smartpls Dalam Menyelesaiakan Permasalahan Di Bidang Ekonomi. Journal MISSY (Management and Business Strategy), 4(1), 6–13. https://doi.org/10.24929/missy.v4i1.2610
Setiawan, M. H., Komarudin, R., & Kholifah, D. N. (2022). Pengaruh Kepercayaan, Tampilan Dan Promosi Terhadap Keputusan Pemilihan Aplikasi Marketplace. Jurnal Infortech, 4(2), 141. http://ejournal.bsi.ac.id/ejurnal/index.php/infortech139
Tamher, D. M., & Robert Kristaung. (2024). Pengaruh Brand Personality, Brand Attachment, Brand Love Terhadap Kesetian Pelanggan. Jurnal Ekonomi Trisakti, 4(1), 545–554. https://doi.org/10.25105/jet.v4i1.19362