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Submitted
10 May 2022
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23 May 2022
Published
23 May 2022
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Abstract

Indonesia memiliki banyak generasi milenial dengan penganut Agama Islam. Tentu dengan tingginya angka generasi milenial, para pemasar fashion muslim perlu mengetahui seperti apa pendekatan yang tepat pada generasi milenial di Indonesia. Tujuan dari penelitian ini adalah untuk menguji apakah pengalaman merek (sensorik, afektif, perilaku dan intelektual) dan keterlibatan pelanggan generasi milenial dalam pengaruhnya menjadi konsumen yang loyal terhadap sebuah merek. Penelitian ini menggunakan pendekatan kuantitatif dengan data primer yang dikumpulkan dengan kuesioner, selanjutnya diolah menggunakan Amos 24 dengan total responden sebesar 171 untuk diuji. Hasil yang ditemukan yaitu pengalaman merek intelektual dan pengalaman keperilakuan merek berpengaruh positif terhadap keterlibatan pelanggan, keterlibatan pelanggan sendiri juga berpengaruh positif terhadap loyalitas merek. Di sisi lain, ditemukan pengalaman merek sensorik dan pengalaman merek afektif tidak signifikan pada keterlibatan pelanggan. Para pemasar fashion muslim perlu meningkatkan hubungan mereka melalui keterlibatan pelanggan pada konsumen milenial agar milenial tidak meninggalkan merek tersebut. Rekomendasi yang dapat diberikan untuk penelitian selanjutnya adalah dengan mencari jumlah responden dengan jenis kelamin yang setara agar tidak cenderung pada satu jenis kelamin saja.

Keywords

pengalaman merek keperilakuan merek keterlibatan pelanggan loyalitas pelanggan

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Copyright (c) 2022 Manda Indurasmi, Istyakara Muslichah

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Indurasmi, M., & Muslichah , I. . (2022). Peran Pengalaman Merek dan Keterlibatan pada Loyalitas Pelanggan Fashion Muslim di Indonesia. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(1), 138–161. Retrieved from https://journal.uii.ac.id/selma/article/view/23661
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