LOYALITAS KONSUMEN PASCA PANDEMI: MENERAPKAN PRINSIP-PRINSIP ISLAM DALAM SERVICESCAPE, PEMASARAN MEDIA SOSIAL, DAN KUALITAS PRODUK

Deddi Fasmadhy Satiadharmanto; M Dimyati Huda; Moh Asror Yusuf; Muhd Qudrat Nugraha; Imam Muhtadin

doi:10.52353/ama.v17i2.738

LOYALITAS KONSUMEN PASCA PANDEMI: MENERAPKAN PRINSIP-PRINSIP ISLAM DALAM SERVICESCAPE, PEMASARAN MEDIA SOSIAL, DAN KUALITAS PRODUK

Deddi Fasmadhy Satiadharmanto, M Dimyati Huda, Moh Asror Yusuf, Muhd Qudrat Nugraha, Imam Muhtadin

Abstrak

Abstract : The COVID-19 pandemic has changed consumer behavior, making loyalty a key factor for businesses looking to thrive in the post-pandemic era. This study explores the application of Islamic principles in building consumer loyalty through servicescape, social media marketing, and product quality. The objective is to examine how these elements, when aligned with Islamic ethics, can enhance consumer trust and loyalty. A mixed-methods approach was used, combining quantitative surveys distributed to consumers across various industries with qualitative interviews to gain deeper insights into consumer perceptions and experiences. The quantitative data were analyzed using regression and correlation techniques to determine the impact of servicescape, social media marketing, and product quality on consumer loyalty. The qualitative data were analyzed thematically to understand consumer attitudes and preferences more comprehensively. The results indicate that each of the three factors plays a significant role in fostering loyalty, with servicescape and product quality having the most pronounced effect. Additionally, the study highlights that ethical marketing, rooted in honesty and fairness as per Islamic principles, enhances the overall consumer experience, leading to stronger long-term loyalty. This research contributes to understanding the integration of Islamic business ethics in contemporary marketing practices, providing valuable insights for businesses seeking to build lasting consumer relationships in the post-pandemic market.

Abstrak : Pandemi COVID-19 telah mengubah perilaku konsumen, menjadikan loyalitas sebagai faktor kunci bagi bisnis yang ingin berkembang di era pasca-pandemi. Penelitian ini mengeksplorasi penerapan prinsip-prinsip Islam dalam membangun loyalitas konsumen melalui servicescape, pemasaran media sosial, dan kualitas produk. Tujuan penelitian ini adalah untuk menguji bagaimana elemen-elemen tersebut, ketika diselaraskan dengan etika Islam, dapat meningkatkan kepercayaan dan loyalitas konsumen. Pendekatan mixed-methods digunakan, menggabungkan pendekatan kuantitatif berupa survei yang disebarkan kepada konsumen di berbagai industri, dengan pendekatan kualitatif melalui wawancara untuk mendapatkan wawasan yang lebih mendalam mengenai persepsi dan pengalaman konsumen. Data kuantitatif dianalisis menggunakan teknik regresi dan korelasi untuk menentukan pengaruh servicescape, pemasaran media sosial, dan kualitas produk terhadap loyalitas konsumen. Data kualitatif dianalisis secara tematik untuk memahami sikap dan preferensi konsumen dengan lebih komprehensif. Hasil penelitian menunjukkan ketiga faktor tersebut berperan dalam membangun loyalitas, dengan servicescape dan kualitas produk memberikan pengaruh yang paling besar. Penelitian ini menyoroti bahwa pemasaran yang etis berakar pada kejujuran dan keadilan sesuai dengan prinsip Islam, meningkatkan pengalaman konsumen secara keseluruhan, mengarah pada loyalitas jangka panjang. Penelitian ini memberikan kontribusi dalam memahami integrasi etika bisnis Islam dalam praktik pemasaran kontemporer, serta memberikan wawasan berharga bagi perusahaan yang ingin membangun hubungan konsumen yang langgeng di pasar pasca-pandemi.

Kata Kunci

loyalitas konsumen, servicescape, pemasaran media sosial, kualitas produk, pasca pandemi

Teks Lengkap:

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DOI: http://dx.doi.org/10.52353/ama.v17i2.738