Pengaruh kesadaran merek, kesadaran halal, dan kualitas produk terhadap keterlibatan pelanggan atas produk grace and glow di platform e-commerce
Keywords:
Kesadaran Merek, Kesadaran Halal, Keterlibatan Pelanggan, Kualitas ProdukAbstract
We analyze the influence of brand awareness, halal awareness, and product quality on customer engagement. The sample of this study is Muslim customers of Grace and Glow cosmetic products on the e-commerce platform. We use the convenience sampling method to select and distribute research samples. By using the linear regression method with the ordinary least square (OLS) approach, we found that brand awareness, halal awareness, and product quality have a positive effect on customer engagement. From this study, we found that the priority of Muslim customers in using and having involvement in cosmetic products is halal awareness, brand awareness, and product quality are the last to receive attention. This finding has implications for the importance of companies in building a halal image of their products in order to gain loyalty from customers from the Muslim community.
Abstrak
Kami menganalisis pengaruh kesadaran merek, kesadaran halal, dan kualitas produk terhadap keterlibatan pelanggan. Sampel penelitian ini adalah para pelanggan muslim produk kosmetik produk Grace and Glow di platform e-commerce. Kami menggunakan metode convenience sampling untuk memilih dan mendistribusikan sampel penelitian. Dengan menggunakan metode regresi linear dengan pendekatan ordinary least square (OLS), kami menemukan bahwa kesadaran merek, kesadaran halal, dan kualitas produk berpengaruh positif terhadap keterlibatan pelanggan. Dari penelitian ini, kami menemukan bahwa prioritas pelanggan Muslim dalam menggunakan dan memiliki keterlibatan atas produk kosmetik adalah kesadaranan halal, kesadaran merek, dan kualitas produk merupakan yang paling terakhir mendapat perhatian. Temuan ini berimplikasi pada pentingnya perusaan dalam membangun citra halal produknya agar mendapat loyalitas dari para pelanggan yang berasal dari komunitas Muslim.
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