Consumer Loyalty Model Based on Islamic Marketing and Brand Image (Case Study of PT. Arrisalah Group NZF)

Abstract

Kristanto in (Nitema Gulo et al., 2023) argue that customer loyalty is a key factor in a business's sustainability, reflected in customer loyalty and trust in the products or services offered. In other words, customer loyalty can be demonstrated through repeat purchasing habits, a willingness to recommend the product to others, and a steadfastness in choosing the business without easily switching to competitors. The ability to build customer loyalty benefits not only increased sales but also reduced marketing costs, as loyal customers are more likely to make repeat purchases and recommend the company to those closest to them. Customer loyalty is a key asset that must be maintained to build a strong company. Building long-term relationships with customers is a crucial strategy for a company's long-term success. In today's increasingly competitive environment, companies must be able to create attractive marketing strategies, provide enhanced benefits, and build emotional connections with customers, which can hopefully foster customer loyalty. Customer loyalty can be a source of sustainable competitive advantage. Customer loyalty plays a crucial role in a company; high levels of customer loyalty reflect the purchasing behavior typically exhibited by loyal customers. To attract loyal customers, every company must create a positive image in the eyes of consumers, as the image consumers have of a company ultimately shapes their assessment of the company's existence. Building and maintaining a strong image is crucial for a service organization if it wants to attract and retain customers. Customer loyalty can be built through effective marketing that focuses on providing solutions and enhanced benefits to customers. Prioritizing customer interests fosters a strong emotional connection, even if the company doesn't directly communicate the positive aspects of its offerings. Marketing that builds on good relationships and provides added value with sincerity is the concept of Islamic marketing. Islamic marketing is a crucial factor in an effective marketing strategy because it can have a greater impact by emphasizing value-added services, not just selling products or services.