Ma'rufah, Nur Choirina (2025) The Effect of Religiosity, Emotional Branding, and Brand Experience on Customer Loyalty (Study on Boycott Vaseline Products at University of Darussalam Gontor Class C). S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

The Palestine-Israel conflict, which is actually a territorial dispute, has not reached a solution yet, even though the UN has tried to mediate. Global solidarity with Palestine has given birth to a boycott movement against products affiliated with Israel, including Indonesia which supports the Palestinian struggle through the MUI fatwa. Many products in Indonesia are boycotted because they are affiliated with Israel, one of which is Unilever. Vaseline is one of Unilever's brands and has had a strong emotional bond thanks to its reputation and social campaigns. Vaseline also has good quality as evidenced by the experience of consumers who are satisfied with the results when using the product. So a feeling of dilemma arises for Muslim consumers including students at University of Darussalam Gontor Class C who have been using Vaseline products since before the outbreak of the Israel-Palestine. The purpose of this study is to determine the Effect of Religiosity, Emotional Branding, and Brand Experience on Customer Loyalty to Boycott Vaseline Products at University of Darussalam Gontor Class C. The Researcher used a type of quantitative research with probability sampling techniques and purposive sampling approaches, which involved 154 respondents of Vaseline product customers who had been to 3 repurchases. Data collection was carried out through surveys, observations, and questionnaires. The data obtained by the researcher was analyzed using SPSS statistical software version 25. Data processing uses multiple linear regression T-Test and F-Test. The research concludes that Religiosity (X1) has a negative but insignificant effect on Customer Loyalty (Y). In contrast, Emotional Branding (X2) and Brand Experience (X3) have a significant positive impact on Customer Loyalty. Simultaneously, the three variables (X) have a significant effect on loyalty with a contribution value of 9.6%, and 90.4% is influenced by other variables not examined in this study. An increase in Religiosity tends to decrease Customer Loyalty, while increases in Emotional Branding and Brand Experience enhance Customer Loyalty.

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