Analisis Customer Experince, Brand Image, dan Religiousity dalam Mempengaruhi Customer Loyalty (Studi pada Produk Boikot Pro Israel)

Hamidah Tussifah (Universitas Darussalam Gontor)
Nur Choirina Ma’rufah (Universitas Darussalam Gontor)
Nawa Marjany (Universitas Darussalam Gontor)

Journal of Innovative and Creativity
Vol. 5 No. 2 (2025)

The article titled "Analysis of Customer Experience, Brand Image, and Religiosity in Influencing Customer Loyalty (Study on Boycotted Pro-Israel Products)" is a scientific paper aimed at building research hypotheses on the influence between variables that can be used in future studies within the scope of marketing management. The research method used is a library research method, sourcing from online media such as Google Scholar, Mendeley, and other academic platforms. The findings of this study reveal that, despite the widespread boycott of pro-Israel products, customer experience influences customer loyalty. Brand image positively influences customer loyalty in some places and vice versa. Some studies show that religiosity has a negative impact on loyalty, while others show that religiosity positively affects customer loyalty due to a good brand image.