ANALYSIS OF CONSUMER LOYALTY TOWARDS THE SAMSUNG S24 FE PRODUCT THROUGH YOUTUBE REVIEWS BY ‘GADGETIN’: AN ISLAMIC MARKETING PERSPECTIVE AND THE PRINCIPLE OF CONTINUITY

Abstract

This study aims to analyze strategies for maintaining consumer loyalty toward the Samsung S24 FE product through a review of comments on the Gadgetin YouTube channel, and to examine its alignment with the principles of sharia marketing, with a particular focus on the principle of continuity. In the digital era, reviews and opinions shared on social media platforms have a significant influence on shaping consumer perceptions and purchasing decisions. This study employs a qualitative method, presenting data in the form of screenshots from YouTube videos, which are then analyzed descriptively using the utility theory developed by John von Neumann – Morgenstern  (1944). The analysis results show that consumer trust in the reviewer and satisfaction with product performance shape both emotional and functional loyalty. However, such loyalty only reflects the Islamic principle of continuity when it is based on ethical sustainability, rather than mere repeated consumption. This study also emphasizes the importance of implementing marketing strategies that are long-term oriented, responsible, and aligned with sharia principles.