Measuring Indonesian Brand Customer Loyalty through Net Promoter Score for Middle Class Muslim Women Consumers

Oct 13, 2025 by leolavanderia.com.br 144 views

Measuring Indonesian Brand Customer Loyalty through Net Promoter Score for Middle Class Muslim Women Consumers

The Indonesian middle class has undergone significant changes since 2011, with a substantial increase in purchasing power. This shift has made products that were once considered luxurious now accessible to a broader audience. A notable phenomenon has emerged in middle-class Muslim consumers in Indonesia, where halal factors have become a major consideration in purchasing decisions. This study aims to examine the Net Promoter Score (NPS) value of various Indonesian brands in the eyes of middle-class Muslim women consumers in Medan.

The Significance of Middle-Class Muslim Women Consumers in Indonesia

The middle class revolution in Indonesia has led to a significant increase in the purchasing power of this demographic. As a result, Indonesian brands have begun to focus on catering to the needs of this growing market segment. Middle-class Muslim women consumers, in particular, have emerged as a promising target audience for Indonesian brands. This demographic is characterized by their increasing purchasing power, growing awareness of halal products, and strong attachment to Islamic values.

Methodology and Data Collection

This study employed the NPS method to measure customer loyalty among middle-class Muslim women consumers in Medan. The research population was uncertain, and the sample determination was carried out using the supramono formula, resulting in a total sample of 100 respondents. Secondary data was also collected from books, magazines, and literature to support research analysis. The analysis method used was descriptive and quantitative analysis.

Results and Findings

The results of this study showed that of the 73 brands studied, there were 4 brands that had a negative NPS value. This indicates that there is a potential for dissatisfaction and the possibility of customers spreading negative opinions about the brand. Conversely, the high NPS value in most brands indicates that middle-class Muslim female consumers in Medan are satisfied and loyal to the brands. The study also found that there are 3 brands with the title "Good", 65 brands with the title "Excellent NPS", 16 brands with the title "Leader NPS", and one brand with the title "Star NPS".

Deeper Analysis: Understanding Customer Loyalty Factors

The findings of this study provide an interesting picture of the level of customer loyalty to Indonesian brands in the eyes of middle-class Muslim women consumers. The negative NPS value in 4 brands shows that there is a potential for dissatisfaction and the possibility of customers spreading negative opinions about the brand. Conversely, the high NPS value in most brands indicates that middle-class Muslim female consumers in Medan are satisfied and loyal to the brands.

Some important factors that can affect customer loyalty in this segment are:

*** Halal: Halalness is the main factor considered by middle-class Muslim female consumers in choosing products. Brands that can prove the halal products of their products with official certification tend to be more reliable.

*** Product Quality: Consumers want high-quality products at commensurate prices. They do not hesitate to pay more for proven quality products.

*** Islamic Values: Brands that have Islamic values such as caring for the environment, social, and business ethics, tend to get higher appreciation than middle-class Muslim women consumers.

*** Customer Experience: Moment "Touch Point" is positive, such as friendly service, easy transaction processes, and ease of getting information, can increase customer loyalty.

Implications for Brands: Building Strong Loyalty

The results of this study provide several implications for brands:

*** Increasing Halal Awareness: Brand needs to be more active in communicating the halalness of their products and services. Clear and transparent halal certification can build consumer trust.

*** Improving Product Quality: Brand must continue to improve the quality of their products and services to meet the needs and expectations of consumers that are increasingly high.

*** Improvement of Customer Experience: Brand needs to focus on building positive customer experience through various "touch points", ranging from the purchase process to after-sales service.

*** Building Attachment to Islamic Values: Brand can consider implementing programs that are in accordance with Islamic values, such as CSR programs that support the empowerment of women, education, or humanity.

By understanding the needs and preferences of middle-class Muslim women's consumers, Indonesian brands can improve their marketing strategies and build strong loyalty in this promising market segment.
Frequently Asked Questions: Measuring Indonesian Brand Customer Loyalty through Net Promoter Score for Middle Class Muslim Women Consumers

In our previous article, we discussed the importance of measuring customer loyalty among middle-class Muslim women consumers in Indonesia using the Net Promoter Score (NPS) method. We also explored the factors that affect customer loyalty in this segment, including halalness, product quality, Islamic values, and customer experience. In this article, we will answer some frequently asked questions related to this topic.

Q: What is the Net Promoter Score (NPS) method?

A: The NPS method is a widely used metric to measure customer loyalty and satisfaction. It is calculated by asking customers one simple question: "On a scale of 0-10, how likely are you to recommend our brand to a friend or colleague?" Customers who respond with a score of 9 or 10 are considered "promoters," while those who respond with a score of 0-6 are considered "detractors." The NPS is then calculated by subtracting the percentage of detractors from the percentage of promoters.

Q: Why is it important to measure customer loyalty among middle-class Muslim women consumers in Indonesia?

A: Middle-class Muslim women consumers in Indonesia are a growing and influential demographic. They have a significant impact on purchasing decisions and are increasingly demanding halal products and services. By measuring customer loyalty among this segment, brands can gain a deeper understanding of their needs and preferences and develop targeted marketing strategies to build strong loyalty.

Q: What are the key factors that affect customer loyalty among middle-class Muslim women consumers in Indonesia?

A: The key factors that affect customer loyalty among middle-class Muslim women consumers in Indonesia include:

Halalness: Middle-class Muslim women consumers prioritize halal products and services.
Product Quality: Consumers want high-quality products at commensurate prices.
Islamic Values: Brands that have Islamic values such as caring for the environment, social, and business ethics tend to get higher appreciation.
Customer Experience: Positive customer experiences through various "touch points" can increase customer loyalty.

Q: How can brands improve customer loyalty among middle-class Muslim women consumers in Indonesia?

A: Brands can improve customer loyalty among middle-class Muslim women consumers in Indonesia by:

Increasing Halal Awareness: Brands need to be more active in communicating the halalness of their products and services.
Improving Product Quality: Brands must continue to improve the quality of their products and services to meet the needs and expectations of consumers.
Improvement of Customer Experience: Brands need to focus on building positive customer experiences through various "touch points".
Building Attachment to Islamic Values: Brands can consider implementing programs that are in accordance with Islamic values.

Q: What are the implications of this study for Indonesian brands?

A: The implications of this study for Indonesian brands are:

Develop targeted marketing strategies: Brands need to develop targeted marketing strategies to build strong loyalty among middle-class Muslim women consumers.
Improve product quality: Brands must continue to improve the quality of their products and services to meet the needs and expectations of consumers.
Increase halal awareness: Brands need to be more active in communicating the halalness of their products and services.
Build positive customer experiences: Brands need to focus on building positive customer experiences through various "touch points".