Di zaman sekarang ini banyak sekali merek atau produk busana muslim yang sangat dikenal di masyarakat. Salah satunya adalah merek atau brand Dannis. Namun, dengan berkembangnya dunia fashion di Indonesia khususnya Islamic fashion membuat banyak orang mendirikan usaha baju muslim. Dengan munculnya pakaian-pakaian muslim dipasar brand Dannis tetap mampu bertahan untuk bersaing dengan para kompetitornya. Maka dari itu penelitian melakukan penelitian dengan judul “Analisis Brand Assosoation dalam Menjaga Loyalitas Pelanggan dalam Perspektif Marketing Syariah (Studi Kasus Brand Dannis di Kabupaten bangkalan)” tujuan dari penelitian ini yaitu bagaimana brand assosiation dalam menjaga loyalitas pelanggannya ditinjau dalam perspektif marketing syariah. Dalam penelitian ini menggunakan penelitian kualitatif dengan teknik pengumpulan data melalui wawancara yang dilakukan terhadap pelanggan yang loyal pada brand dannis di Kabupaten Bangkalan. Sumber data penelitian ini diperoleh dari sumber data primer yang didapatkan melalui wawancara dengan pelanggan baju Dannis di Kabupaten Bangkalan dan data sekunder dari buku, jurnal dan artikel. Hasil penelitian menunjukan bahwa brand assosiation pada Dannis di kabupaten Bangkalan sangat kuat, sehingga masyarakat masih loyal terhadap brand Dannis. Hal ini dapat dilihat dari terjaganya kualitas dari produk Dannis dan desainnya yang selalu inovatif yang mempunyai ciri khas dibandingkan dengan produk lainnya yang akhirnya membuat pelanggan tetap loyal terhadap produk Dannis. Dan marketing syariah yang telah dilakukan oleh brand Dannis sudah sesuai dengan prinsip marketing syariah yaitu segmentasi, targeting dan positioning. Hal ini dapat dilihat dari prinsip-prisnip yang telah dilakukan oleh brand dannis yaitu Dannis mampu menargetkan pemasarannya sesuai sasaran ya dituju dan mampu bersaing dengan kompetitornya. dan prinsip yang dilakukan brand Dannis ini merupakan prinsip yang sesuai dengan syariat islam. Kata kunci: Brand assosiation, Loyalitas, marketing syariah

In this day and age there are many Muslim fashion brands or products that are very well known in the community. One of them is the Dannis brand. However, with the development of the fashion world in Indonesia, especially Islamic fashion, many people set up Muslim fashion businesses. With the emergence of Muslim clothing in the Dannis brand market, it is still able to survive to compete with its competitors. Therefore the research conducts research with the title "Analysis of Brand Assosoation in Maintaining Customer Loyalty in Sharia Marketing Perspectives (Case Study of Dannis Brand in Bangkalan District)" The purpose of this study is how brand association in maintaining customer loyalty is reviewed in sharia marketing perspective. In this study using qualitative research with data collection techniques through interviews conducted with loyal customers of brand Dannis in Bangkalan Regency. The data source of this research was obtained from primary data sources obtained through interviews with customers of ethnic clothing in Bangkalan Regency and secondary data from books, journals and articles. The results showed that brand association in Dannis in Bangkalan district was very strong, so that the community was still loyal to the brand Dannis. This can be seen from the maintained quality of Dannis products and designs that are always innovative that have characteristics compared to other products that ultimately make customers remain loyal to the Dannis products. And sharia marketing that has been carried out by brand Dannis is in accordance with the principles of sharia marketing, namely segmentation, targeting and positioning. This can be seen from the principles that have been carried out by brand Dannis, that is, Dannis is able to target its marketing according to its intended target and be able to compete with its competitors. and the principles adopted by this brand Dannis are principles that are in accordance with Islamic law. Keywords: Brand association, loyalty, sharia marketing

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