ABSTRAK
Perilaku konsumen adalah hal yang terus menarik dibahas dalam bisnis. Jika tidakada konsumen, sudah tentu bisnis tidak akan berjalan. Persaingan yang ketat di eraglobalisasi membuat perusahaan harus terus menjaga kredibilitas merek dan loyalitaskonsumen. Penelitian Alam et al (2012) menyatakan bahwa agama menjadi aspekpenting dalam proses pembelian. Konsumen cenderung akan membeli produk darimerek yang sesuai dengan ajaran agama konsumen (Alam et al : 2012). Berdasarkanpenelitian tersebut, penelitian ini bertujuan untuk menganalisis apakah terdapatpengaruh antara brand credibility terhadap customer loyalty. Serta apakah variabelreligious orientation menjadi variabel moderator antara brand credibility dancustomer loyalty di Universitas Indonesia pasca dukungan Kafe Kopi terhadapkomunitas LGBT (Lesbian, Gay, Bisexual dan Trangender). Penelitian inimenggunakan pendekatan kuantitatif. Pengambilan sampel dalam penelitian inidilakukan dengan menggunakan sampel penelitian sebanyak 100 orang mahasiswa/idi Universitas Indonesia. Instrumen penelitian ini menggunakan kuesioner dandianalisis menggunakan linier regression dan moderated regression analysis. Hasildalam penelitian menemukan bahwa kredibilitas merek menjadi aspek yang lebihberpengaruh daripada aspek agama terhadap customer loyalty. Hasil penelitian inimenunjukkan bahwa terdapat pengaruh antara brand credibility terhadap customerloyalty serta variabel religious orientation tidak menjadi variabel moderator antaraantara brand credibility terhadap customer loyalty pada Kafe Kopi di UniversitasIndonesia.

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ABSTRACT
Consumer behavior is something that continues to attract discussion in the business.Consider reversing, business will not run without consumers. Intense competition inthe era of globalization makes companies have to continue to maintain the credibilityof the brand and customer loyalty. Alam et al (2012) stated that religion became oneof important aspect of the purchasing process. Consumers tend to buy products frombrands that conform to religious teachings consumers (Alam et al : 2012). Based onthese studies, this study aimed to analyze whether there is influence between brandcredibility of the customer loyalty and whether the variable religious orientationbecome a moderator variable between brand credibility and customer loyalty in theUniversity of Indonesia after the support Kafe Kopi against the LGBT (Lesbian, Gay,Bisexual and transgender). This study uses a quantitative approach. The samples inthis study conducted using sample of 100 students at the University of Indonesia. Theresearch using questionnaires and analyzed using linear regression and moderatedregression analysis. Results of the study found that the credibility of the brandbecome more influential aspects than the religious aspects of the customer loyalty.The results of this study indicate that there is influence between the brand andcustomer loyalty as well as the credibility of the religious variable orientation did notbecome a moderator variable between the brand credibility of the customer loyalty atKafe Kopi at the University of Indonesia