BUILDING CONSUMER LOYALTY IN HALAL COSMETICS: THE INTEGRATION OF QUALITY, BRAND IMAGE, TRUST, AND SATISFACTION
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Abstract
This study aims to examine and analyze the mediating role of customer satisfaction in the influence of brand image, consumer trust, and product quality on consumer loyalty among users of halal skincare and cosmetic products. This quantitative research employs the Partial Least Square - Structural Equation Modeling (PLS-SEM) approach via SmartPLS software. The direct effect test results indicate that brand image and product quality consistently have a positive and significant impact on both customer satisfaction and consumer loyalty. Customer satisfaction is also proven to have a positive and highly significant influence on consumer loyalty. Conversely, the consumer trust variable is found to have no significant effect on either satisfaction or loyalty. Furthermore, the indirect effect testing confirms that customer satisfaction significantly mediates the influence of brand image and product quality on consumer loyalty. However, customer satisfaction is unable to significantly mediate the relationship between consumer trust and consumer loyalty. In conclusion, to build long-term loyalty in the halal cosmetics industry, companies must focus on enhancing product quality and brand image that can effectively create customer satisfaction, as trust alone has become a baseline requirement that is no longer sufficient to bind consumers.
Keywords:
Product Quality Brand Image Consumer Trust Consumer Satisfaction Consumer LoyaltyReferences
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