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This Author published in this journals
All Journal Al-Kharaj: Journal of Islamic Economic and Business
Buchori Muslim
Universitas Islam Negeri Sultan Maulana Hasanuddin Banten
Economics, Econometrics & Finance

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Unveiling the Impact of Brand Popularity on Consumer Satisfaction and Loyalty Among Halal Cosmetic Users Buchori Muslim; M. Sulaeman Jajuli
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.10672

Abstract

This study investigates the interplay between brand popularity, consumer satisfaction, and brand loyalty, focusing on Halal Cosmetics Users in Indonesia. As consumer preferences increasingly align with brands that resonate with their personal values, understanding the mechanisms driving brand popularity and loyalty becomes crucial. The research examines how brand popularity influences consumer satisfaction and, subsequently, brand loyalty. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis, the study finds that brand popularity significantly impacts both consumer satisfaction and brand loyalty, with consumer satisfaction serving as a critical mediator. These findings highlight the importance of effective brand positioning, strategic marketing, and maintaining high standards to foster strong consumer loyalty. The insights gained offer valuable implications for marketing strategies and brand management in the competitive halal cosmetics industry
Co-Authors M. Sulaeman Jajuli