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All Journal El Dinar Jurnal Ekonomi Syariah Teori dan Terapan Jurnal Ekonomi dan Bisnis Islam Falah : Jurnal Ekonomi Syariah Jurnal Ilmiah Ekonomi Islam al-Uqud : Journal of Islamic Economics Dinamisia: Jurnal Pengabdian Kepada Masyarakat JURNAL SYARIKAH : JURNAL EKONOMI ISLAM Istinbath: Jurnal Hukum dan Ekonomi Islam Ad-Deenar: Jurnal Ekonomi dan Bisnis Islam Iqtishoduna: Jurnal Ekonomi Islam International Journal of Islamic Business and Economics (IJIBEC) LISAN AL-HAL: Jurnal Pengembangan Pemikiran dan Kebudayaan Jurnal Ilmiah Edunomika (JIE) Al-Kharaj: Journal of Islamic Economic and Business Jurnal ABDINUS : Jurnal Pengabdian Nusantara Ihsan: Jurnal Pengabdian Masyarakat Jurnal Pengabdian UNDIKMA Journal of Islamic Economics and Finance Studies EMBISS: Jurnal Ekonomi, Manajemen, Bisnis, Sosial Indonesian Journal of Islamic Economics and Business Ilomata International Journal of Social Science Iqtishaduna : Jurnal Ilmiah Mahasiswa Hukum Ekonomi Syariah JIKEM: Jurnal Ilmu Komputer, Ekonomi dan Manajemen Komitmen : Jurnal Ilmiah Manajemen PROFICIO: Jurnal Pengabdian Masyarakat Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Maliyah : Jurnal Hukum Bisnis Islam Abimanyu: Journal of Community Engagement Jurnal Ekonomika dan Bisnis Islam Nomicpedia: Journal of Economics and Business Innovation Inspirasi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Indonesian Journal of Society Development (IJSD) Journal of Islamic Economics Lariba International Journal of Islamicate Social Studies International Conference on Islamic Economic Jurnal Maps (Manajemen Perbankan Syariah) International Journal of Educational Research Al-Intaj : Jurnal Ekonomi dan Perbankan Syariah Socio Religia International Journal of Islamic Business and Economics (IJIBEC) Journal Creative Economics and Trading Halal Ecosystem
Khusnul Fikriyah
Department Of Islamic Economics, Faculty Of Economics And Business, Universitas Negeri Surabaya
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Journal : International Conference on Islamic Economic

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The Influence of Islamic Branding and Endorsement on Muslim Consumer Loyalty with Consumer Trust as a Mediating Variable (Case Study of Hijab Zoya) Nadiah Masyahnda Salsabila; Khusnul Fikriyah
International Conference on Islamic Economic (ICIE) Vol. 5 No. 1 (2026): April
Publisher : Sekolah Tinggi Agama Islam Darul Ulum Banyuanyar Pamekasan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58223/icie.v5i1.464

Abstract

This study aims to examine the effect of Islamic branding and endorsement on Muslim consumer loyalty, with consumer trust as a mediating variable, in the case of Zoya hijab products in Surabaya. This study used a quantitative research design and utilized primary data collected through an online questionnaire distributed to 211 respondents selected through purposive sampling. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with the help of SmartPLS version 4.0 to assess the validity and reliability of the measurement instruments and to evaluate the structural relationships between variables in the proposed model. The findings show that Islamic branding and endorsement have a positive and significant effect on consumer trust. Furthermore, Islamic branding and endorsement also showed a positive and significant direct effect on consumer loyalty. Consumer trust itself was found to have a positive and significant impact on consumer loyalty. In addition, the results confirmed that consumer trust significantly mediated the relationship between Islamic branding and endorsement and consumer loyalty, indicating that marketing strategies based on Islamic values play an important role in strengthening customer consumer loyalty.
Co-Authors Aang Kunaifi Abdul Hafidz Ach. Yasin Achmad, Dewi Nabila Adinda Putri Permata Hati Ahmad Ajib Ridlwan Ahmad Ajib Ridlwan Ahmad Kani Hasbullah Alam, Wira Yudha Alfianto, Titis Alisiya, Elinda Millenia Amalia Ruhana, Amalia Amirusholihin Amirusholihin Ananta Aime Nurulistya Ardana, Rezalistia Arta, Aris Danu Aulia Deva Ferdana Aulia Siska Puspita Dewi A’rasy Fahrullah Cahyati, Anisa Nur Clarashinta Canggih Dennis Ulfan Nanda Devi Ayuni Dewi Aliyah Dwi Nabilah Nur Utari Elsa Rizki Yulindasari Fahrullah, Fara Agustine, Arinta Farisul Umam Azka Febrika Yogie Hermanto Fira Nurafini Firdiana, Erika Fitri Amelia Fitriah Dwi Susilowati Fresha Kharisma Fuadi, Ahmad Masy'aril Fuadi, Ahmad Masyaril Hady, Aufar Fadlul Harmain, Rizky Imani Insyirah Putikadea Iskandar Ritonga Kicky Camallya Arista Kusaeri Kusaeri Ladi Wajuba Perdini Fisabilillah Ladi Watjuba Perdini Lestari, Anisa Dea LUCKY RACHMAWATI Maulana, Andriansyah Sulistyo Maulana, Luqman Maulana, Muhammad Iqbal Mauliddiana, Rizka Mishella Putri Alsya Aulia Moch. Khoirul Anwar Muh. Fahrurrozi Muhammad Farid Ilhamuddin Muhammad Widyarta Wijaya Muna, Arina Nadia Asandimitra Haryono Nadiah Masyahnda Salsabila Nayla Anissa Lahama Nikmatus Sholiqah Nikmatuz Zaidah Novita Sari Nurafini, Fira Nurfauzia, Vira Nurul Azizah Aunillah Devy Nurul Hanifa Nurul Hanifah Prabowo, Prayudi Setiawan Pramita, Adinda Dian pratiwi, dinda nurvianti Rachma Indrarini Rafli, Achmad Raihan Rahayu, Jofanda Putri Ramadhani, Arya Ramadhanty, Rizki Nadia Rasyidi Faiz Akbar Rezqy, Vira Oktaviani Ridlwan, Ajib Rizky Aditya Ramadhan Savitri, Dien Septyan budy Cahya Siti Khoiriyah Sri Abidah Suryaningsih Syakuro, Ahmad Abdan Sylvia Ira Dwi Novitasari Tri Setyawati Ulfa, Wulan Santika Umatin, Biba Ummah, Halizah Faridatul Uswatun Kasanah, Uswatun Veni Rafida Vivi Pratiwi Wira Yudha Alam Wulan Santikawati Ulfa Yan Putra Timur yasin, ach . Yuliana Jamilatul Azizah Zhulmi Pradana, Muhammad Asrul