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All Journal Diponegoro Journal of Management JURNAL PENDIDIKAN TAMBUSAI MANAJEMEN DEWANTARA JANAKA : JURNAL PENGABDIAN MASYARAKAT KEWIRAUSAHAAN INDONESIA Jurnal Bina Bangsa Ekonomika Jurnal Suara Pengabdian 45 Dirkantara Indonesia
Bagas Wicaksono, Bagas
Jurusan Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Journal : MANAJEMEN DEWANTARA

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BUILDING HALAL FOOD CONSUMER LOYALTY: THE ROLE OF PRODUCT QUALITY, PRICE, AND BRAND IMAGE IN THE E-COMMERCE ECOSYSTEM Wicaksono, Bagas; Muhammad Sholahuddin
MANAJEMEN DEWANTARA IN PRESS (2026)
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v10i1.22031

Abstract

This research explores how product quality, pricing, and brand image shape consumer satisfaction in the halal food e-commerce sector, while also investigating the role of consumer loyalty as a connecting mechanism. Through this perspective, the study aims to generate practical insights that help halal food businesses and online platforms strengthen customer satisfaction and build sustainable, long-term loyalty. This study adopted a quantitative explanatory approach, relying on primary data obtained through structured online questionnaires. The survey targeted Muslim consumers in Indonesia aged 18–45 who had purchased halal food via e-commerce services such as GoFood, GrabFood, or ShopeeFood at least twice within the last three months, selected through purposive sampling. Measurement indicators were drawn from prior research and assessed using a five-point Likert scale. The data were processed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0, encompassing outer model testing for validity and reliability, as well as inner model analysis for hypothesis testing through bootstrapping at a 5% significance level.. The results show that product quality, price, and brand image positively and significantly affect customer satisfaction, with product quality emerging as the strongest determinant. However, consumer loyalty does not significantly mediate these relationships, indicating that these factors primarily influence satisfaction directly. The findings suggest that halal food businesses should prioritize high-quality products, fair pricing, and strong brand image to enhance customer satisfaction and support long-term loyaltys.
Co-Authors Anita Roosmalina Matusin Atmoko, Nugroho Tri Awan, Sang Alang Bagus Nugroho, Taufik Fauzan . Hartini Ina Oktaviana Matusin, Ina Oktaviana M. Sholahuddin Muhammad, Armand Mulyani, Susi Dwi Noor, Ilham Ali Putra Tegar Permata, Septian Rizal Hari Magnadi Sri Vandayuli Riorini Suryono, Edy Teofilus Riyadi, Natanael Tri Widodo Besar Riyadi Yasmir, Muhammad Chumaydi Yuniarta, Fajar