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All Journal JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah EQIEN - JURNAL EKONOMI DAN BISNIS JUMAN Tools (Jurnal Manajemen Tools) Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ilmiah Wahana Pendidikan Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) ABDI SABHA (Jurnal Pengabdian kepada Masyarakat) Jurnal Arastirma Jurnal Ekonomi International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) INTERNATIONAL JOURNAL OF EDUCATION, INFORMATION TECHNOLOGY, AND OTHERS Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Journal of Management Analytical and Solution Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Ilmu Pendidikan dan Sains Islam Interdisipliner Journal of Critical Realism in Socio-Economic (JOCRISE) Journal Business Administration (JBA): Entrepreneurship and Creative Indutry Journal Of Management Analytical and Solution (JoMAS) Asian Journal of Management, Entrepreneurship and Social Science
Haryaji Catur Putera Hasman
Universitas Sumatera Utara
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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The Role of Brand Authenticity in Building Consumer Loyalty Toward Islamic Brands: A Literature Review Berry Dhiyashavana; Ayulita Ramadhani; Haryaji Catur Putera Hasman
Jurnal Ilmu Pendidikan dan Sains Islam Interdisipliner Vol. 5 No. 3 Agustus 2026: Jurnal Ilmu Pendidikan dan Sains Islam Interdisipliner
Publisher : Yayasan Azhar Amanaa Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59944/jipsi.v5i3.1343

Abstract

This article examines the role of brand authenticity in building consumer loyalty toward Islamic brands. The study responds to the growing use of halal labels, Islamic symbols, and religious narratives in marketing, where consumers increasingly evaluate whether brand claims are consistent with actual practices. A narrative literature review was conducted by synthesizing peer-reviewed international and national journal articles on brand authenticity, Islamic branding, brand trust, perceived value, repurchase intention, and consumer loyalty. The review shows that brand authenticity strengthens loyalty through four interrelated dimensions: continuity, credibility, integrity, and symbolism. In Islamic brands, these dimensions are reflected in consistent halal identity, credible halal claims, ethical and transparent business conduct, and the ability of the brand to represent consumers' religious and social values. The synthesis also indicates that brand trust and perceived value are important mechanisms that connect authenticity with loyalty. Consumers are more likely to repurchase, recommend, and defend Islamic brands when they perceive the brands as honest, value-consistent, and able to deliver functional, emotional, social, and spiritual benefits. This article proposes a conceptual framework in which brand authenticity influences consumer loyalty both directly and through brand trust and perceived value, while religiosity and halal awareness may strengthen the relationship. The review contributes to Islamic marketing literature by integrating brand authenticity theory with Islamic branding and offers practical implications for managers of halal-oriented brands.
Co-Authors Abidin, Toha Adelina Lubis Ahmad Prayudi Alfifto Alwi Ihsan Nababan Anggelia Siringoringo Anri Naldi Ayulita Ramadhani Chandra Sembiring Cindy Natalina Dahrul Siregar Darmansyah, Mutya Rahmi Dasriansyah, Dasriansyah Devana Anisha Indra Putri Dhiyashavana, Berry Farianita Lestar Finta Aramita Hery Syahrial Irza, Novia Aishwarya Isnaniah Laili Khatami Lily Nur Indah Sari Nasution Lovisca Stevany Sembiring Lubis, Sri Megawati Manalu, Lia Windah Putri Muhammad Rusdi Mutyara, M Reza Aldiansyah Nabila Nasution, Nurdila Nindya Yunita Pandiangan, Paulus Poppy Ananda Ramadanu, Alzy Ridwanti Batubara Ringo, Wenni Siringo Saputri, Ayumi Yukiko Siburian, Ester Silvia Berta Lia Sianipar Simanungkalit, Betharia Agus Melli Siringoringo, Anggelia Siti Alhamra Salqaura Teddi Pribadi Toha Abidin Wan Rizca Amelia Wan Suryani Wiko Rizki Wijaya Yuni Syahputri