Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Conference on Islamic Economic
Nadiah Masyahnda Salsabila
Universitas Negeri Surabaya
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
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 Khusnul Fikriyah