BUILDING HALAL FOOD CONSUMER LOYALTY: THE ROLE OF PRODUCT QUALITY, PRICE, AND BRAND IMAGE IN THE E-COMMERCE ECOSYSTEM

Bagas Wicaksono (Universitas Muhammadiyah Surakarta)
Muhammad Sholahuddin (Universitas Muhammadiyah Surakarta)

MANAJEMEN DEWANTARA
Vol 10 No 1 (2026): MANAJEMEN DEWANTARA

Objectives: To examine the effects of product quality, price, and brand image on customer satisfaction, with consumer loyalty as a mediator in halal food e-commerce. Methods: Quantitative research involving Muslim consumers aged 18–45, analyzed using PLS-SEM with SmartPLS 3.0. Research Gap/Novelty: Integrates consumer loyalty as a mediator linking product and brand attributes to customer satisfaction. Results: Product quality, price, and brand image positively and significantly influenced satisfaction, with product quality showing the strongest effect. Consumer loyalty showed no significant mediation. Conclusion: Customer satisfaction primarily depends on product quality, pricing, and brand image.