<![CDATA[This study examines the influence of Islamic ethical perception, product image, and price fairness on Muslim consumer loyalty toward batik products, addressing the limited integration of Islamic ethical values with conventional marketing variables in explaining loyalty toward local cultural products. Using a quantitative explanatory approach, data were collected from 113 Muslim consumers in Palopo City through purposive sampling and a structured five-point Likert-scale questionnaire. The proposed model was analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) in SmartPLS to assess the measurement and structural relationships among constructs. Islamic ethical perception, product image, and price fairness each significantly and positively influence Muslim consumer loyalty. Product image shows the strongest effect (β = 0.370; t = 4.773; p < 0.001), followed by price fairness (β = 0.361; t = 4.378; p < 0.001) and Islamic ethical perception (β = 0.326; t = 5.065; p < 0.001), together explaining 81.3% of the variance in consumer loyalty. These findings suggest that loyalty toward local cultural products is shaped by both economic and ethical considerations, offering practical guidance for batik producers and policymakers to strengthen competitiveness through ethical business practices, product differentiation, and fair pricing. This study integrates Islamic ethical perception, product image, and price fairness within a single empirical model to explain Muslim consumer loyalty toward batik, highlighting the combined role of ethical, symbolic, and economic dimensions within a local Islamic marketing context.]]>
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