<![CDATA[The maritime logistics industry in Indonesia faces major challenges in high national logistics costs and regulatory pressures regarding halal product guarantees. This study aims to analyze the structural relationships among the perception of halal logistics implementation, digital transformation, and customer experience on customer loyalty by positioning brand image and cost efficiency as dual mediating variables. This explanatory quantitative study employs Partial Least Squares Structural Equation Modeling (PLS-SEM), gathering empirical data from 254 actual respondents who are decision-makers in companies utilizing maritime logistics services in Indonesia. The structural analysis results reveal that the perception of halal logistics implementation does not exert a significant indirect effect on customer loyalty when mediated solely through brand image. However, customer loyalty is significantly established through serial mediation pathways that integrate digital transformation, operating through both brand image and cost efficiency mediation. These findings confirm that operational compliance with halal logistics must be synchronized with digitalization capabilities to generate operational cost savings and a credible reputation valued by rational customers. This study offers theoretical novelty by integrating the Resource-Based View and Relationship Marketing Theory to explain dual mediation mechanisms within the maritime halal supply chain.]]>
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