The role of halal product assurance in shaping customer satisfaction in the halal perfume industry: a PLS-SEM analysis

Vrisko Putra Vachruddin (Universitas Maarif Hasyim Latif, Sidoarjo, Indonesia)
Suci Dwi Noviarum (Universitas Maarif Hasyim Latif, Sidoarjo, Indonesia)
Imelia Febrianti (Universitas Maarif Hasyim Latif, Sidoarjo, Indonesia)
Erfan Ridwan Nugraha (Universitas Maarif Hasyim Latif, Sidoarjo, Indonesia)

Journal of halal product and research (JHPR)
Vol. 9 No. 1 (2026): Towards an Inclusive Halal Ecosystem: A Framework of Collaborative Governance,

This study analysed the relationship between halal-style perfume product guarantees and customer satisfaction. As Muslim consumers become more aware of the importance of halal product guarantees, these guarantees have become a key factor in purchasing decisions. This research uses a quantitative approach with a survey questionnaire distributed to 36 respondents who use halal-style perfume. Data were analysed using the PLS-SEM model in Smart PLS. The results show a positive and significant relationship between perceptions of halal product certification and customer satisfaction, with a path analysis score of 0.893. This finding indicates that trust in the halal label on perfume products not only increases loyalty but also strengthens positive perceptions of product quality. Therefore, halal perfume manufacturers must maintain the integrity of halal certification to increase customer satisfaction and loyalty. Keywords: Halal Style Perfume; Halal Guarantee; Customer Satisfaction; Loyalty; Product Quality