<![CDATA[This study explores how digital communication mechanisms foster consumer loyalty in Indonesia's booming halal fashion market by analyzing the effect of Social Information Processing (SIP) on Brand Loyalty through the mediating roles of Halal Brand Personality and Halal Brand Equity. Utilizing a quantitative approach, primary data were gathered from 483 consumers via purposive sampling and analyzed using Structural Equation Modeling Partial Least Squares (SEM PLS) with SmartPLS 4.0. The findings demonstrate that SIP exerts a positive and significant effect on Halal Brand Personality, Halal Brand Equity, and Brand Loyalty, both directly and indirectly through the full dynamic of these mediating constructs. The novelty of this research lies in integrating SIP theory into the ethical fashion sector, proving that modern digital social cues effectively construct authentic religious brand perceptions and long-term commitment. Practically, these insights suggest that halal fashion marketers should move beyond generic promotional campaigns toward hyper-interactive, community-based content, while maintaining Islamic values as core brand equity to cultivate sustainable consumer loyalty.]]>
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