The Mediating Role of Customer Satisfaction in the Relationship Between Halal Label, Product Quality, and Customer Loyalty: Evidence From MS Glow Customers

Bagas Aji Pratama; Yeyen Novita

doi:10.55927/ijis.v5i6.42

Authors

Bagas Aji Pratama Universitas Diponegoro
Yeyen Novita Universitas Diponegoro

DOI:

https://doi.org/10.55927/ijis.v5i6.42

Keywords:

Customer Satisfaction, Halal Label, Customer Loyalty, Product Quality

Abstract

This study aims to examine the effects of Halal Label and Product Quality on Customer Loyalty, with Customer Satisfaction serving as an intervening variable. The research employs a quantitative approach using primary data collected through questionnaires distributed to MS Glow consumers. A total of 100 respondents were selected using a purposive sampling technique. The collected data were analyzed using SPSS version 26. The analytical methods included instrument testing, classical assumption testing, hypothesis testing, and path analysis. The results indicate that the halal label has no significant effect on customer loyalty. In contrast, product quality has a significant effect on customer loyalty. Furthermore, both halal label and product quality significantly influence customer satisfaction, while customer satisfaction significantly affects customer loyalty. The mediation analysis reveals that customer satisfaction significantly mediates the relationship between halal label and customer loyalty, as well as the relationship between product quality and customer loyalty. These findings suggest that customer satisfaction plays a crucial role in strengthening the impact of halal labels and product quality on customer loyalty among MS Glow consumers.

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