The effect of religiosity and product knowledge on customer loyalty with halal perception as a mediation variable
Cahyaning Novita Sari · Astrid Puspa Ningrum · Raditha Dwi Vata Hapsari
International Journal of Research in Business and Social Science · 2022 · Vol. 11 / Issue 1 · 42-52
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Abstract
As explanatory quantitative research, this study aims to determine the direct and indirect effects of religiosity and product knowledge on customer loyalty moderated by halal perception. The object of this research is a Muslim woman who uses halal-certified cosmetics in Malang City with a total sample of 140 respondents. The data collection technique used a closed questionnaire with the help of a google form. Data analysis techniques used include descriptive statistical analysis and Structural Equation Model (SEM) with Partial Least Square (PLS) approach. The results showed that religiosity and product knowledge had a direct effect on halal perception. Then, religiosity, product knowledge, and halal perception have a direct effect on customer loyalty. Furthermore, halal perception has an indirect effect because it is able to mediate religiosity and product on customer loyalty.
Keywords: {'name': 'Religiosity, Product Knowledge, Halal Perception, Customer Loyalty'}
Authors & affiliations
Cahyaning Novita Sari
Affiliation not supplied
Astrid Puspa Ningrum
Affiliation not supplied
Raditha Dwi Vata Hapsari
Affiliation not supplied
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