Religiosity and halal food quality in shaping customer loyalty: The mediating role of perceived value in Banda Aceh
DOI:
https://doi.org/10.67964/9p459h90Keywords:
Religiosity, Halal food quality, Perceived value, Customer loyalty, Halal foodAbstract
Competition within the halal food industry in Banda Aceh indicates that customer loyalty cannot be explained by halal compliance alone but is also shaped by food quality and consumers’ perceived value. This study aims to examine the effects of religiosity and food quality on customer loyalty and to investigate perceived value as a mediator among Muslim consumers in Banda Aceh. A quantitative cross-sectional design was employed with 100 Muslim consumers selected through purposive non-probability sampling and analyzed using PLS-SEM with SmartPLS 4.0. The results show that religiosity positively affects customer loyalty (β = 0.318) and perceived value (β = 0.449), while food quality positively affects customer loyalty (β = 0.175) and perceived value (β = 0.534). Perceived value also positively affects customer loyalty (β = 0.504). Furthermore, perceived value partially mediates the effects of religiosity (β = 0.226) and food quality (β = 0.269) on customer loyalty. These findings highlight the importance of creating perceived value through consistent food quality and alignment with consumers’ religious expectations to strengthen loyalty toward halal food products.
Abstrak
Persaingan dalam industri makanan halal di Banda Aceh menunjukkan bahwa loyalitas konsumen tidak cukup dijelaskan oleh pemenuhan standar halal, tetapi juga oleh kualitas makanan dan nilai yang dirasakan konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh religiusitas dan kualitas makanan terhadap customer loyalty serta menguji perceived value sebagai mediator pada konsumen Muslim di Banda Aceh. Penelitian ini menggunakan pendekatan kuantitatif dengan desain cross-sectional terhadap 100 konsumen Muslim yang dipilih melalui purposive non-probability sampling dan dianalisis menggunakan PLS-SEM dengan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa religiusitas berpengaruh positif terhadap customer loyalty (β = 0.318) dan perceived value (β = 0.449), sedangkan kualitas makanan berpengaruh positif terhadap customer loyalty (β = 0.175) dan perceived value (β = 0.534). Perceived value juga berpengaruh positif terhadap customer loyalty (β = 0.504). Selain itu, perceived value memediasi secara parsial pengaruh religiusitas (β = 0.226) dan kualitas makanan (β = 0.269) terhadap customer loyalty. Temuan ini menegaskan pentingnya membangun nilai yang dirasakan melalui kualitas makanan yang konsisten dan kesesuaian dengan ekspektasi religius konsumen untuk memperkuat loyalitas terhadap produk makanan halal.
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