The purposes of this study are to integrate the quality-loyalty model and the risk-loyalty model in shaping the loyalty of Muslim consumers to buy halal-certified foods and to study the impact of religious risk on the loyalty of Muslim consumers to buy halal-certified foods.
The target population in this study was Muslims aged 18 years and over who lived in Indonesia and had bought halal-certified food two weeks prior. Respondents were self-administered and selected using a purposive sampling technique. The data analysis incorporated survey responses from 424 Muslim participants via an online survey. This study applies partial least squares modeling to examine causal relationships and test hypotheses.
This study finds that integrating the two loyalty models provides insight into a better understanding of the formation of loyalty to halal-certified foods. This study also confirmed the vital role of food quality and perceived religious risk in building loyalty. Furthermore, perceived religious risk significantly affected loyalty, directly or indirectly, but did not directly affect satisfaction.
This study integrates the quality-loyalty and risk-loyalty models to provide a more comprehensive understanding of the factors contributing to loyalty toward halal-certified foods. Furthermore, this study refines the concepts of food quality and perceived value in the context of halal-certified foods, while also introducing a novel risk dimension: perceived religious risk.
