Analysis of Consumer Loyalty to Muslim Fashion Products Based on Islamic Values
DOI:
https://doi.org/10.35335/s2vpdb26Keywords:
Consumer Loyalty, Islamic Values, Muslim Fashion, Faith-Based Marketing, Ethical ConsumptionAbstract
This study explores the influence of Islamic values on consumer loyalty to Muslim fashion products, a sector experiencing significant growth both globally and locally. As Muslim consumers increasingly seek products that align with their religious and ethical beliefs, understanding the role of faith-based values in shaping brand loyalty has become crucial. The research employs a quantitative approach through structured questionnaires distributed to Muslim fashion consumers, focusing on key variables such as religiosity, brand trust, product conformity with Islamic principles, and consumer satisfaction. The findings indicate that Islamic values particularly modesty, honesty, halal assurance, and ethical business practices positively affect consumer loyalty. Consumers are more inclined to remain loyal to brands that reflect and uphold their spiritual and cultural identities. The study contributes to existing literature by filling a gap in faith-based consumer behavior research and offers practical insights for entrepreneurs in the Islamic fashion industry. It also promotes ethical and value-based consumption models aligned with the principles of Islamic teachings. Despite certain limitations in geographic scope and data collection methods, the research provides a solid foundation for future studies on value-driven brand loyalty in religious markets.References
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Copyright (c) 2024 Aliza Fithriya Tsabita, Chayra Cordelia, Bobby Ibtisam (Author)
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