The Effect Of Halal Certificate Trust, Brand Love, Food Quality, On Consumer Loyalty Through Customer Satisfaction At Halal Restaurants In North Sulawesi, Indonesia

Abstract

Halal labeling of food products became an instrument to build consumer loyalty and a part of marketing strategy. This study aims to analyze the role of halal certificate trust, brand love, and food quality on consumer loyalty through consumer satisfaction in non-Muslim restaurants that attach the halal logo in North Sulawesi, Indonesia. The instrument of this study was a questionnaire distributed to 270 Muslim consumers in North Sulawesi who visited three times at non-Muslim restaurants that attached the halal logo. The data was analyzed using SEM AMOS 26 and the online Sobel test to test the effect of mediation. The findings revealed that halal certificate trust (HCT), brand love (BL), and food quality (FQ) have a positive and significant direct effect on consumer satisfaction (CS) and consumer loyalty (CL). Consumer satisfaction (CS) positively and significantly affects consumer loyalty (CL). The indirect effect of Consumer Satisfaction (CS) can function as a mediating variable connecting HCT, BL, and FQ to CL positively and significantly. This study recommends that restaurant business actors focus on trust in halal certification, brand love, food quality, and customer satisfaction to form and increase loyalty as restaurant marketing strategies that attach halal logos in North Sulawesi, Indonesia.