The Impact of Halal Labeling, Brand Image, and Product Quality on Customer Loyalty with Customer Satisfaction as Mediating Variable (Study of Halal Skin Care in UMS)

The usage of Halal Skin Care in Indonesia is still rare, especially by the Muslim female students of Muhammadiyah University of Surakarta. The aim of conducting the research is to analyze the customer loyalty towards the usage of Halal skincare in UMS. This research uses quantitative method to investigate the impact of Halal Labeling, Brand Image, and Product Quality on Customer Loyalty through the mediation of Customer Satisfaction. Using 26 items of questions and purposive sampling method the data are collected from 100 female Muslim students of Muhammadiyah University of Surakarta. The data are analyzed using Linier Regression Test. T-test is used to examine the hypotheses proposed. The result shows that Halal Labeling and Brand Image do not give significant impact on Customer Loyalty and both of them are not mediated by Customer Satisfaction. Meanwhile, Product Quality gives significant impact on Customer Loyalty and mediated by Customer Satisfaction