The Relationship Between Religiosity and Trust in Halal Certification and Consumer Loyalty to Halal Cosmetics in Jakarta

Abstract

This study examines the relationships between religiosity, trust in halal certification, and consumer loyalty toward halal cosmetics in Jakarta, Indonesia. A quantitative approach with an explanatory and correlational design was employed, involving 65 respondents who were surveyed using a structured questionnaire with a five-point Likert scale. Data were analyzed using multiple linear regression with SPSS version 25. The findings reveal that religiosity has a positive and significant relationship with consumer loyalty, while trust in halal certification also demonstrates a positive and significant relationship. Simultaneously, both variables significantly explain consumer loyalty, with an R² value of 0.369, indicating that 36.9% of the variation in consumer loyalty is explained by the model. Religiosity demonstrates a stronger standardized association with consumer loyalty than certification trust. These findings highlight the importance of religious commitment and institutional certification credibility in understanding consumer loyalty. The study provides practical insights for cosmetic manufacturers and certification authorities to strengthen consumer confidence through credible halal assurance and marketing strategies aligned with religious values.