Satisfaction-Mediated Effects of Halal Label, Product Quality, and Islamic Service on Customer Loyalty: Maqasid-Shariah Perspective

Nur Muammalatul Fauzah(1*), Ahmad Makhtum(2),


(1) Universitas Trunojoyo Madura
(2) Universitas Trunojoyo Madura
(*) Corresponding Author

Abstract


The rapid expansion of Indonesia’s halal food industry highlights the need to understand how halal compliance, product performance, and Islamic ethical values shape consumer behavior, particularly among Generation Z. This study examines the direct and indirect effects of Halal Labeling, Product Quality, and Islamic Service on Customer Satisfaction and Customer Loyalty at Richeese Factory Indonesia, employing a mixed methods sequential explanatory design. The quantitative phase involved 100 Generation Z respondents in East Java selected through purposive sampling, with data analyzed using validity and reliability testing, classical assumption tests, multiple linear regression, and the Sobel test. The results indicate that Product Quality and Islamic Service significantly influence Customer Satisfaction, whereas Halal Labeling does not. Customer Satisfaction significantly enhances Customer Loyalty and mediates the effects of Product Quality and Islamic Service but does not mediate the influence of Halal Labeling. The qualitative interpretation, guided by maqāṣid al-sharī‘ah, reveals that while halal certification fulfills ḥifẓ al-dīn and is legally mandated by the Halal Product Assurance Law (UU No. 33/2014), loyalty is primarily shaped through ṭayyib product quality (ḥifẓ al-nafs) and ethical service practices (ḥifẓ al-māl). The study underscores the need for integrative halal management that aligns regulatory compliance with experiential value to foster sustainable consumer loyalty.

Keywords: Customer Loyalty; Customer Satisfaction; Halal Label; Islamic Services; Product Quality


Full Text:

PDF

References


Ahmed, H. M. (2023). Maqasid Shariah and Sustainability: Forging a Just and Sustainable Future.

Al-Ghazali, A. H. M. I. M. (n.d.). Al-Mustasfa Min `Ilm al-Usul. Dar al-Fikr.

Alfaini, A. A., & Suprapti, I. (2023). Pengaruh Produk Berlabel Halal Dalam Keputusan Pembelian. Jurnal Pertanian Cemara, 20(1), 45–55. https://doi.org/10.24929/fp.v20i1.2545

Amananti, W. (2024). Pengaruh Kualitas Pelayanan Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Kepuasan Pelanggan Richeese Factory Di Kota Bandung. 4(02), 7823–7830.

Amrulloh, Y., & Dahruji, D. (2023). Pengaruh Harga, Label Halal Dan Strategi Pemasaran Terhadap Kepuasan Konsumen Pada Produk Bakso Aci Taubat Food. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 682–697. https://doi.org/10.31955/mea.v7i2.3122

Ardyansyah, M. A., Bawono, B., & Anggoro, P. W. (2024). Product Quality and Service Quality Based on Halal Food and Beverage Regulation in Moslem Majority Country- A Systematic Literature Review. 6869. https://doi.org/10.23917/jiti.v24i1.9554

Asna, N., Fitriani, R., & Mashudi, M. (2023). Pengaruh Kualitas Pelayanan Islami dan Kualitas Produk Terhadap Loyalitas Pelanggan Toko Heavenlight (Studi Pada Pengikut Instagram Heavenlight). Jurnal Studi Manajemen Dan Bisnis, 10(1), 9–18. https://doi.org/10.21107/jsmb.v10i1.20392

Auda, J. (2008). Maqashid al-Shari’ah. The International Institute of Islamic Thought.

Azmi, R. U. `, Ali, M., Ibrahimy, A. A., & Amir, A. (2025). Analisis Strategi Pelayanan Islami Dalam Meningkatkan Kepuasan Pelanggan Pada Resto Melita Kitchen. Al-Idarah : Jurnal Manajemen Dan Bisnis Islam, 6(1), 57–71. https://doi.org/10.35316/idarah.2025.v6i1.57-71

Badan Pusat Statistik. (2020). Berita Resmi Statistik. Badan Pusat Statistik.

Bakhri, S. (2020). Analisis Kepemilikan Sertifikat Halal Terhadap Tingkat Pendapatan Usaha Pelaku Industri Kecil dan Menengah. Al-Mustashfa: Jurnal Penelitian Hukum Ekonomi Syariah, 5(1), 54–65.

BPJPH. (2025a). BPJPH: Sertifikat Halal Instrumen Utama Membangun Ekosistem Halal yang Kuat dan Berdaya Saing. 20 Agustus.

BPJPH. (2025b). Sambut Wajib Halal Oktober 2026, Kepala BPJPH Serukan Tertib Halal sebagai Strategi Penguatan Bisnis. 09 Oktober.

BPJPH. (2025c). Surat Edaran No. 7 Tahun 2025 tentang Publikasi Produk Halal dan Kewajiban Pencantuman Label Halal Indonesia Pada Produk Bersertifikat Halal. 09 September.

Calandra, S. S. D. (2020). Halal food: structured literature review and research agenda. British Food Journal, 123(1), 225–243. https://doi.org/https://doi.org/10.1108/BFJ-03-2020-0234

Chandra Gita, Esti Dwi Rahmawati, & Rayhan Gunaningrat. (2023). Pengaruh Kualitas Pelayanan Terhadap Loyaltas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Di Fun House Resto. Maeswara : Jurnal Riset Ilmu Manajemen Dan Kewirausahaan, 1(5), 161–175. https://doi.org/10.61132/maeswara.v1i5.189

Creswell, J. W. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. SAGE Publications.

Damayanti, A. E., Manggabarani, A. S., & Pusporini, P. (2021). Analisis Loyalitas Pelanggan Terkait Kualitas, Harga dan Desain Produk serta Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Pada Pengguna Kosmetik Brand Wardah). Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 20(2), 125–151. https://doi.org/10.14710/jspi.v20i2.125-151

Dea Puspa Seruni, Irnad, N. A. & P. L. (2024). Pengaruh Kualitas Produk, Citra merek Dan Labelisasi Halal Terhadap Kepuasan Dan Loyalitas Konsumen Restoran Solaria. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 8(2), 38–51.

Dikky, D. N. H., Putri Adinda Sari, Ega Triyana, & Muhammad Fajar Gunawan. (2024). Pengaruh Label Halal, Brand Image Dan Persepsi Harga Terhadap Loyalitas Pelanggan Mie Gacoan (Studi Kasus Generasi Z Di Cirebon). Islamic Economics And Finance Journal, 2(2), 64–74. https://doi.org/10.62005/iseco.v2i2.75

Dwiantari, S. (2020). Pengaruh Citra Merek dan Kualitas Produk terhadap Loyalitas yang Dimediasi oleh Kepuasan. Jurnal Ilmiah Aset, 22(1), 51–62. https://doi.org/10.37470/1.22.1.161

Ela Nurlaela. (2025). Indonesia Jadi Negara dengan Konsumsi Makanan Halal Terbesar, Kalahkan Mesir. 12 Juni.

Fatimah, A. M. & S. (2025). Gaya Hidup Halal Dalam Perspektif Maqasid Syariah: Membangun Kesejahteraan Holistik. International Journal Mathla’ul Anwar Of Halal Issues, 5(2), 57–67.

Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program SPSS. Badan Penerbit Universitas Diponegoro.

Hakim, L., Febriandika, N. R., Wijaya, V., & Gen-z, L. H. (2023). Gen-Z Muslims ’ purchase intention of halal food : Evidence from Indonesia. Innovative Marketing. https://doi.org/10.21511/im.19(1).2023.02

Handayati, P., & Rochayatun, S. (2024). Halal Food Certification and Sustainability Performance : A Conceptual Paper. International Research Conference on Economics and Business, 133–155. https://doi.org/10.18502/kss.v9i4.15064

Haris, R., & Lasika, M. D. (2019). Pengaruh Kepercayaan Merek, Kualitas Pelayanan Islami Dan Promosi Terhadap Kepuasan Pelanggan Outlet Rabbani Di Kota Jambi. ILTIZAM Journal of Shariah Economic Research, 3(2), 57. https://doi.org/10.30631/iltizam.v3i2.535

Harmi Ningsi, Najwa Artika Zahra D, Febriyani.P, Fauzan Riski, Nasruddin Nasruddin, & Andi Dewi Angreyani. (2025). Pengaruh Kualitas Produk dan Harga terhadap Kepuasan Konsumen pada Rumah Makan Serba Nikmat di Kota Palopo. Jurnal Manajemen, Bisnis Dan Kewirausahaan, 5(2), 309–322. https://doi.org/10.55606/jumbiku.v5i2.5609

Hasan Mukhibad, Doddy Setiawan, R. dkk. (2022). Sharia supervisory board, maqasid syariah, and accounting-based performance: evidence from Indonesia. International Journal of Monetary Economics and Finance, 15(3).

Hayati, N. (2020). Pengaruh Kualitas Produk Terhadap Loyalitas Pelanggan Pada Produk Herba Penawar Al Wahida Indonesia. https://doi.org/https://share.google/67goMPgQalizWWolw

Jones, T. V. (2021). Statistical Mediation Analysis Using The Sobel Test And Hayes Spss Process Macro. 9(1), 42–61.

Koc, F., Ozkan, B., Komodromos, M., Efendioglu, I. H., & Baran, T. (2024). The effects of trust and religiosity on halal products purchase intention: indirect effect of attitude. EuroMed Journal of Business, 20(5), 141–165. https://doi.org/10.1108/EMJB-01-2024-0004

Law. (2014). Undang-Undang No. 33 Tahun 2014 tentang Jaminan Produk Halal / Halal Product Guarantee.

Loanda, S., & Evyanto, W. (2020). Pengaruh Kualitas Terhadap Kepuasan Konsumen di Rumah Makan D’Besto di Jagakarsa Jakarta Selatan. Jurnal Ilmu Pengetahuan Dan Teknologi Komputer, 5(2), 191–196.

Mahir Pradana, R. H.-G. and F. M. (2020). Spanish Muslims ’ halal food purchase intention. 23(2), 189–202. https://doi.org/10.22434/IFAMR2019.0200

Makhtum, A., & Faraby, M. E. (2021). Sertifikasi Produk Halal Untuk Usaha Mikro Kecil Dan Menengah Di Kabupaten Bangkalan. Jurnal Justisia Ekonomika: Magister Hukum Ekonomi Syariah, 5(1), 99–108. https://doi.org/10.30651/justeko.v5i1.8761

Mamuaya, N. C. (2024). Young Muslim Consumers in Manado : Investigation of Customer Satisfaction and Loyalty towards Halal-Labeled Fast Food. 17–29.

Molle, M. A., Mandey, S. I., & Kojo, C. (2019). Pengaruh Kepuasan Konsumen Terhadap Loyalitas Konsumen Pada Royal’s Resto and Function Hall Di Kota Ternate. 871 Jurnal EMBA, 7(1), 871–880.

MUI, L. (2023). LPPOM MUI Encourages Halal-Certified Hotels and Restaurants. 20 November.

Nurani, S., Yacoub, Y., Ardelia, A. S., & Amalia, S. (2024). Pengaruh Labelisasi Halal, Keamanan Bahan, dan Harga Produk Skincare Terhadap Keputusan Pembelian Konsumen (Studi kasus pada Mahasiswa Muslim Universitas Tanjungpura Pontianak). Equator Journal of Management and Entrepreneurship (EJME), 12(4), 365–377. https://doi.org/10.26418/ejme.v12i4.84510

Pahrurozi, A., & Nurtjahjadi, E. (2024). Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Loyalitas Pelanggan yang di Mediasi oleh Kepuasan Pelanggan Richeese Factory di Kota Cimahi. J-MAS (Jurnal Manajemen Dan Sains), 9(2), 1271. https://doi.org/10.33087/jmas.v9i2.1930

Pangastuti, T. (2024). Richeese Factory Jadi Restoran Cepat Saji Favorit Gen Z. 19 Desember.

Pradini, A. Y. (2022). The Urgency of Halal Certification in Creative Economy Development in Cirebon Regency. International Conference on Islamic Studies (ICIS), 267–274.

Prybutok, H. Q. & V. R. (2018). Service quality, customer satisfaction, and behavioral intentions in fast‐food restaurants. International Journal of Quality and Service Sciences, 1(1), 78–95. https://doi.org/https://doi.org/10.1108/17566690910945886

Purnomo, B. D., & Irmawati, I. (2024). Pengaruh Citra Merek Dan Kepercayaan Merek Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Mediasi. Jurnal Lentera Bisnis, 13(1), 391. https://doi.org/10.34127/jrlab.v13i1.1039

Qurrata, V. A., & Puteri, R. D. L. (2021). Halal Label, Trust and Brand Loyalty Among Social Media Consumer for Food Business in Indonesia. BISTIC Business Innovation …, 193(Bistic), 48–57.

Rajab, A., & Nora, L. (2021). Peran Kepuasan Konsumen Dalam Menentukan Pengaruh Kualitas Produk Terhadap Loyalitas Konsumen. Jurnal Muhammadiyah Manajemen Bisnis, 2(2), 73–84. https://doi.org/10.24853/jmmb.2.2.73-84

Retanisa Rizqi, Cindy Firantika Nabila, Raha Bahari, & M. W. (2025). Halal Certification From The Perspective Of Maqashid Shariah: A Strategy To Enhance The Added Value Of Msmes In Pekalongan District, East Lampung. LIKUID: Jurnal Ekonomi Industri Halal, 5(1), 118–139.

Rohmawati, N. A., & Anwar, A. Z. (2025). Variasi produk, label halal, kualitas layanan, dan harga: faktor pendorong pembelian ulang oleh generasi Z dalam industri makanan cepat saji. Journal of Management and Digital Business, 5(1), 179–194. https://doi.org/10.53088/jmdb.v5i1.1518

Safrudin, R., & Saifudin, S. (2022). Tingkat kepuasan konsumen dalam belanja di Ayam Penyet Surabaya: Pengaruh label halal, kualitas pelayanan Islami, dan atmosfer toko. Journal of Halal Industry Studies, 1(1), 1–12. https://doi.org/10.53088/jhis.v1i1.431

Salim, Y., & Keni, K. (2025). Studi Mengenai Loyalitas Pelanggan pada Restoran Hotpot di Jakarta. Jurnal Manajerial Dan Kewirausahaan, 7(2), 728–737. https://doi.org/10.24912/jmk.v7i2.34162

Sari, C. M., Bashiroh, N. N., Agung, M., & Havidzi, I. (2024). Potential for Sustainable Halal Industry Development in Indonesia : Literature Review and Global Trend Analysis. 158–161.

Sari, S. P., Mustari, M., Supatminingsih, T., Said, M. I., & Dinar, M. (2024). Pengaruh Kualitas Produk Dan Promosi Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian Pada Produk Buah Naga Di Desa Tottong Kecamatan Donri-Donri Kabupaten Soppeng. Ekonis: Jurnal Ekonomi Dan Bisnis, 26(1). https://doi.org/10.30811/ekonis.v26i1.5011

Siregar, S. (2017). Metode Pemilihan Kuantitatif: Dilengkapi Dengan Perbandingan Perhitungan Manual & SPSS. Kencana: Prenadamedia Group.

Sudrajad, D. R., & Sholahuddin, M. (2024). The Effect Of Halal Labeling and Product Quality On Lemonilo Noodle Consumer Satisfaction With Purchasing Decision As Mediation. Costing: Journal of Economic, Business and Accounting, 7(6), 9166–9177.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif & RND. Alfabeta. Bandung.

Sumardy, K. D., Marpaung, N., & Dirbawanto, N. D. (2022). Pengaruh Label Halal, Food Quality Dan Service Quality Terhadap Customer Satisfaction. Journal Business Administration: Entrepreneurship and Creative Industry, 1(1), 39–49. https://doi.org/10.32734/jba.v1i1.9153

Sunawan, T. Q. (2023). Pengaruh Kualitas Pelayanan, Islamic Branding Dan Harga Terhadap Loyalitas Pelanggan Minasshofa Cellular Ponorogo Dengan Kepuasan Sebagai Variabel Intervening. Journal of Islamic Philanthropy and Disaster (JOIPAD), 3(1), 74–94. https://doi.org/10.21154/joipad.v3i1.5274

Waluyo, D. (2024). Industri Halal, Penopang Pertumbuhan Ekonomi Nasional. 3 Oktober.

Wulandari, R., Addiarrahman, A., & Syamsuddin, S. (2025). Pengaruh Sertifikasi Halal dan Harga Terhadap Kepuasan Pelanggan Pada Resto Tungkal Seafood Kota Jambi. Jurnal Inovasi Ekonomi Syariah Dan Akuntansi, 2(1), 15–26.

Zahara, M., Andreansyah, N., & Relawati, R. (2021). Pengaruh Kualitas Pelayanan dan Kualitas Produk Terhadap Kepuasan Konsumen Pada Restoran KFC Lampung. Jurnal Manajemen Dan Bisnis (JMB), 2(1), 67–74. https://doi.org/10.57084/jmb.v2i1.505

Zainuddin, N., Saifudin, A. M., Deraman, N., & Mahidin, N. (2019). Effect of Halal Certification and Labelling Process on Halal Supply Chain Performance. 8(4), 1075–1081.




DOI: 10.24235/jm.v10i2.22250

Article Metrics

Abstract view : 0 times
PDF - 0 times

Refbacks

  • There are currently no refbacks.