The Elucidating of Customer Value and Customer Loyalty for Halal Cosmetic: The Empirical Evidence of Indonesian Female

Abstract

This research aims to explore the interplay among various variables and assess the degree of direct and indirect connections between customer value components concerning social and functional values, influencing customer loyalty through the mediation of customer satisfaction among consumers of halal cosmetics and facial care products. The study focused on a population of consumers who have used these products at least fewer than five times a year, with a sample size of 104 respondents selected via purposive sampling. Employing quantitative analysis methods, the research sought to validate theoretical constructs. Data analysis was performed utilizing Partial Least Square (PLS) facilitated by SMARTPLS Software. The analysis primarily assessed validity and reliability while employing structural equation modeling to examine relationships between variables. The study's analysis distinctly illustrates the relationships between the researched variables. Findings from direct testing reveal substantial and acceptable impacts of both social and functional values on customer loyalty and satisfaction. Additionally, the indirect testing demonstrates the acceptability of the effect of functional value on customer loyalty mediated by customer satisfaction.