The role of marketing 4.0 elements, customer satisfaction, loyalty intentions, and religious brand preference among Indonesian Muslim woman customers of local modest fashion brands

Abstract

Marketing 4.0 has gained a lot of attention and implementation in studies and practices. However, there is still a lack of research, particularly in its relation to unique groups of customers’ advocation. Therefore, this study aims to empirically examine Marketing 4.0 Elements’ impacts on the customer satisfaction and loyalty intention, in order to determine how religious brand preference contributes to the relationship among Indonesian Muslim woman customers of local Modest Fashion Brands. Quantitative analysis with SEM is used to analyze the data, and the results indicated that all the marketing 4.0 elements, namely, brand image, brand identity, brand integrity, and brand interaction, have a significant positive impact on customer satisfaction, while only brand image and interaction have a significant impact on their loyalty intentions. Furthermore, it also showed the significant and positive moderating role of religiosity on the link between the marketing 4.0 elements, except for brand integrity on customer satisfaction and loyalty intentions. Consequently, this study provides new insights into the model theory based on the four elements in an emerging industry. Specifically, the managerial implication is directed to local modest fashion brands entrepreneurs in Indonesia, in order to gain insights and understanding of effective ways in marketing modest fashion brands, especially among Muslim consumers in this digital age.