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Halal Certification as a Catalyst: The Role of Brand Love and Fear in Shaping Consumer Fidelity

In: Proceedings of the 8th International Research Conference on Economic and Business (IRCEB 2024)

Author

Listed:
  • Vidya Putri Ramadhanti

    (Universitas Negeri Malang)

  • Della Ayu Zonna Lia

    (Universitas Negeri Malang)

  • Muhammad Fahri Reza Pratama

    (Universitas Negeri Malang)

Abstract

Cosmetic products have become a primary necessity for both women and men. The development of cosmetic products continues to increase, one of which is cosmetic products with Perception Halal Certification. This research was conducted with the aim of determining the influence of Brand Love and Brand Sacredness mediated by Perception Halal certification on Brand Fidelity. The study was conducted in March 2024 using a survey method via Google Forms, employing non- probability sampling with a total of 140 respondents located in East Java. The analysis was performed using Smart PLS software as the measurement tool. The results of this research found that Brand Love has a significant positive effect on Brand Fidelity, Brand Sacredness has a positive but not significant effect on Brand Fidelity, Perception Halal Certification has a significant positive effect on Brand Fidelity, Brand Love has a significant positive effect on Perception Halal Certification, Brand Sacredness has no effect on Perception Halal Certification, Brand Love has a significant positive effect on Brand Fidelity through Perception Halal Certification, Brand Sacredness has no effect on Brand Fidelity through Perception Halal Certification..

Suggested Citation

  • Vidya Putri Ramadhanti & Della Ayu Zonna Lia & Muhammad Fahri Reza Pratama, 2025. "Halal Certification as a Catalyst: The Role of Brand Love and Fear in Shaping Consumer Fidelity," Advances in Economics, Business and Management Research, in: Dediek Tri Kurniawan & Dede Rusmana (ed.), Proceedings of the 8th International Research Conference on Economic and Business (IRCEB 2024), pages 90-104, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-722-9_9
    DOI: 10.2991/978-94-6463-722-9_9
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