The influence of sharia compliance awareness on customer loyalty in Islamic banking: The mediating role of service quality

Abstract

This study aims to analyze the influence of halal certification on the purchase intention of Islamic financial products, with digital platforms serving as a mediating variable. The research employed a quantitative approach using path analysis to examine the direct and indirect relationships among the variables. Data were collected through a questionnaire distributed to 49 respondents. The analysis revealed that halal certification significantly influences digital platforms (p < 0.001), and digital platforms, in turn, significantly affect the intention to purchase Islamic financial products (p < 0.001). However, the direct influence of halal certification on purchase intention was not significant (p = 0.135). Mediation analysis indicated that the influence of halal certification on purchase intention occurs predominantly through an indirect path mediated by digital platforms, contributing 71.8% to the total effect. These findings confirm the central role of digital platforms in bridging the influence of halal certification on purchase intentions. This study underscores the importance of strengthening digital strategies in marketing Islamic financial products. The integration of halal certification with effective digital platforms can enhance consumer trust and experience, ultimately encouraging purchase intention. This research contributes to the development of Islamic marketing literature and provides practical guidance for the Islamic finance industry in optimizing digital technologies.

Keywords: halal certification; digital platform; purchase intention; Islamic finance; mediation