Halal Label, Trust and Brand Loyalty Among Social Media Consumer for Food Business in Indonesia

DOI

10.2991/aebmr.k.211115.007How to use a DOI?

Keywords

Halal Label; Trust; Brand Loyalty; Social Media Consumer; Food Business

Abstract

Purchasing halal food products is not necessarily related to the trust and loyalty of consumers of social media users in Indonesia. However, the increase in public awareness in selecting halal products will certainly influence consumers to purchase halal products. Few studies examine the relationship between consumer trust, especially those who use social media to shop for halal food on loyalty. This study aims to explore the behavior of social media users through trust and loyalty to halal food. More specifically, this study aims to see the effect of a positive relationship between trust and loyalty of social media users for halal brand food business in Indonesia. The data was collected via Google forms and self-administered survey questionnaires from customers in Malang, Blitar, and Jombang, consisting of 116 social media consumers for the food business. This research used Partial Least Square (SmartPLS Version 3) to test the hypothesis. This study has the result that the halal label affects trust, then trust affects consumer loyalty. The results of this study are beneficial for food sellers via social media in Indonesia.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Vika Annisa Qurrata
AU  - Rani Dwiastika Listyani Puteri
PY  - 2021
DA  - 2021/11/23
TI  - Halal Label, Trust and Brand Loyalty Among Social Media Consumer for Food Business in Indonesia
BT  - Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2021)
PB  - Atlantis Press
SP  - 48
EP  - 57
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211115.007
DO  - 10.2991/aebmr.k.211115.007
ID  - Qurrata2021
ER  -