The influence of halal labeling, brand image, and store atmosphere on customer loyalty of D-9 salatiga cheese cassava with purchase decisions as intervening variables

Abstract

This study aims to analyze the influence of Halal Labeling, Brand Image, and Store Atmosphere on Customer Loyalty, with Purchase Decision as a mediating variable. The research adopts a quantitative approach, with consumers of Singkong Keju D-9 Salatiga as the population. The sample was selected using purposive sampling, totaling 385 respondents. The data analysis method used is Path Analysis. The statistical analysis results indicate that halal labeling and store atmosphere do not affect customer loyalty, while brand image has a significant impact on loyalty. Purchase decisions are proven to mediate the influence of halal labeling, brand image, and store atmosphere on customer loyalty.