Pengaruh Maqashid Syariah dalam Branding terhadap Loyalitas Pelanggan pada Produk Skincare Halal (Studi pada Wanita Muslim di Kabupaten Bone)

Abstract

The growth of halal skincare products underscores the importance of branding that not only highlights the halal label but also reflects the values of Maqashid Syariah. This study aims to analyze the influence of Maqashid Syariah in branding on customer loyalty toward halal skincare products among Muslim women in Bone Regency. The study employed a quantitative approach using a survey method involving 100 respondents selected through purposive sampling. Data were collected via a questionnaire and analyzed using simple linear regression, the t-test, and the coefficient of determination. The results indicate that Maqashid Syariah in branding has a positive and significant effect on customer loyalty, with a regression coefficient of 0.876, a t-value of 13.846, and a p-value of 0.000. The R² value of 0.662 indicates that this variable explains 66.2% of the variation in customer loyalty. These findings suggest that Maqashid Syariah-based branding plays a crucial role in strengthening customer loyalty toward halal skincare products through a focus on the values of halal compliance, safety, transparency, and consumer welfare.