Muslim loyalty in Halal Digital Recreation : The role of experience quality and value
Asaretkha Adjane Annisawati (a,b*), Ratih Hurriyati (a), Bambang Widjajanta (a), Vanessa Gaffar(a)

a) Universitas Pendidikan Indonesia
b) Universitas Logistik dan Bisnis Internasional
*asaretkha[at]ulbi.ac.id

Abstract

The objective of this research is to explore the loyalty of Muslims towards Halal Digital Recreation (HDR), which includes the experience quality and perceived values that contribute to developing loyalty. The researchers distributed self-managed questionnaires to Muslim communities after their participation in halal digital recreation, and they collected 350 questionnaires to test the hypotheses using the partial least squares method. The study^s results reveal that perceived value plays a significant role in determining loyalty. The research also indicates that perceived value impacts consumer loyalty, and experience quality is the most influential factor among the loyalty determinants that affect user loyalty. This research has practical implications for businesses to create halal digital recreation that can enhance Muslim user loyalty by utilizing these factors. Additionally, the study adds to the existing knowledge regarding the factors that influence Muslim loyalty in the context of halal digital recreation.

Keywords: Experience Quality, Perceived Value, Loyalty, Halal, Digital Recreation

Topic: Marketing Management, Relationship Marketing, Service Marketing