Religiosity as an antecedent of perceived value, customer commitment, and repurchase intention for Muslim-made products

Abstract

ABSTRACT
Purpose ‒ This study aims to examine the influence of Islamic religiosity and food quality on repurchase intention among Muslim consumers in Indonesia, with a focus on the mediating roles of customer commitment and perceived value. Given Indonesia’s status as the world’s largest Muslim-majority country, understanding how religious values shape consumer behavior is crucial for businesses targeting this demographic. The research addresses a significant gap in existing literature by exploring how Islamic religiosity, often inconsistently applied in consumer behavior models, directly and indirectly drives repurchase decisions through value-based and relational mechanisms.
Design/Methodology/Approach ‒ A quantitative research design was employed, utilizing a survey of 2069 Muslim consumers across Indonesia. Data were analyzed using Structural Equation Modeling with Partial Least Squares (PLS-SEM), allowing for the examination of complex relationships among constructs. Validated multi-item scales were adapted from prior studies to measure Islamic religiosity, food quality, customer commitment, perceived value, and repurchase intention.
Findings ‒ The results confirm that Islamic religiosity significantly enhances both customer commitment and perceived value, which in turn positively influence repurchase intention. Food quality also strongly impacts commitment and perceived value. Perceived value and customer commitment fully mediate the effects of religiosity and food quality on repurchase intention, with perceived value emerging as a critical driver.
Originality/Value ‒ This study uniquely integrates Islamic religiosity into the Trust and Commitment Theory framework, offering a culturally grounded model for understanding consumer behavior in Muslim-majority markets.
Research Limitations/Implications ‒ Findings are limited to Indonesian Muslims; future research should explore cross-cultural applicability.
Practical Implications ‒ Businesses should align products with Islamic values, ensure halal integrity, and emphasize quality to strengthen perceived value and foster long-term customer commitment.