Issue

Vol. 13 No. 1 (2026): June

Date Log

Submitted
15 January 2026
Accepted
2 February 2026
Published
29 April 2026

Copyright (c) 2026 Mukhammad Rizal, Raditha Dwi Vata Hapsari, Ida Yulianti (Author)

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This work is licensed under a Creative Commons Attribution 4.0 International License.

Halal Fast Food Loyalty: Brand Image as a Mediator of SMMA, Certification, and CSR

https://doi.org/10.24252/minds.v13i1.64662
Mukhammad Rizal
Universitas Brawijaya, Indonesia
https://orcid.org/0009-0005-1325-6472
Raditha Dwi Vata Hapsari
Universitas Brawijaya, Indonesia
https://orcid.org/0000-0003-3643-820X
Ida Yulianti
Universitas Brawijaya, Indonesia

Corresponding Author(s) : Mukhammad Rizal

[email protected]

Jurnal Minds: Manajemen Ide dan Inspirasi, Vol. 13 No. 1 (2026): June

Abstract

This study examines how Social Media Marketing Activities (SMMA), halal certification, and Corporate Social Responsibility (CSR) influence consumer loyalty in halal fast-food, with brand image as a mediator. Grounded in the Stimulus–Organism–Response framework, data from 483 Muslim Generation Z consumers of KFC in Malang City were analyzed using PLS-SEM. The results show that SMMA and CSR positively affect loyalty both directly and indirectly through brand image. Halal certification has no direct effect but indirectly shapes loyalty via brand image. The findings suggest that halal certification functions as a baseline expectation rather than a differentiating factor. This study contributes to Islamic marketing by clarifying the shifting role of institutional religious standards and offers managerial implications for strengthening digital engagement, CSR authenticity, and halal communication.

Keywords

Generation Z Social Media Marketing Halal Consumer Behavior Customer Loyalty
Rizal, M., Hapsari, R. D. V., & Yulianti, I. (2026). Halal Fast Food Loyalty: Brand Image as a Mediator of SMMA, Certification, and CSR. Jurnal Minds: Manajemen Ide Dan Inspirasi, 13(1), 141–158. https://doi.org/10.24252/minds.v13i1.64662
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Author Biographies

Mukhammad Rizal, Universitas Brawijaya

Master of Management Department

Raditha Dwi Vata Hapsari, Universitas Brawijaya

Master of Management Department

Ida Yulianti, Universitas Brawijaya

Master of Management Department

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