Digital Customer Experience And Brand Loyalty In The Online Muslim Fashion Industry
Keywords:
Digital Customer Experience; Perceived Value; Brand Loyalty; Online Muslim Fashion Industry; West Java
Abstract
This study examines the effect of Digital Customer Experience on Brand Loyalty, with Perceived Value as a mediating variable, in the Online Muslim Fashion industry in West Java, Indonesia. The rapid growth of digital commerce has intensified competition among Online Muslim Fashion brands, making the quality of digital interactions a key factor in shaping customer evaluations and long-term loyalty. This study used a quantitative explanatory design. Data were collected through an online questionnaire distributed to consumers in West Java who had purchased fashion products online at least twice in the last six months and had interacted with a fashion brand through digital platforms. Using purposive sampling, 200 respondents were selected. Data were analyzed using covariance-based Structural Equation Modeling, including Confirmatory Factor Analysis, reliability testing, goodness-of-fit evaluation, structural model testing, and mediation analysis. The results show that Digital Customer Experience positively and significantly affects Perceived Value and Brand Loyalty, while Perceived Value also positively and significantly affects Brand Loyalty. In addition, Perceived Value partially mediates the relationship between Digital Customer Experience and Brand Loyalty. These findings indicate that loyalty in the Online Muslim Fashion industry is shaped by both the quality of digital interactions and the value perceived by consumers.References
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W. Yin and B. Xu, “Effect of online shopping experience on customer loyalty in apparel business-to-consumer ecommerce,” Textile Research Journal, vol. 91, no. 23–24, pp. 2882–2895, Dec. 2021, doi: 10.1177/00405175211016559.
T. E. Mofokeng, “Antecedents of trust and customer loyalty in online shopping: The moderating effects of online shopping experience and e-shopping spending,” Heliyon, vol. 9, no. 5, p. e16182, May 2023, doi: 10.1016/j.heliyon.2023.e16182.
C.-L. Hsu, “Enhancing brand love, customer engagement, brand experience, and repurchase intention: Focusing on the role of gamification in mobile apps,” Decis. Support Syst., vol. 174, p. 114020, Nov. 2023, doi: 10.1016/j.dss.2023.114020.
A. H. Fetais, R. S. Algharabat, A. Aljafari, and N. P. Rana, “Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands,” Information Systems Frontiers, Mar. 2022, doi: 10.1007/s10796-022-10264-7.
S. N. Tran, P. T. Bich, T. L. M. Doan, V. L. C. Lam, and T. T. Thi Anh, “The impact of online reviews on brand loyalty and e-WOM in Vietnam’s cosmetics E-commerce Sector: The moderating role of e-service quality,” Social Sciences & Humanities Open, vol. 12, p. 102208, 2025, doi: 10.1016/j.ssaho.2025.102208.
S. Santos, H. M. Gonçalves, R. Mendes, and V. Gonçalves, “Deriving value from branded mobile apps: Exploring the role of brand satisfaction, age, and value‐in‐use subdimensions,” Psychol. Mark., vol. 41, no. 3, pp. 610–627, Mar. 2024, doi: 10.1002/mar.21942.
J. R. Hanaysha, H. I. Ramadan, and K. M. K. Alhyasat, “Exploring the impact of customer reviews, website quality, perceived service quality, and product assortment on online purchase intention: The mediating role of trust,” Telematics and Informatics Reports, vol. 19, p. 100236, Sep. 2025, doi: 10.1016/j.teler.2025.100236.
L. Xie, T. Zhu, S. Liu, and T. Huan, “Exploring the Impact of Mobile App Quality on consumers’ Online Intention to Transact,” Int. J. Consum. Stud., vol. 48, no. 5, Sep. 2024, doi: 10.1111/ijcs.13085.
X. Zhu, Z. Lu, G. (Henry) Wu, and H. Tian, “How to acquire customer loyalty in online retailing industry? An empirical study from service recovery perspective,” Electron. Commer. Res. Appl., vol. 65, p. 101385, May 2024, doi: 10.1016/j.elerap.2024.101385.
H. E. Akoglu and O. Özbek, “The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers,” Asia Pacific Journal of Marketing and Logistics, vol. 34, no. 10, pp. 2130–2148, Nov. 2022, doi: 10.1108/APJML-05-2021-0333.
H. Zhang, S. Zheng, and P. Zhu, “Why are Indonesian consumers buying on live streaming platforms? Research on consumer perceived value theory,” Heliyon, vol. 10, no. 13, p. e33518, Jul. 2024, doi: 10.1016/j.heliyon.2024.e33518.
Y. Gu, X. Cheng, and J. Shen, “Design shopping as an experience: Exploring the effect of the live-streaming shopping characteristics on consumers’ participation intention and memorable experience,” Information & Management, vol. 60, no. 5, p. 103810, Jul. 2023, doi: 10.1016/j.im.2023.103810.
L. Zheng, “How to make users fall in love with a mobile application: A moderated-mediation analysis of perceived value and (brand) love,” Information Technology & People, vol. 37, no. 3, pp. 1360–1378, Apr. 2024, doi: 10.1108/ITP-06-2022-0465.
C. D’Souza, W. Wong, N. El Haber, A. R. Brouwer, and O. Niininen, “Online impulse purchases versus planned purchases and the role of visual attributes,” Journal of Global Fashion Marketing, vol. 15, no. 4, pp. 504–522, Oct. 2024, doi: 10.1080/20932685.2024.2361884.
M. U. H. Uzir, Z. Bukari, S. N. Wahab, I. Jerin, T. Rasul, and M. Bin Amin, “Investigation of customer satisfaction, brand trust and brand loyalty in electronics home appliances: CB-SEM Approach,” Social Sciences & Humanities Open, vol. 12, p. 101943, 2025, doi: 10.1016/j.ssaho.2025.101943.
T. T. A. NGO, K. B. NGUYEN, M. T. PHAM, N. T. TRAN, H. T. TRAN, and C. T. DAO, “The influence of online customer reviews (OCRs) on the online-shopping intention for domestic fashion: A case study of Vietnam,” Acta Psychol. (Amst)., vol. 260, p. 105639, Oct. 2025, doi: 10.1016/j.actpsy.2025.105639.
B. Kantarcıoğlu and U. Kubat Dokumacı, “Understanding gen Z’s fast fashion consumption: the role of gender identity and consumer values,” Journal of Fashion Marketing and Management: An International Journal, vol. 29, no. 7, pp. 1221–1242, Sep. 2025, doi: 10.1108/JFMM-03-2025-0114.
J.-C. Lee and L. nan Xiong, “The impact of informational antecedents on Generation Z consumers’ evaluations of cross-border e-commerce transaction costs and purchase decisions,” Information Technology & People, vol. 39, no. 1, pp. 1–33, Jan. 2026, doi: 10.1108/ITP-10-2023-1035.
W. Irshad, E. Zhou, H. M. W. Rasheed, M. U. Mumtaz, and R. Khurshid, “Does Augmented Reality Apps Trigger Loyalty Toward the Brand? A Myth or Reality: The Case of UK and UAE Consumers,” Journal of Consumer Behaviour, vol. 24, no. 3, pp. 1154–1178, May 2025, doi: 10.1002/cb.2458.
S. Bingwa, C. F. De Meyer-Heydenrych, and M. Roberts-Lombard, “Exploring the customer e-loyalty of millennials when purchasing footwear online in South Africa,” Cogent Business & Management, vol. 11, no. 1, Dec. 2024, doi: 10.1080/23311975.2024.2365996.
N. Sarkis, N. Jabbour Al Maalouf, E. Saliba, and J. Azizi, “The impact of augmented reality within the fashion industry on purchase decisions, customer engagement, and brand loyalty,” International Journal of Fashion Design, Technology and Education, pp. 1–10, Mar. 2025, doi: 10.1080/17543266.2025.2470187.
Md. A. I. Gazi, Md. Ibrahim, A. Al Masud, and S. M. A. Reza, “Brand experiences and loyalty among young smartphone users: a serial mediation analysis,” Management Decision, vol. 64, no. 1, pp. 261–284, Jan. 2026, doi: 10.1108/MD-12-2023-2321.
C. Rodrigues, A. Brandão, S. Billore, and T. Oda, “The mediating role of perceived brand authenticity between brand experience and brand love: a cross-cultural perspective,” Journal of Brand Management, vol. 31, no. 3, pp. 293–309, May 2024, doi: 10.1057/s41262-023-00342-9.
T. P. Tran, J. E. Zemanek, and Md. N. Sakib, “Improving brand love through branded apps: is that possible?,” Journal of Marketing Analytics, vol. 14, no. 1, pp. 274–294, Mar. 2026, doi: 10.1057/s41270-024-00356-5.
D. Zha, P. Foroudi, T. C. Melewar, and Z. Jin, “Examining the Impact of Sensory Brand Experience on Brand Loyalty,” Corporate Reputation Review, vol. 28, no. 1, pp. 14–42, Feb. 2025, doi: 10.1057/s41299-023-00175-x.
W. M. Lim, V. Saha, and M. Das, “From service failure to brand loyalty: evidence of service recovery paradox,” Journal of Brand Management, vol. 32, no. 4, pp. 257–281, Jul. 2025, doi: 10.1057/s41262-025-00380-5.
Published
2026-04-28
How to Cite
Husnah, N., Sumarto, S. H., & Sjaifudian, H. (2026). Digital Customer Experience And Brand Loyalty In The Online Muslim Fashion Industry. Jurnal Ekonomi Syariah Pelita Bangsa, 11(01), 217-231. https://doi.org/10.37366/jespb.v11i01.3216
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Articles
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