TRUST, PRODUCT QUALITY, AND LOYALTY:IS THE CELEBRITY ENDORSER STILL RELEVANT?

Abstract

This study examines how consumer trust, communication style, and perceived product quality influence customer loyalty in the Muslim fashion industry and tests whether celebrity endorsement moderates these relationships. Design/methodology/approach – A quantitative, cross-sectional design was employed. Data were collected from 191 Indonesian Muslim women aged 18–45 who had purchased Muslim fashion products endorsed by celebrities. PLS-SEM (SmartPLS 4.0) was used to test the hypotheses. Findings – Consumer trust, communication style, and perceived product quality each have a significant positive impact on customer loyalty. Celebrity endorsement significantly moderates only the relationship between communication style and loyalty. Research limitations/implications – The sample is limited to Indonesian Muslim women, which may restrict generalizability. Future research should include broader demographics and additional moderators such as religiosity or brand authenticity. Practical implications – Marketers should focus on authentic communication and high product quality to build loyalty, using celebrity endorsers strategically to enhance emotional engagement rather than as primary validators of trust or quality. Originality/value – This research critically evaluates the contextual effectiveness of celebrity endorsement in a value-driven market, offering empirical insights for loyalty formation in the Muslim fashion sector.