Transformasi Perilaku Konsumen Halal di Era Digital: Peran Islamic Branding dan Customer Engagement terhadap Repurchase Intention

Digital transformation has reshaped halal consumer behavior, particularly in information searching, brand interaction, and repurchase decisions. In an increasingly competitive halal industry, companies must strengthen both Islamic brand identity and digital customer engagement to build customer loyalty. This study examines the effect of Islamic branding on halal product repurchase intention, with customer engagement as a mediating variable. A quantitative survey was conducted involving 150 Muslim consumers in Indonesia who had purchased halal products online. Respondents were selected using purposive sampling, and the data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. The results show that Islamic branding has a positive and significant effect on customer engagement and repurchase intention. Customer engagement also positively and significantly influences repurchase intention and mediates the relationship between Islamic branding and repurchase intention. These findings indicate that Muslim consumers demonstrate stronger repurchase intentions when halal brands provide emotional attachment, positive digital interactions, and a strong Islamic identity. Theoretically, this study integrates Islamic branding, customer engagement, and repurchase intention within the Islamic marketing and digital consumer behavior literature. Practically, halal businesses should optimize social media, develop relevant Islamic content, and improve digital customer experiences to strengthen engagement and loyalty.