The Impact of Spiritual Marketing on Consumer Loyalty

Wardah is a pioneer of a cosmetic brand receiving a halal certificate from the Indonesian Ulema Council.
Therefore, these products are compliant with Islamic principles. Indeed, Indonesian consumers, mainly Muslim,
are expected to be loyal. Related to this situation, the company manufacturing Wardah products needs to choose
the type of suitable marketing. For this reason, this research aims to examine and analyze the impact of spiritual
marketing on consumer loyalty. To achieve this intention, the consumers of Wardah products in Jakarta perform
as the population and samples. Because the population size is unidentified, the consumers are taken by purposive
sampling. Also, the variance-based structural equation model and probability of t-statistic are utilized to analyze
the data and test the hypothesis. Based on the response testing, this study concludes that spiritual marketing is
needed to create loyal consumers.