The Effect of Service Quality on Brand Loyalty: The Moderating Role of Brand Trust in Sharia-Compliant Insurance

The expansion of micro, small, and medium-sized enterprises (MSMEs) has intensified competition in the financial services sector, particularly in the Sharia-compliant guarantee market. PT. Jamkrindo Syariah Guarantee, a subsidiary of PT. Jamkrindo, strategically supports MSMEs by offering Sharia-compliant guarantee products. This study examines the effects of service quality on brand trust and brand loyalty, as well as the moderating role of brand trust in the relationship between service quality and brand loyalty. A quantitative approach was employed using Partial Least Squares (PLS) analysis with data collected from PT. Jamkrindo Syariah clients through structured questionnaires. The results indicate that service quality has a significant positive effect on both brand trust and brand loyalty. Brand trust also positively affects brand loyalty and strengthens the influence of service quality on loyalty. These findings highlight the critical role of brand trust in enhancing customer loyalty and suggest that consistent, Sharia-compliant service quality can serve as a competitive advantage in the insurance sector. Managerial implications include prioritizing service excellence, fostering trust, and leveraging Sharia compliance to build long-term customer loyalty.