The Effect of Consumer Satisfaction as a Mediating Variable on the Relationship between Religiosity, Product Quality, and Repurchase Intention of Halal Certified Products in Palembang City

The growing consumption of halal products requires an understanding of post-purchase consumer behavior, not merely the fulfillment of halal requirements. Palembang City was chosen as the research context because it is a center of economic and consumption activity with a large population and a diverse consumer base. This study aims to analyze the effects of Religiosity Level and Product Quality on Customer Satisfaction and Repurchase Intention toward halal-certified products. A quantitative approach was employed using convenience sampling with 250 Muslim respondents aged at least 17 years who had purchased halal products at least twice, analyzed using SEM-PLS with SmartPLS 4. The results show that Religiosity Level and Product Quality have a positive effect on Customer Satisfaction, and both have a significant indirect effect on Repurchase Intention through Customer Satisfaction as a mediating variable. However, Customer Satisfaction does not have a significant direct effect on Repurchase Intention. These findings are expected to benefit halal-certified business owners in developing strategies to strengthen consumer trust, enhance customer satisfaction, and support sustainable business performance in Palembang City.