How personalized digital marketing drives consumer satisfaction and loyalty in the halal food sector of Indonesia

Purpose This study aims to investigate the impact of personalized digital marketing tools – namely, targeted advertisements, mobile applications and loyalty programs – on consumer satisfaction and loyalty within the halal food sector in Indonesia. Design/methodology/approach A quantitative survey methodology was used, using online questionnaires randomly distributed to 500 Muslim consumers of halal food across major Indonesian cities via email or questionnaire, resulting in 486 collected responses. After excluding 10 incomplete responses, the final sample comprised 476 respondents, yielding a 95.2% response rate. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the relationships between personalized digital marketing tools, consumer satisfaction and consumer loyalty. Findings The research reveals that targeted advertisements, mobile applications and loyalty programs significantly enhance consumer satisfaction. Furthermore, consumer satisfaction is found to have a strong positive effect on consumer loyalty within the halal food sector. These findings underscore the critical role of personalized digital marketing in shaping customer experiences and fostering loyalty. Practical implications For practitioners, the study highlights the importance of integrating personalized digital marketing strategies to enhance consumer satisfaction and loyalty. Businesses in the halal food sector should invest in targeted advertisements and user-friendly mobile applications and develop effective loyalty programs tailored to their customers’ needs. These strategies can help businesses distinguish themselves in a competitive market and build strong, lasting relationships with consumers. Originality/value This study contributes to the existing literature by specifically addressing the impact of personalized digital marketing tools in the context of the halal food sector, providing valuable insights into how these tools can be effectively used to improve consumer satisfaction and loyalty. The research fills a gap in understanding the intersection of digital marketing practices and cultural considerations within the halal food sector.