Assessing Consumer Perception in Muslim-made Cosmetics: A Relationship Quality Perspective

This study investigates the drivers of repurchase intention in the Muslim-made cosmetics market by examining the mediating roles of trust and satisfaction within a relationship quality framework. Grounded in Relationship Quality Theory and the Stereotype Content Model, the research integrates perceived product quality, brand image, and perceived AI warmth as key antecedents influencing consumer loyalty. A comparative analysis of two structural models (Model 1 and Model 2) is conducted to explore the directionality of the mutually reinforcing relationship between trust and satisfaction. Data were collected via structured online surveys from 439 Muslim consumers in Jakarta, Indonesia, and analyzed using PLS-SEM. Findings reveal that perceived AI warmth is the strongest predictor of both trust (t=7.587, p