International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 13, Issue 1 (January 2026), Pages: 134-143

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 Original Research Paper

Generation Z Muslim loyalty toward e-commerce: Evidence from Indonesia

 Author(s): 

 Nur Rizqi Febriandika 1, *, Imron Rosyadi 1, Lukmanul Hakim 1, Helmi Imaduddin 2, Neneng Nadila Kurniawati 1

 Affiliation(s):

  1Department of Islamic Economic Law, Faculty of Islamic Studies, Universitas Muhammadiyah Surakarta, Surakarta City, Indonesia
  2Department of Informatics Engineering, Faculty of Communication and Informatics, Universitas Muhammadiyah Surakarta, Surakarta City, Indonesia

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 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0000-0001-9063-6990

 Digital Object Identifier (DOI)

  https://doi.org/10.21833/ijaas.2026.01.014

 Abstract

Research on e-commerce loyalty among Muslim consumers has become increasingly important due to the large size of the Muslim market in Muslim-majority countries. However, the relationship between technological features and consumer characteristics remains underexplored. This study investigates the factors influencing the loyalty of Generation Z Muslim consumers toward e-commerce platforms. A survey was conducted in 2025 among Generation Z university students (born between 1997 and 2012) in Central Java. Quantitative data were collected through an online questionnaire completed by 315 highly educated Muslim respondents. Structural Equation Modeling (SEM) was used to test the proposed research model. The results show that Generation Z loyalty is positively influenced by brand equity (β = 0.600), trust (β = 0.153), and flow experience (β = 0.192), with brand equity identified as the strongest determinant of loyalty. In the e-commerce context, brand equity is significantly enhanced by utilitarian features (β = 0.477) and flow experience (β = 0.309). Improving these factors strengthens brand equity, which subsequently leads to higher consumer loyalty.

 © 2026 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Generation Z loyalty, Muslim consumers, E-commerce platforms, Brand equity, Flow experience

 Article history

 Received 22 August 2025, Received in revised form 23 December 2025, Accepted 1 January 2026

 Acknowledgment

The authors would like to thank the Research and Innovation Institute (LRI), Universitas Muhammadiyah Surakarta, for the enormous financial support in writing this study through the funding scheme of the 2025 Outstanding Research of Study Program (RU-PRODI) with contract number 95.49/A.3-III/LRI/IV/2025. 

 Compliance with ethical standards

 Ethical considerations

This study was conducted in compliance with ethical standards for social science research in Indonesia. The research procedures adhered to the principles outlined in the Indonesian National Guidelines for Research Ethics (Pedoman Etika Penelitian Nasional) issued by the Ministry of Education, Culture, Research, and Technology of the Republic of Indonesia.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Febriandika NR, Rosyadi I, Hakim L, Imaduddin H, and Kurniawati NN (2026). Generation Z Muslim loyalty toward e-commerce: Evidence from Indonesia. International Journal of Advanced and Applied Sciences, 13(1): 134-143

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 Figures

  Fig. 1 

 Tables

  Table 1   Table 2   Table 3   Table 4   Table 5  

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