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

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.