Sharia-based retail businesses, such as sharia minimarkets, have grown to meet the rising demand for halal
products among Muslim consumers, yet brand loyalty in this sector remains underexplored. This study aims to
examine the influence of religiosity, brand image, and perceived value on brand loyalty among 201 Muslim
consumers in Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek). The study employs an explanatory
quantitative method with Structural Equation Modeling–Partial Least Squares (SEM-PLS) analysis. The results
indicate that religiosity, brand image, and perceived value each have a positive and significant effect on brand
loyalty. Furthermore, religiosity significantly enhances both brand image and perceived value. The findings
highlight the strategic importance of integrating religious values into branding and customer value creation to
strengthen loyalty in the Islamic retail sector.