Abstract:

Many studies either theoretically or empirically proved some determinants of retail patronage behavior (RPB) comprising market, product, and personal-relevant factors. However, the research specifically focusing on RPB in the context of Islamic retail store is still rare to find. In order to fill the gap, this paper examined some factors determine retail patronage behavior in the context of Islamic retail store in Yogyakarta. Some variables, namely halal product quality or HPQ (product-relevant factor), Islamic store image or ISI (market-relevant factor) and self-congruity (personal-relevant factor) are predicted to influence RPB. In total, this paper collected 302 data from respondents in several Islamic retail stores. Results showed that RPB is determined by HPQ and ISI and self-congruity with HPQ and self-congruity as the partial mediator.