Unveiling the Influence of Media Platforms on Cultivating Brand Loyalty for Federal Territories Islamic Religious Council (MAIWP), Putrajaya

This study examines the impact of brand awareness, brand association, brand image, and perceived quality on brand loyalty for MAIWP in disseminating zakat-related information. A questionnaire was administered to 200 respondents from the Muslim community in Putrajaya, and data were analyzed using descriptive and inferential statistics. Results indicate that brand awareness, association, image, and perceived quality significantly influence brand loyalty. Higher awareness and positive associations contribute to increased loyalty, while a positive brand image and perceived quality enhance loyalty. These findings offer valuable insights for MAIWP in developing effective media platforms to foster engagement, trust, and seamless information dissemination.