| Summary: | In the era of globalization, the use of social media comes in many forms. Social media is used as a platform to interact through virtual and online social media. Among the social networks that are popular among the Malaysian community are WhatsApp, Instagram, Facebook, Twitter, TikTok, and the like. This study aims to examine the factors that affect brand loyalty toward the Kuala Lumpur Islamic Religious Council’s media platform. The main objective of this study is to identify whether the effects of brand association, brand image, brand awareness, and perceived quality affect the brand loyalty of the MAIWP media platform. The respondents consisted of 400 Zakat recipients and payers around Kuala Lumpur. This study was conducted in several areas around Kuala Lumpur involving various layers. Data analysis was produced using IBM Statistical Package for Social Science (SPSS) version 28.0 which includes descriptive data and correlation analysis used to find out the relationship between the factors of brand loyalty and the effects that most influence the dependent variable. The results of this study show that each effect affects the brand loyalty of the MAIWP media platform towards Zakat payers and recipients in Kuala Lumpur. After the study was done, the researcher found that brand awareness is the most influential effect on loyalty equity towards the use of the MAIWP media platform data. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
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