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Purpose This paper aims to examine the impact of religiosity on Muslim-friendly destination performance, customer engagement and customer satisfaction; the mediating impact of Muslim-friendly destination performance, customer engagement and customer satisfaction on the link between religiosity and word of mouth (WOM); and the moderating impact of religiosity on the relationship between Muslim-friendly tourism, customer engagement and customer satisfaction. Design/methodology/approach The population of this study was all tourists who visited West Sumatra Indonesia. By using a survey through questionnaires, this study has got 393 out of 450 collected responses (83.6%). This research used the structural equation modeling as the data analysis technique. Findings This research found that religiosity is a significant antecedent of Muslim-friendly tourism, customer engagement and tourist satisfaction. This study revealed that Muslim-friendly tourism, customer engagement and tourist satisfaction significantly mediate the link between religiosity and WOM. This research also found that religiosity significantly moderates the effect of Muslim-friendly tourism on tourist satisfaction. Research limitations/implications This study was only conducted in Indonesia; hence, it lacks generality. Accordingly, future studies can expand to several other countries such as Southeast Asian countries which have big Muslim population. This study only focused on Muslim-friendly tourism industry as a whole. For future studies, it can be extended to several related industries, such as hotel, food and beverage and halal cosmetic. Practical implications This study has shown the important of manager knowledge about religiosity of customers. Accordingly, when they want to increase tourists’ WOM, they have to increase tourist perceived quality of Muslim-friendly tourism attributes which also have an impact on customer engagement and tourist satisfaction. Originality/value This study proposes the direct relationship between religiosity and Muslim-friendly tourism, the religiosity-customer engagement link and the religiosity-tourist satisfaction relation. This research has revealed the mediating effect of Muslim-friendly tourism, satisfaction and engagement on the link between religiosity and WOM. This study has also revealed the impact of religiosity in strengthening the link between halal tourism and tourist satisfaction which is limited previously.

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This research is motivated by the rapid development of technology at this time in all aspects including information. In addition, according to (Made et al., 2018) and (Foster, 2016) that brand image is an interesting topic to be a variable that influences a consumer's purchasing decision on a cosmetic product. This is more interesting because currently Indonesian consumers like to consume cosmetics made from natural ingredients made from plants. So the marketing strategy which consists of promotion, price and consumer taste factors, namely brand image influences purchasing decisions. This study aims to collect and analyze published articles about the effect of promotion, price and brand image on purchasing decisions. Research design is a literature review. Articles published in the last ten years that appear in 6 management and business journals that are academically recognized have been reviewed in this study. Based on the results of the literature review that promotion, price and brand image are expected to increase purchasing decisions. Purchasing decisions can be measured by increasing sales data. So promotion, price and brand image have a significant influence on purchase satisfaction.