<![CDATA[Purpose – This study aims to analyze the effects of perceived value and brand trust on brand loyalty among Generation Z customers of Somethinc in Indonesia, with brand attachment as a mediating variable. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. Data were collected through an online questionnaire from 300 Generation Z respondents aged 13–28 years residing in Indonesia who had experience using Somethinc products. The respondents were selected using a non-probability sampling technique. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Findings – The results indicate that perceived value, brand trust, and brand attachment have positive and significant effects on brand loyalty. Among the variables examined, brand attachment demonstrates the strongest influence on brand loyalty based on the highest path coefficient in the model. Furthermore, brand attachment significantly mediates the effects of perceived value and brand trust on brand loyalty. Originality/Value – This study contributes to the brand management and consumer behavior literature by integrating perceived value, brand trust, and brand attachment into a comprehensive model explaining brand loyalty among Generation Z consumers in the Indonesian beauty industry. The findings provide empirical evidence regarding the critical role of emotional attachment as a mechanism that strengthens the relationship between consumers’ perceived value and trust toward a brand and their long-term loyalty.]]>
