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The Interplay of Brand Image, Brand Trust, and Customer Satisfaction in Building Customer Loyalty of Sustainable Skincare Products Among College Students Yanti, Kadek Oktaria Vina; Basmantra, Ida Nyoman
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 5 No. 6 (2025): November 2025
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v5i6.1101

The rapid growth of the sustainable skincare industry and increasing competition have made it challenging for brands to maintain long-term loyalty, particularly among young and environmentally conscious consumers. Despite rising awareness of sustainability, empirical evidence explaining the psychological mechanisms underlying loyalty in this segment remains limited. This study investigates the influence of brand image and brand trust on customer loyalty, with customer satisfaction functioning as a mediating variable, focusing on sustainable skincare products among college students in Indonesia. A quantitative research design was employed, utilizing a structured questionnaire administered to college students who actively use sustainable skincare products. Data analysis was performed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to examine both direct and indirect relationships among the study variables. The results reveal that brand image and brand trust exert positive and significant effects on customer satisfaction. Moreover, customer satisfaction significantly impacts customer loyalty and serves as a mediating mechanism between brand image, brand trust, and customer loyalty. These findings underscore the central role of customer satisfaction in translating brand-related attributes into enduring customer loyalty. The study novelty of lies in the development of an integrated mediation model that contextualizes brand image and brand trust within the sustainable skincare industry targeting Indonesian college students, a segment that has received limited scholarly attention. The study contributes to the literature on brand loyalty and sustainable consumer behavior and provides practical insights for sustainable skincare companies to strengthen loyalty by enhancing brand image, trust, and customer satisfaction in a highly competitive market.

Shaping Green Purchase Intention: How Attitude, Norms, Environmental Awareness, and Knowledge Interact Devani, Putu Chyntia Ayu; Basmantra, Ida Nyoman
Jurnal Manajemen Bisnis dan Kewirausahaan Vol. 6 No. 1 (2026): MARCH
Publisher : Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jamanika.v6i1.42911

This study investigates key determinants of green purchase intention among Indonesian youth by applying an extended Theory of Planned Behaviour (TPB) that integrates attitude toward green products, subjective norms, environmental concern, and environmental knowledge. A quantitative, cross-sectional survey was administered online to purposively selected respondents in Jakarta, Bandung, and Bali (n = 210), measured using a five-point Likert scale. The indicators captured attitude (ATT1–ATT3), subjective norms (SN1–SN2), environmental concern (EC1–EC3), environmental knowledge (EK1–EK4), and green purchase intention (GP1–GP3). Data were analysed using Partial Least Squares–Structural Equation Modeling (PLS-SEM), including measurement-model evaluation (outer loadings > 0.701; AVE = 0.581–0.753; composite reliability = 0.844–0.868) and structural testing via bootstrapping. The structural results show that attitude exerts the strongest positive effect on green purchase intention (β = 0.377; t = 5.230; p < 0.001; f² = 0.160), followed by environmental concern (β = 0.280; t = 3.610; p < 0.001; f² = 0.080) and environmental knowledge (β = 0.204; t = 2.675; p = 0.004; f² = 0.040). In contrast, subjective norms are not significant (β = 0.035; t = 0.482; p = 0.315; f² = 0.002). The model explains substantial variance in green purchase intention (R² = 0.642; adjusted R² = 0.635). Theoretically, the findings refine extended TPB in a developing-country context by demonstrating the primacy of internal cognitive–affective drivers over social pressure for urban youth. Practically, firms and policymakers should prioritize attitude-building communication, environmental education, and credible green information to strengthen intention formation. Overall, this study highlights that strengthening consumers’ attitudes, concern, and knowledge is pivotal to accelerating sustainable purchasing intentions in Indonesia.

The Interplay of Brand Image, Brand Trust, and Customer Satisfaction in Building Customer Loyalty of Sustainable Skincare Products Among College Students Yanti, Kadek Oktaria Vina; Basmantra, Ida Nyoman
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 5 No. 6 (2025): November 2025
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v5i6.1101

The rapid growth of the sustainable skincare industry and increasing competition have made it challenging for brands to maintain long-term loyalty, particularly among young and environmentally conscious consumers. Despite rising awareness of sustainability, empirical evidence explaining the psychological mechanisms underlying loyalty in this segment remains limited. This study investigates the influence of brand image and brand trust on customer loyalty, with customer satisfaction functioning as a mediating variable, focusing on sustainable skincare products among college students in Indonesia. A quantitative research design was employed, utilizing a structured questionnaire administered to college students who actively use sustainable skincare products. Data analysis was performed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to examine both direct and indirect relationships among the study variables. The results reveal that brand image and brand trust exert positive and significant effects on customer satisfaction. Moreover, customer satisfaction significantly impacts customer loyalty and serves as a mediating mechanism between brand image, brand trust, and customer loyalty. These findings underscore the central role of customer satisfaction in translating brand-related attributes into enduring customer loyalty. The study novelty of lies in the development of an integrated mediation model that contextualizes brand image and brand trust within the sustainable skincare industry targeting Indonesian college students, a segment that has received limited scholarly attention. The study contributes to the literature on brand loyalty and sustainable consumer behavior and provides practical insights for sustainable skincare companies to strengthen loyalty by enhancing brand image, trust, and customer satisfaction in a highly competitive market.

From Influence to Intention: How Peer Dynamics and Viral Marketing Shape Gen-Z Food Purchasing Through Brand Awareness Anggraeni, Ni Putu Olla; Basmantra, Ida Nyoman
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 4 No 2 (2025): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v4i2.1099

Digital platforms and peer interactions play an increasingly central role in shaping Generation Z’s consumption behavior, yet limited empirical evidence clearly explains the distinct effects of peer influence and viral marketing on purchase intention through the mediating role of brand awareness, particularly in Bali’s food industry. This gap constrains marketers’ understanding of which social and digital factors are most influential at different stages of Generation Z’s purchasing process. Focused on Generation Z in Bali, this study explores the roles of peer influence and viral marketing in shaping food purchase intention, with brand awareness as a mediator. Employing a quantitative survey design, the data analysis indicates that viral marketing elevates brand awareness, which subsequently enhances purchase intention. Peer influence, however, exerts a direct effect on purchase intention but does not significantly impact brand awareness. The relationship between viral marketing and purchase intention is fully mediated by brand awareness. These findings highlight the distinct pathways through which digital content (viral marketing) and social interactions (peer influence) operate: the former builds brand recognition, while the latter directly drives purchase decisions. This study offers practical implications for food marketers by highlighting the importance of viral strategies that boost brand awareness, alongside using peer influence to convert awareness into purchase intention. Understanding Generation Z’s digital behavior and social interactions is essential for developing effective marketing strategies in today’s digital environment.

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