Article Per Year (5 Year)
p-Index From 2020 - 2025
0
P-Index
This Author published in this journals
All Journal Golden Ratio of Marketing and Applied Psychology of Business
Norris, Teresa
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Brand Authenticity on Brand Loyalty Towards Local Skincare Products: Mediating Role of Brand Attachment Norris, Teresa; Sari, Diana
Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v6i1.1457

Abstract

This study aims to investigate the influence of consumer perceptions regarding the authenticity of somethinc as a local skincare brand on their level of loyalty, while also comparing the results when mediated by the role of brand attachment. Empirical data were collected from 255 respondents in Indonesia who had purchased Somethinc skin care products at least 3 times for their personal use. The respondent data was processed using Partial Least Squares Path Modeling (PLS-SEM) analysis integrated through Smart PLS 3 software. It was found that brand authenticity doesn't influence brand loyalty directly in the beauty industry. However, brand authenticity can influence brand attachment significantly. Likewise, brand attachment has a significant effect on brand loyalty. Then, the relationship between brand authenticity and brand loyalty becomes significant when mediated by the brand attachment variable. This study contributes to becoming a benchmark for local beauty brands in developing their strategies to gain consumer loyalty.
Co-Authors Diana Sari