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All Journal Jurnal Ekonomi Manajemen Sistem Informasi
Jayanti, Reni
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Economics, Econometrics & Finance

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Driving Brand Evangelism Among Surabaya Gen Z through Brand Satisfaction, Passion, and Trust Towards Avoskin Beauty Jayanti, Reni; Rizky Dermawan
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 3 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Januari - Februari 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i3.7360

Abstract

The decline in Avoskin's market share amid the intense competition in local skincare industry being serious concerns for the brand's sustainability. This research examines how brand satisfaction, brand passion, and brand trust influence brand evangelism among Generation Z towards consumers of Avoskin in Surabaya. Sample collected using a quantitative approach thought online questionnaire, with purposive sampling, involving 105 respondents who had used Avoskin products regularly for the past six months, Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) was employed to analyze the data using SmartPLS. The results indicate that brand satisfaction, brand passion, and brand trust have positive and significant effect on brand evangelism. These results finding the importance of customer satisfaction, emotional attachment, and trust in encouraging active loyalty and voluntary brand advocacy.
Co-Authors Rizky Dermawan