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All Journal INOVTEK Polbeng - Seri Informatika Jurnal Ilmiah Ekonomi dan Keuangan
Henny Utarsih
Ekuitas University
Computer Science & IT Economics, Econometrics & Finance

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Perceived Quality and Brand Loyalty Mediated by Brand Trust among Garnier Bandung Rosi Aura Maulida; Henny Utarsih
Jurnal Ilmiah Ekonomi dan Keuangan Vol. 1 No. 2 (2026): Edisi: Februari-April
Publisher : Jurnal Ilmiah Ekonomi dan Keuangan

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Abstract

This study examines the relationship between perceived quality and brand loyalty with brand trust as a mediating variable in the context of Garnier facial moisturizer consumers in Bandung, Indonesia. Background Problems: Increasing competition from local skincare brands has weakened consumer loyalty toward global brands, including Garnier. Novelty: This study specifically focuses on Garnier facial moisturizers and empirically tests the mediating role of brand trust, which has received limited attention in prior studies. Research Methods: A quantitative approach was employed using survey data collected from 120 Garnier users and analyzed through Partial Least Squares–Structural Equation Modeling (PLS-SEM). Findings/Results: The results show that perceived quality has a significant positive effect on brand trust and brand loyalty, while brand trust significantly influences brand loyalty and mediates the relationship between perceived quality and brand loyalty. Conclusion: Improving perceived quality strengthens brand trust, which in turn enhances consumer loyalty toward Garnier facial moisturizers.
Bridging Theory and Prediction: A Hybrid Explainable SEM–Machine Learning Approach to Consumer Purchase Intention Sussy Susanti; Patah Herwanto; Henny Utarsih
Journal of Innovation and Technology Polbeng Series on Informatics (INOVTEK Polbeng - Seri Informatika) Vol. 11 No. 2 (2026): May
Publisher : P3M Politeknik Negeri Bengkalis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35314/d0jnct08

Abstract

The growing use of Instagram as a visual and interactive marketing platform has intensified scholarly interest in how social media content shapes consumer purchase intention. However, most prior studies have relied either on theory-driven Structural Equation Modeling (SEM) or data-driven machine learning, with limited integration between causal explanation, predictive evaluation, and model interpretability. This study addresses this methodological gap by proposing a hybrid explainable SEM–machine learning framework that combines PLS-SEM, XGBoost, and SHAP to examine the relationship between social media content, brand image, and purchase intention. Data were collected from 500 Indonesian Instagram users exposed to fashion and lifestyle brand-related content. The PLS-SEM results show that social media content significantly affects brand image (β = 0.581, p < 0.001), while brand image significantly influences purchase intention (β = 0.511, p < 0.001). Brand image also significantly mediates the relationship between social media content and purchase intention, with a significant indirect effect (β = 0.297; 95% BC-CI: 0.241–0.356). In the predictive stage, Linear Regression and tuned XGBoost demonstrated stable generalization, with test R² values of 0.288 and 0.277, respectively, while Random Forest showed overfitting with a negative test R². SHAP analysis revealed that brand image was the strongest predictive feature (mean |SHAP| = 0.302), followed by social media content (0.268), indicating that brand image plays a more prominent role in forecasting purchase intention. The findings contribute theoretically by reinforcing brand image as a key mediating mechanism, methodologically by integrating validated latent constructs into explainable machine learning, and practically by offering digital marketers a dual-lens approach that combines structural explanation with predictive importance.
Co-Authors Patah Herwanto Rosi Aura Maulida Sussy Susanti