Pengaruh Brand Authenticity terhadap Brand Loyalty melalui Brand Attachment dan Brand Image pada Produk Kosmetik Halal Wardah

Nailarania Zafira Yumna (Program Studi Manajemen, Fakultas Bisnis dan Ekonomika, Universitas Islam Indonesia, Indonesia)
Anas Hidayat (Program Studi Manajemen, Fakultas Bisnis dan Ekonomika, Universitas Islam Indonesia, Indonesia)

Jurnal Ekonomi, Manajemen, dan Bisnis
Vol. 4 No. 3 (2026): Jurnal Ekonomi, Manajemen dan Bisnis

Competition in the halal cosmetics industry is driving brands to build sustainable relationships with consumers through authenticity and positive brand perception. This study aims to analyze the effect of brand authenticity on brand loyalty and to examine the mediating roles of brand attachment and brand image among consumers of Wardah halal cosmetics. The study employed a quantitative approach with a cross-sectional design. Data were collected from 300 Generation Z women in Indonesia who had purchased and used Wardah within the past six months. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1.1.8. The results show that brand authenticity has a positive and significant effect on brand attachment, brand image, and brand loyalty. Brand image has a positive and significant effect on brand loyalty, while brand attachment does not have a significant effect on brand loyalty. Brand attachment also does not mediate the relationship between brand authenticity and brand loyalty. In contrast, brand image is proven to mediate this relationship positively and significantly. The main finding of this study is that the cognitive mechanism through brand image is more effective than the emotional mechanism through brand attachment in shaping consumer loyalty toward Wardah halal cosmetics.