The Role of Brand Love in Mediating the Influence of Brand Trust on Consumer Loyalty of Sariayu Cosmetics
DOI:
https://doi.org/10.24256/kharaj.v7i4.8323Keywords:
Brand Love, Brand Trust, Consumer Loyalty, Halal Cosmetics, Mediation AnalysisAbstract
Background: The Indonesian cosmetics industry faces intense competition, with Sariayu experiencing declining market share from 15% in 2020 to 8.9% in 2024, indicating weakened consumer loyalty. Purpose: This study examines the mediating role of brand love in the relationship between brand trust and consumer loyalty toward Sariayu facial mask products. Methods: A quantitative explanatory design was employed with purposive sampling of 150 University of Mataram students aged 18-25 years with minimum twice product usage. A five-point Likert scale questionnaire was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results: Brand trust significantly influenced brand love (β = 0.785, p < 0.001). Both brand trust (β = 0.661, p < 0.001) and brand love (β = 0.230, p = 0.009) positively affected consumer loyalty. Brand love partially mediated the trust-loyalty relationship, indicating emotional bonds amplify trust effects on loyalty. Conclusion: Brand love functions as a significant mediator between brand trust and consumer loyalty, emphasizing the importance of cultivating both cognitive trust and affective commitment in building sustainable loyalty for local cosmetic brands. These findings validate theoretical frameworks while extending applicability to the Indonesian halal cosmetics industry.
References
Ab Hamid, M. R., Sami, W., & Mohmad Sidek, M. H. (2017). Discriminant validity assessment: Use of Fornell and Larcker criterion versus HTMT criterion. Journal of Physics: Conference Series, 890(1), 1–7. https://doi.org/10.1088/1742-6596/890/1/012163
Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258–266. https://doi.org/10.1108/07363761311328928
Becerra, E. P., & Korgaonkar, P. K. (2011). Effects of trust beliefs on consumers' online intentions. European Journal of Marketing, 45(6), 936–962. https://doi.org/10.1108/03090561111119921
Burhanudin, B., & Febryanti, B. (2023). The role of brand love on brand satisfaction, brand engagement, and brand loyalty. Jurnal Manajemen Maranatha, 23(November), 67–78.
Cahyo, S. D., Maziyah, S., & Patmasari, E. K. (2025). The influence of brand experience and trust on customer satisfaction with the mediation of brand love. RIGGS, 4(3), 1265–1280. https://doi.org/10.31004/riggs.v4i3.2046
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Lawrence Erlbaum Associates.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.
Edeh, E., Lo, W. J., & Khojasteh, J. (2023). Review of partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Structural Equation Modeling: A Multidisciplinary Journal, 30(1), 165–167. https://doi.org/10.1080/10705511.2022.2108813
Etikan, I., Musa, S. A., & Alkassim, R. S. (2025). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Geisser, S. (1975). The predictive sample reuse method with applications. Journal of the American Statistical Association, 70(350), 320–328.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-x
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277–319.
Ibrahim, A. N., & Abd Ghani, N. H. (2024). The mediating effect of brand love on brand trust and brand loyalty: Conceptual paper. Advanced International Journal of Business, Entrepreneurship and SMEs, 6(22), 250–259. https://doi.org/10.35631/aijbes.622018
Jamieson, S. (2004). Likert scales: How to (ab) use them. Medical Education, 38(12), 1217–1218. https://doi.org/10.1111/j.1365-2929.2004.02012.x
Kline, R. B. (2005). Principles and practice of structural equation modeling (2nd ed.). Guilford Press.
Marliawati, A., & Cahyaningdyah, D. (2020). Management analysis journal: Impacts the brand of experience and brand image on brand loyalty mediators brand of trust. Management Analysis Journal, 9(2), 140–151.
Mohktar, R., Leong, T. Y., Nor, R. M., & Rokeman, N. (2024). Likert measurement scale in education and social sciences: Explored and explained. EDUCATUM Journal of Social Sciences, 10(1), 77–88. https://doi.org/10.37134/ejoss.vol10.1.7.2024
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill.
Peterson, R. A. (1994). A meta-analysis of Cronbach's coefficient alpha. Journal of Consumer Research, 21(2), 381. https://doi.org/10.1086/209405
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879–891.
Purwianti, L. (2025). How green brand love mediates green brand loyalty in eco-friendly cosmetics. Sentralisasi, 14(3), 1–20. https://doi.org/10.33506/sl.v14i3.4692
Rahayu, R., & Ruswanti, E. (2024). Influence brand experience, perceived quality, and brand love on brand loyalty for purchasing Janji Jiwa products. Jurnal Ilmiah Manajemen Kesatuan, 12(3), 743–754. https://doi.org/10.37641/jimkes.v12i3.2325
Richard, L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue 1999), 33–44.
Sudaryono. (2017). Metode penelitian manajemen sumber daya manusia: Teori, kuisioner, analisis data dan hasil penelitian [Research methodology for human resource management: Theory, questionnaire, data analysis, and research results]. CV Andi Offset.
Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D [Quantitative, qualitative, and R&D research methods] (10th ed.). Alfabeta.
Ta, Q. B., & Nguyen, T. T. (2020). Impact of factors on the quality of accounting information system in civil engineering construction enterprises. Management Science Letters, 10(13), 2985–2992. https://doi.org/10.5267/j.msl.2020.5.027
Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach's alpha. International Journal of Medical Education, 2, 53–55. https://doi.org/10.5116/ijme.4dfb.8dfd
Top Brand Index. (n.d.). Top brand award. Retrieved from https://www.topbrand-award.com/top-brand-index
Twycross, A. (2004). Research design: Qualitative, quantitative and mixed methods approaches. Nurse Researcher, 12(1), 82–83. https://doi.org/10.7748/nr.12.1.82.s2
Wardhana, A., & Yulia. (2021). The impacts of brand image, brand love, and brand trust on brand loyalty: Case study on coffee drinks. In Proceedings of the 18th International Symposium on Management (INSYMA 2021) (Vol. 180, pp. 164–168). https://doi.org/10.2991/aebmr.k.210628.027
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2025 Baiq Asya Faras Khairunnisa, Muhammad Mujahid Dakwah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. In line with the license, authors are allowed to share and adapt the material. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors remix, transform or build upon the material, authors must distribute their contributions under the same license as the original.
