Title : The Influence of Inclusive Brand Image in Indonesian Cosmetic Products on Customer Loyalty

Vol 7 No 8 (2024): Volume 07 Issue 08 August 2024

Article Date Published : 10 August 2024 | Page No.: 6242-6252 | Google Scholar | Crossref doi for this article

Abstract :

In recent years, cosmetic brands in Indonesia have shifted their marketing strategies to emphasize inclusivity, aiming to foster stronger customer loyalty. This shift includes the portrayal of diverse beauty standards and the inclusion of a wide range of skin tones and types in their product lines.  Prior studies have demonstrated that an inclusive brand image significantly boosts brand trust and customer satisfaction. The research investigates the influence of an inclusive brand image in Indonesia’s cosmetic products on customer loyalty, focusing specifically on Generation Z consumers. By employing a quantitative research methodology, data was collected using online surveys distributed to 201 respondents aged 12-27 years. The study aims to explore the relationship between inclusive brand image and brand trust, customer satisfaction, and loyalty within the context of the Indonesian cosmetics market. Data analysis was conducted using descriptive statistics and PLS-SEM. The findings indicate that an inclusive brand image positively influences brand trust and customer satisfaction, which subsequently strengthen customer loyalty. Findings from this research are anticipated to provide insights that can help local cosmetic brands enhance their inclusive marketing strategies, thereby fostering a sense of acceptance and belonging among their diverse customer base and driving customer loyalty.

Keywords :

Brand trust, Cosmetic Products, Customer Loyalty, Customer Satisfaction, Inclusive Brand Image.

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Author's Affiliation

   Rufina Steva Ong
School of Business and Management (ITB) Jl. Ganesa 10, Bandung

   Ilma Aulia Zaim
School of Business and Management (ITB) Jl. Ganesa 10, Bandung

   Herry Hudrasyah
School of Business and Management (ITB) Jl. Ganesa 10, Bandung

Copyrights & License

Rufina Steva Ong, Ilma Aulia Zaim, Herry Hudrasyah, 2024

This work is licenced under a Creative Commons Attribution 4.0 International License.

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How to Cite :

The Influence of Inclusive Brand Image in Indonesian Cosmetic Products on Customer Loyalty. Rufina Steva Ong, Ilma Aulia Zaim, Herry Hudrasyah , 7(8), 6242-6252. Retrieved from https://ijcsrr.org/single-view/?id=18556&pid=18331

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