The Influence of Brand Trust and Satisfaction towards Consumer Loyalty of a Local Cosmetic Products Brand X among Generation Z

  • Moh. Djemdjem Djamaludin Department of Family and Consumer Science, Faculty of Human Ecology, IPB University, Bogor, Indonesia
  • Annisa Fahira Department of Family and Consumer Science, Faculty of Human Ecology, IPB University, Bogor, Indonesia
Keywords: brand trust, consumer loyalty, consumer satisfaction, generation z, local cosmetic products


The increasing demand for cosmetic products during the Covid-19 pandemic has encouraged companies to increase consumer trust and satisfaction so that consumers remain loyal to one brand, including a well-known local cosmetic product brand. This study aims to analyze the influence of brand trust and satisfaction towards consumer loyalty of a local cosmetic products brand X among generation Z. This study used a cross-sectional study design. Three hundred and eighteen respondents were collected by voluntary sampling. Data were collected through Google Forms online questionnaire and processed Structural Equation Modeling. The results showed that gender, age, education, and monthly income were positively and significantly related to brand trust. Age, monthly income, frequency of purchasing local cosmetic brand X, types of local cosmetic brand X products purchased, and duration of use of local cosmetic brand X products have a positive and significant relationship with consumer loyalty. The results of the SEM show that brand trust positively and significantly influences consumer satisfaction and loyalty. In addition, consumer satisfaction positively and significantly influences consumer loyalty. The lack of consumer confidence in the materials used by brand X in production indicates that consumer literacy regarding products still needs to improve.


Aeni, N., & Istikhoroh, S. (2020). Pengaruh kepercayaan terhadap loyalitas dengan kepuasan konsumen sebagai variabel intervening (Pengguna Shopee Mahasiswa Universitas PGRI Adi Buana Surabaya) [The effect of trust on loyalty with consumer satisfaction as an intervening variable (User Shopee PGRI Adi Buana University Surabaya Students]. Journal of Sustainability Bussiness Research (JSBR), 1(1), 169–173.

Agrevinna, M. (2020). Strategi pengembangan bisnis dalam bidang kecantikan [Business development strategy in the field of beauty]. Jurnal Tata Rias dan Kecantikan/ Journal of Cosmetology and Beauty, 155(1), 58–66.

Aini, T. N. (2020). Pengaruh kepuasan dan kepercayaan terhadap loyalitas pelanggan dengan komitmen sebagai variable intervening [The effect of satisfaction and trust on customer loyalty with commitment as an intervening variable]. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 1(2), 88–98.

Amanah, D. (2011). Pengaruh promosi dan brand image (citra produk) terhadap loyalitas pembelian produk Pepsodent di Ramayana Plaza Jalan Aksara Medan [The effect of promotion and brand image on the loyalty of purchasing Pepsodent products at Ramayana Plaza Jalan Aksara Medan]. Keuangan & Bisnis/ Finance & Business, 3(3), 221–233.

Ana, S., Pratiwi, N., & Pujianto, A. (2021). Analisis komparasi brand trust dan brand awareness terhadap loyalitas konsumen pada produk kosmetik MS Glow dan Naavagreen di Surabaya [Comparative analysis of brand trust and brand awareness on consumer loyalty to MS Glow and Naavagreen cosmetic products in Surabaya]. Dinamika Administrasi Bisnis/ Dynamics of Business Administration, 7(2), 1–13. 10.30996/jdab.v7i2.5875

Andriyanty, R., & Wahab, D. (2019). Preferensi konsumen generasi Z terhadap konsumsi produk dalam negeri [Generation Z consumer preference for consumption of domestic products]. ETHOS (Jurnal Penelitian Dan Pengabdian), 7(2), 280–296.

Apriliani, D., Baqiyyatus S, N., Febila, R., & Sanjaya, V. F. (2020). Pengaruh kepuasan pelanggan, brand image, dan kepercayaan pelanggan terhadap loyalitas pelanggan pada membercard [The influence of customer satisfaction, brand image, and customer trust on customer loyalty on member cards]. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 1(1), 20–30.

Arıcı, N., & Güçer, E. (2018). The antecedents of revisit intention in medical businesses. Journal of Business Research - Turk, 10(2), 740–757.

Baisyir, F. (2021). Pengaruh kesadaran merek terhadap kepercayaan merek dan dampaknya terhadap loyalitas konsumen Hand Body Lotion [The effect of brand awareness on brand trust and its impact on consumer loyalty Hand Body Lotion]. Jurnal Apresiasi Ekonomi/ Journal of Economic Appreciation, 9(2), 191–201.

Berlianto, M. (2018). Pengaruh kualitas layanan, kepuasan, kepercayaan dan komitmen terhadap minat berkunjung kembali pada industri kecantikan [The influence of service quality, satisfaction, trust and commitment to the intention to return to the beauty industry]. Journal of Management and Business Review, 15(2), 260–275.

Biesok, G., & Wyród-Wróbel, J. (2011). Customer satisfaction — Meaning and methods of measuring customer. Marketing and Logistic Problems in the Management of Organization, Wydawnictwo Akademii Techniczno-Humanistycznej W Bielsku-Białej, Bielsko-Biała, 1(6), 23–41.

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.

Chiu, C. M., Wang, E. T. G., Fang, Y. H., & Huang, H. Y. (2012). Understanding customers’ repeat purchase intentions in B2C e-commerce: The roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85–114.

Darma, M., Effendi, S., & Juari, A. (2018). Pengaruh citra merek dan kepuasan pelanggan terhadap loyalitas pelanggan kosmetik [Effect of brand image and customer satisfaction on cosmetic customer loyalty]. Riset Sains Manajemen/ Management Science Research, 2(1), 1–8.

Delgado-Ballester, E., & Munuera-Aleman, J. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 1238–1258.

Delgado-Ballester, E., & Munuera-Aleman, J. (2005). Does brand trust matter to brand equity? Journal of Product and Brand Management, 14(3), 187–196.

Dennisa, E. A., & Santoso, S. B. (2016). Analisis pengaruh kualitas produk, kualitas layanan, dan citra merek terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening (Studi pada Klinik Kecantikan Cosmedic Semarang) [analysis of the effect of product quality, service quality, and brand image on customer loyalty through customer satisfaction as an intervening variable (Study at Cosmedic Beauty Clinic Semarang)]. Diponegoro Journal of Management, 5(3), 1–13.

Dewi, M. (2017). Pengaruh kepercayaan merek terhadap loyalitas konsumen pada produk kosmetik Pixy (Studi kasus pada Mahasiswi Universitas Samudra) [The effect of brand trust on consumer loyalty to Pixy cosmetic products (Case study at Samudra University students)]. Jurnal Manajemen Dan Keuangan, 6(2), 749–759.

Dewi, N. K., Andri, G., & Yonaldi, S. (2012). Pengaruh iklan, citra merek, dan kepuasan konsumen terhadap loyalitas konsumen dalam menggunakan Vaseline Hand and Body Lotion di Kota Padang (Studi kasus di PT. Unilever Cabang Padang) [The effect of advertising, brand image, and consumer satisfaction on consumer loyalty in using Vaseline Hand and Body Lotion in Padang City (Case study at PT. Unilever Padang Branch)]. Jurnal Manajemen dan Kewirausahaan/ Journal of Management and Entrepreneurship, 3(2), 11–29.

Dinillah, F. I., Gunawan, J., & Sinansari, P. (2021). Penggunaan augmented reality dan perilaku konsumen dalam berbelanja kosmetik selama pandemi Covid-19 [The use of augmented reality and consumer behavior in shopping for cosmetics during the Covid-19 pandemic]. Jurnal Sains dan Seni ITS, 10(1), D95–D101.

Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191–198.

Erwin, E., & Sitinjak, T. J. R. (2017). Kontribusi kualitas jasa, kepercayaan, dan kepuasan konsumen dalam menciptakan loyalitas konsumen [Contribution of service quality, trust, and customer satisfaction in creating customer loyalty]. Business Management Journal, 13(2), 133–150.

Fajarini, A., & Meria, L. (2020). Pengaruh kualitas pelayanan terhadap kepercayaan dan loyalitas pelanggan dimediasi kepuasan pelanggan (Studi kasus Klinik Kecantikan Beauty Inc) [The effect of service quality on customer trust and loyalty is mediated by customer satisfaction (Case study of Beauty Clinic Beauty Inc.)]. JCA of Economics and Business, 1(2), 481–491.

Fauziyah, S., & Karneli, O. (2016). Pengaruh brand trust dan brand equity terhadap loyalitas konsumen pada produk kosmetik Wardah (Survey konsumen pada PT. Paragon Technology and Innovation Cabang Pekanbaru) [The effect of brand trust and brand equity on consumer loyalty to Wardah cosmetic products (Consumer survey at PT. Paragon Technology and Innovation Pekanbaru Branch)]. JOM FISIP UNRI, 3(2), 1–9.

Ferrinadewi, E. (2005). Atribut produk yang dipertimbangkan dalam pembelian kosmetik dan pengaruhnya pada kepuasan konsumen di Surabaya [Product attributes considered in purchasing cosmetics and their influence on consumer satisfaction in Surabaya]. Jurnal Manajemen dan Kewirausahaan, 7(2), 139–151.

Garrido-Morgado, Á., González-Benito, Ó., & Martos-Partal, M. (2016). Influence of customer quality perception on the effectiveness of commercial stimuli for electronic products. Frontiers in Psychology, 7, 1–15.

Griffin, J. (2005). Customer loyalty: Menumbuhkan dan mempertahankan kesetiaan pelanggan, alih bahasa oleh Dwi Kartini Yahya. Jakarta(ID): Erlangga.

Imania, L., & Widayanto. (2018). Pengaruh experiential marketing dan kepercayaan merek (brand trust) terhadap kepuasan pelanggan melalui keputusan pembelian (Studi kasus pada konsumen Larissa Aesthetic Center cabang Panjaitan, Semarang) [The effect of experiential marketing and brand trust on customer satisfaction through purchasing decisions (Case study on consumers of Larissa Aesthetic Center Panjaitan branch, Semarang)]. Jurnal Ilmu Administrasi Bisnis/ Journal of Business Administration, 7(3), 341–349.

Kementerian Perindustrian. (November 24, 2020). Dampak pandemi, transaksi belanja online produk kosmetik naik 80%. Retrieved from Kemenperin.Go.Id.,-Transaksi-Belanja-Online-Produk-Kosmetik-Naik-80

Limbu, Y. B., Wolf, M., & Lunsford, D. L. (2011). Consumers’ perceptions of online ethics and its effects on satisfaction and loyalty. Journal of Research in Interactive Marketing, 5(1), 71–89.

Mayasari, I. G. A. A. E., & Diarini, G. A. A. S. (2017). Peran mediasi kepuasan pada hubungan citra dan kepercayaan dengan loyalitas produk kosmetik Lt-Pro Latulipe [The role of mediating satisfaction in the relationship between image and trust with cosmetic product loyalty Lt-Pro Latulipe]. Jurnal Ekonomi Dan Pariwisata/ Journal of Economics and Tourism, 12(1), 20–36.

Muro-Rodríguez, A. I., Pérez-Jiménez, I. R., Esteban-Dorado, A., & Martínez-Ruiz, M. P. (2021). Food values, satisfaction, and loyalty: Some evidence in grocery retailing acquired during the COVID-19 pandemic. Sustainability, 13(7), 1–15.

Nyonyie, R. A., Kalangi, J. A. F., & Tamengkel, L. F. (2019). Pengaruh kualitas produk terhadap loyalitas pelanggan kosmetik Wardah di Transmart Bahu Manado [The effect of product quality on customer loyalty to Wardah cosmetics at Transmart Bahu Manado]. Jurnal Administrasi Bisnis (JAB), 9(3), 18–24.

Prakoso, A., & Negoro, N. (2017). Analisa strategi pemasaran produk kosmetik Wardah dengan pendekan SWOT-AHP (Analytic Hierarchy Process) [Analysis of the marketing strategy for Wardah cosmetic products using the SWOT-AHP (Analytic Hierarchy Process) approach]. Jurnal Sains dan Seni ITS, 6(1), 62–67.

Pramudyo, A. (2012). Pengaruh citra merek terhadap loyalitas melalui kepuasan sebagai intevening: Studi kasus pada mahasiswa perguruan tinggi swasta di Yogyakarta [The effect of brand image on loyalty through satisfaction as an intervening: A case study of private university students in Yogyakarta]. Jurnal Bisnis Manajemen Administrasi/ Journal of Business Administration Management, 1(1), 1–16.

Rahayu, Y., & Suarna, I. F. (2017). Analisisis kesadaran dan loyalitas merek kosmetik Herborist [Herborist cosmetics brand awareness and loyalty analysis]. EKUBIS, 2(1), 67–81.

Rahma & Idrus, N. I. (2022). Tren glow up challenge di masa pandemi Covid-19. EMIK: Jurnal Ilmiah Ilmu-Ilmu Sosial, 5(1), 23–46.

Rahmawati, S., Asep, M., & Komariah, K. (2019). Determinasi emosional merek dan kepercayaan merek terhadap kepuasan pelanggan pada skin care clinic [Brand emotional determination and brand trust in customer satisfaction at skin care clinics]. E-Jurnal Ekonomi dan Bisnis Universitas Udayana/ Udayana University Economics and Business E-Journal, 8(5), 475–492.

Rangkuti, F. (2011). Riset pemasaran. Jakarta(ID): Gramedia Pustaka Utama.

Riha, I., Maspiyah, Pritasari, O. K., & Dwiyanti, S. (2021). Analisis perbandingan minat konsumen remaja putri siswa SMK Pariwisata terhadap produk kosmetik skincare antara produk lokal di Surabaya dan produk luar negeri (Korea) [comparative analysis of consumer interest of young female students of Tourism Vocational Schools in cosmetic skincare products between local products in Surabaya and foreign products (Korea)]. E-Jurnal, 10(3), 181–190.

Solomon, M. (2007). Consumer behavior: Buying, and being (7th ed.). NewJersey(US): Prentice Hal.

Sukristiani, D., Hayatunnufus, H., & Yuliana, Y. (2014). Pengetahuan tentang kosmetika perawatan kulit wajah dan riasan pada Mahasiswi Jurusan Kesejahteraan Keluarga Fakultas Teknik Universitas Negeri Padang [Knowledge of facial skin care cosmetics and makeup for female students of the Department of Family Welfare, Faculty of Engineering, Padang State University]. E-Journal Home Economic and Tourism, 7(3), 1–14.

Sumarwan, U. (2014). Perilaku konsumen: Teori dan penerapannya dalam pemasaran (2nd ed.). Bogor(ID): Ghalia Indonesia.

Surachmanuddin, S., Kamase, J., Nujum, S., & Baharuddin, D. (2020). Pengaruh relationship marketing terhadap loyalitas pelanggan dan customer satisfaction sebagai variabel intervening pada Kilinik Kecantikan Ressty Aesthetic Clinic di Kota Makassar [The effect of relationship marketing on customer loyalty and customer satisfaction as an intervening variable at the Ressty Aesthetic Clinic in Makassar City]. Jurnal Sosio Sains/ Journal of Socio Science, 6(1), 11–26.

Syarifuddin, A., & Nurdin, A. (2020). Pengaruh kelompok rujukan terhadap keputusan pembelian skincare generasi Z [The influence of reference groups on purchase decisions for generation Z skincare]. Dinamis: Journal of Islamic Management and Bussiness, 3(1), 28–48.

Tjiptono, F. (2011). Strategi pemasaran. Yogyakarta(ID): Andi.

Tuu, H. H., Olsen, S. O., & Linh, P. T. T. (2011). The moderator effects of perceived risk, objective knowledge and certainty in the satisfaction-loyalty relationship. Journal of Consumer Marketing, 28(5), 363–375.

Umar, H. (2003). Metode Riset Perilaku Konsumen Jasa. Jakarta(ID): Ghalia Indonesia.

Upamannyu, D., Gulati, C., & Mathur, D. (2014). Effect of brand trust, brand image on customer brand loyalty in FMCG Sector at Gwalior Region. Scholars World, 2(2), 83–93.

Utari, P., Fitri, A., Setyanto, E., & Henny, C. (2020). Belanja on-line mahasiswa di era pandemi covid-19: modifikasi perilaku konsumen [Student online shopping in the era of the covid-19 pandemic: modification of consumer behavior]. Islamic Communication Journal, 5(2), 143–154.

Wardah, N., & Harti, H. (2021). Pengaruh gaya hidup berbelanja dan promosi penjualan terhadap pembelian impulsif Avoskin di Shopee [The influence of shopping lifestyle and sales promotion on Avoskin's impulsive purchases at Shopee]. ECOBISMA (Jurnal Ekonomi, Bisnis Dan Manajemen), 8(2), 145–166.

Wijayani, T., & Prambudi, B. (2020). Pengaruh kualitas produk dan brand image terhadap loyalitas pelanggan (Studi empiris pada konsumen Wardah di Gerai Pusat Grosir Cililitan) [Effect of product quality and brand image on customer loyalty (Empirical study on Wardah consumers at the Cililitan Wholesale Center Outlet)]. Jurnal Ekobis : Ekonomi Bisnis & Manajemen, 10(2), 195–207.

Wijoyo, H., Indrawan, I., Cahyono, Y., Handoko, A. L., & Santamoko, R. (2020). Generasi Z & revolusi industri 4.0. Purwokerto(ID): Pena Persada.

Yanto, A., & Trianasari, N. (2018). Analisis hubungan kepuasan konsumen terhadap loyalitas konsumen produk PT Mustika Ratu Tbk di Indonesia [Analysis of the relationship between customer satisfaction and customer loyalty for PT Mustika Ratu Tbk products in Indonesia]. E-Proceeding of Management, 5(3), 2951–2955. (February 11, 2020). Survei ZAP Beauty Index 2020. Retrieved from

How to Cite
Moh. Djemdjem Djamaludin, & FahiraA. (2023). The Influence of Brand Trust and Satisfaction towards Consumer Loyalty of a Local Cosmetic Products Brand X among Generation Z. Journal of Consumer Sciences, 8(1), 27-44.