Pengaruh Brand Authenticity Terhadap Willingness To Pay More Dan Brand Loyalty: Studi Pada Konsumen Premium Green Skincare

Rahma, Inggit Mutiara (2025) Pengaruh Brand Authenticity Terhadap Willingness To Pay More Dan Brand Loyalty: Studi Pada Konsumen Premium Green Skincare. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Kesadaran konsumen terhadap isu keberlanjutan mendorong pertumbuhan pasar premium green skincare di Indonesia. Produk pada kategori ini dipersepsikan lebih aman, alami, dan ramah lingkungan, sehingga konsumen menilai merek bukan hanya dari manfaat fungsional, tetapi juga dari nilai emosional dan kesesuaian dengan prinsip keberlanjutan. Penelitian ini bertujuan menganalisis pengaruh brand authenticity terhadap willingness to pay more dan brand loyalty melalui brand attachment pada konsumen premium green skincare. Brand authenticity dalam penelitian ini dipahami sebagai persepsi konsumen mengenai keaslian dan kredibilitas suatu merek secara keseluruhan. Sementara itu, brand attachment dipahami sebagai ikatan emosional yang terbentuk melalui kepercayaan, kepuasan, dan kesesuaian nilai antara konsumen dan merek. Penelitian menggunakan pendekatan kuantitatif dengan desain confirmatory. Sebanyak 278 respons valid berhasil dikumpulkan dan dianalisis melalui kuesioner terstruktur yang didistribusikan menggunakan metode purposive sampling. Kriteria responden dalam penelitian ini adalah individu yang telah melakukan pembelian premium green skincare minimal dua kali dalam satu tahun serta pernah membeli salah satu merek premium green skincare yang telah ditetapkan dan dicantumkan pada bagian screening dalam kuesioner. Data dikumpulkan melalui survei menggunakan kuesioner terstruktur kepada konsumen premium green skincare di Indonesia. Analisis dilakukan menggunakan Covariance-Based Structural Equation Modeling (CB-SEM) untuk menguji pengaruh langsung maupun tidak langsung antarvariabel. Hasil penelitian menunjukkan bahwa brand authenticity berpengaruh positif dan signifikan terhadap brand attachment, yang selanjutnya meningkatkan brand loyalty dan willingness to pay more. Brand attachment terbukti memainkan peran mediasi dalam kedua hubungan tersebut. Secara teoretis, penelitian ini memperkaya literatur mengenai brand authenticity dan perilaku konsumen dalam konteks green skincare. Secara praktis, penelitian ini memberikan implikasi bagi industri premium green skincare dalam merancang strategi penguatan merek berkelanjutan untuk meningkatkan willingness to pay more dan brand loyalty.
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Consumer awareness of sustainability issues has driven the growth of the premium green skincare market in Indonesia. Products in this category are perceived as safer, more natural, and environmentally friendly, leading consumers to evaluate brands not only based on functional benefits but also on emotional value and alignment with sustainability principles. This study aims to examine the effect of brand authenticity on willingness to pay more and brand loyalty through brand attachment among premium green skincare consumers. In this research, brand authenticity is defined as consumers’ overall perception of a brand’s genuineness and credibility. Meanwhile, brand attachment is understood as the emotional bond formed through trust, satisfaction, and value congruence between consumers and the brand. The study employed a quantitative approach with a confirmatory research design. A total of 278 valid responses were collected and analyzed using a structured questionnaire distributed through purposive sampling. The respondent criteria in this study were individuals who had purchased premium green skincare at least twice in one year and had purchased one of the premium green skincare brands that had been determined and listed in the screening section of the questionnaire. Data were collected through a structured questionnaire distributed to premium green skincare consumers in Indonesia. The analysis was conducted using Covariance-Based Structural Equation Modeling (CB-SEM) to assess both direct and indirect relationships among the variables. The findings indicate that brand authenticity has a positive and significant effect on brand attachment, which subsequently enhances brand loyalty and willingness to pay more. Moreover, brand attachment was found to mediate these relationships. Theoretically, this study contributes to the literature on brand authenticity and consumer behavior within the green skincare context. Practically, the results offer insights for the premium green skincare industry in developing sustainable brand strategies aimed at strengthening consumer willingness to pay more and fostering long-term brand loyalty.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Brand authenticity; Brand attachment; Brand loyalty; CB-SEM; Willingness to pay more
Subjects:	H Social Sciences > HC Economic History and Conditions > HC108 Market surveys. H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations H Social Sciences > HF Commerce > HF5416.5 Pricing
Divisions:	Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Inggit Mutiara Rahma
Date Deposited:	27 Jan 2026 06:46
Last Modified:	27 Jan 2026 06:46
URI:	http://repository.its.ac.id/id/eprint/130476

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