N/A

In the fiercely competitive and overcrowded market of beauty and personal care products, brand loyalty among Indonesian customers is a challenge. This is particularly true in the fast-moving consumer goods (FMCG) sector, where building and maintaining brand loyalty can be difficult. The primary objective of this research was to identify the key factors that influence brand loyalty for the local beauty and personal care brands in Indonesia. The study utilized data from 195 completed questionnaires collected in Indonesia, and the analysis was performed using the RStudio software, incorporating descriptive statistics, correlation analysis, and regression analysis. Two models were employed to test the research hypothesis: the main effect only model and the mediation model. The results from the main effect only model revealed that perceived quality and price fairness have a direct and positive impact on brand loyalty. This implies that when customers perceive the quality of a brand's products to be high and the prices to be fair, they are more likely to exhibit loyalty towards that brand. Additionally, the study found that brand image plays a significant mediating role between perceived quality and brand loyalty. In other words, a positive brand image enhances the relationship between perceived quality and brand loyalty. However, it was observed that brand image does not mediate the relationship between price fairness and brand loyalty. Based on the research findings, several managerial implications were also provided.

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