BRAND TRUST AND PERCEIVED QUALITY AS DETERMINANTS OF SKINCARE PRODUCT PURCHASE DECISIONS : THE MEDIATING ROLE OF CONSUMER ATTITUDES
Published:
2026-05-18Downloads
Abstract
The growth of the global skincare industry demonstrates a shift in consumer behavior that increasingly relies on safety evaluations and user experience in forming long-term decisions. Current literature indicates that the relationship between product perceptions and consumer loyalty remains unclear due to limitations in uncovering the underlying psychological mechanisms (Nguyen et al., 2022; Wang et al., 2023). This study aims to analyze the influence of product safety perceptions and user experience on consumer loyalty, with consumer satisfaction as the mediator. A quantitative explanatory approach was used, involving 180 respondents who used Skintific skincare products in Samarinda City, and analyzed using PLS-SEM (Hair et al., 2024). The results showed that product safety perceptions and user experience have a positive and significant effect on consumer satisfaction and loyalty. Consumer satisfaction was also shown to significantly mediate this relationship. These findings confirm that loyalty is formed through an internal evaluation mechanism that integrates cognitive and affective aspects. This study contributes by strengthening the role of satisfaction as a primary causal mechanism in explaining loyalty formation for high-risk products such as skincare.
Keywords:
Product Safety Perception, User Experience, Consumer Satisfaction, Consumer Loyalty, SkincareReferences
Abigail, J., Sari, VP, & Saputra, D. (2024). The influence of product quality and online shopping experience on consumer loyalty through customer satisfaction on local skincare products. Procedia Computer Science, 234, 537–544. https://doi.org/10.1016/j.procs.2024.03.037
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
Alhaddad, A. (2022). The effect of brand trust and brand image on purchase intention. International Journal of Business and Management, 17 (3), 1–12. https://doi.org/10.5539/ijbm.v17n3p1
Benitez, J., Henseler, J., Castillo, A., & Schuberth, F. (2020). How to perform and report an impactful analysis using partial least squares: Guidelines for confirmatory and explanatory IS research. Information & Management, 57(2), 103168. https://doi.org/10.1016/j.im.2019.05.003
Boman, A., Miguel, M., Andersson, I., & Slunge, D. (2024). The effect of information about hazardous chemicals in consumer products on behavior: A systematic review. Science of the Total Environment, 947, 174774. https://doi.org/10.1016/j.scitotenv.2024.174774
Camilleri, M.A. (2023). Customer satisfaction and loyalty with online consumer reviews: Factors influencing revisit intentions. Journal of Business Research, 164, 113987. https://doi.org/10.1016/j.jbusres.2023.113987
Chaudhuri, A., & Holbrook, M. B. (2021). The chain of effects from brand trust and brand affect to brand performance. Journal of Marketing, 85 (2), 35–53. https://doi.org/10.1177/0022242921992615
Cruchinho, P., Madalena, A., Ribeiro, A.I., & Oliveira, A. (2024). Translation, cross-cultural adaptation, and validation of measurement instruments: A practical guideline for novice researchers. Journal of Multidisciplinary Healthcare, 17, 2701–2728. https://doi.org/10.2147/JMDH.S419714
Erdem, T., & Swait, J. (2020). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 47(4), 512–529. https://doi.org/10.1093/jcr/ucaa040
Fishbein, M., & Ajzen, I. (2021). Predicting and changing behavior: The reasoned action approach revisited. Psychology Press. https://doi.org/10.4324/9780203838020
Foroudi, P., Jin, Z., Gupta, S., Melewar, T.C., & Foroudi, M.M. (2021). Influence of innovation capability and customer experience on reputation and loyalty. Journal of Business Research, 124, 221–230. https://doi.org/10.1016/j.jbusres.2020.11.058
Guenther, P., Guenther, M., Ringle, C.M., Zaefarian, G., & Cartwright, S. (2023). Improving PLS-SEM use for business marketing research. Industrial Marketing Management, 111, 127–142. https://doi.org/10.1016/j.indmarman.2023.03.010
Hair, J.F., & Alamer, A. (2022). Partial least squares structural equation modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027
Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications. https://doi.org/10.1007/978-3-030-80519-7
Hair, J.F., Sarstedt, M., Ringle, C.M., Sharma, P.N., & Liengaard, B.D. (2024). Going beyond the untold facts in PLS-SEM and moving forward. European Journal of Marketing, 58(13), 81–106. https://doi.org/10.1108/EJM-08-2023-0645
Harris, J., Goddard, G., Jones, R., & Walshe, K. (2024). Ethical guidance for conducting health research with online and social media communities: A scoping review of the qualitative research literature. Journal of Medical Internet Research, 26, e48922. https://doi.org/10.2196/48922
Hwang, J., & Zhang, J. (2023). The impact of brand trust on consumer behavior: The mediating role of attitude. International Journal of Hospitality Management, 109, 103405. https://doi.org/10.1016/j.ijhm.2022.103405
Kim, J., Kandampully, J., & Bilgihan, A. (2022). The influence of social exchange on consumer attitudes and behavior. Journal of Business Research, 142, 365–374. https://doi.org/10.1016/j.jbusres.2021.12.056
Konuk, F.A. (2021). The role of perceived quality and trust in shaping consumer purchase intention. Food Quality and Preference, 88, 104110. https://doi.org/10.1016/j.foodqual.2020.104110
Kumar, V., Kaushik, A.K., & Pandey, N. (2022). The role of customer trust and attitude in online purchase decisions. Journal of Retailing and Consumer Services, 65, 102873. https://doi.org/10.1016/j.jretconser.2021.102873
Lim, W.M., Rasul, T., Kumar, S., Ala, M., & Popp, J. (2021). How do consumers react to new product launches in the digital era? A systematic review and research agenda. Journal of Business Research, 124, 915–930. https://doi.org/10.1016/j.jbusres.2020.12.003
Memon, M.A., Ting, H., Cheah, J.H., Thurasamy, R., Chuah, F., & Cham, T.H. (2023). Addressing common method bias, operationalization, and questionnaire administration in business and social science research. Journal of Applied Structural Equation Modeling, 7(2), 1–14. https://doi.org/10.47263/JASEM.7(2)01
Nguyen, T.H., Nguyen, N., & Nguyen, T.T. (2022). Brand trust and customer purchase behavior: The mediating role of brand attitude. Journal of Retailing and Consumer Services, 64, 102803. https://doi.org/10.1016/j.jretconser.2021.102803
Obadă, D.R., Dabija, D.C., & Cătoiu, I. (2024). What drives online impulse buying among Zoomers on TikTok? Frontiers in Communication, 9, 1470327. https://doi.org/10.3389/fcomm.2024.1470327
Pham, Q.T., Tran, XP, & Misra, S. (2022). The effect of perceived quality on purchase intention: Evidence from emerging markets. Asia Pacific Journal of Marketing and Logistics, 34(5), 1095–1112. https://doi.org/10.1108/APJML-02-2021-0123
Podsakoff, P. M., McGrath, R. G., Podsakoff, N. P., & MacKenzie, S. B. (2024). Common method bias: It's bad, it's complex, it's widespread, and it's not easy to fix. Annual Review of Organizational Psychology and Organizational Behavior, 11, 255–282. https://doi.org/10.1146/annurev-orgpsych-110721-040030
Statista. (2023). Skincare market revenue worldwide. Statista Research Department. https://doi.org/10.13140/RG.2.2.21345.92006
Wang, Y., Lin, H., & Choi, T. M. (2023). Consumer perception and purchase intention in digital retailing. Technological Forecasting and Social Change, 188, 122280. https://doi.org/10.1016/j.techfore.2022.122280
Wu, M. J., Zhao, K., & Fils-Aime, F. (2022). Response rates of online surveys in published research: A meta-analysis. Computers in Human Behavior Reports, 7, 100206. https://doi.org/10.1016/j.chbr.2022.100206
License
Copyright (c) 2026 Aurelia Salsabilla Almirah, Rahmawati, Yana Ulfah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
