The Impact of Brand Authenticity towards Indonesian Millennials’ Brand Loyalty Through Perceived Value, Brand Love, and Brand Trust in the Skincare Industry

The skincare industry is growing fast both globally and locally and is proven as one of the biggest multi-billion-dollar enterprises in the world. This vast growth makes competition between brands is getting more intense with more local brands entering the Indonesian skincare market. Unfortunately, majority of Indonesian consumers like to try new brands, especially global brands. This condition is worsened by the fact that millennials are the most lucrative market segment for business players and are the most disloyal segment compared to others, not to mention that local consumers feel that brands that are using Bahasa are less credible. Also, there is a decline in social trust as more consumers are feeling that companies have taken from them what is true and authentic. Therefore, this study aims to investigate and provide comparison on the impact of local and global Brand Authenticity towards Indonesian millennials’ Brand Loyalty. This research was carried out with 141 millennials aged 17 - 37 years old using questionnaires to collect data. Within the scope of this research, brand loyalty was examined over four variables which are brand authenticity, brand trust, perceived value, and brand love. The tools used in data processing is SPSS version 29 and SmartPLS 3.0 and the result of the research concludes that for local brand, brand authenticity does have a direct influence on brand loyalty. On the other hand, global brands need to first establish perceived value before leading to brand loyalty.