This study explores the determinant factors of brand loyalty among Generation Z consumers in the Indonesian cosmetics market, specifically examining Skintific's cushion product users in Banyumas. As local cosmetics brands compete in an increasingly digitalized beauty industry, understanding factors that foster consumer loyalty becomes essential for sustainable growth. Using a qualitative approach, this study conducted in-depth interviews with Generation Z consumers (aged 18-25) who have been using Skintific cushion for at least three months. Thematic analysis of interview data revealed three main determinants of brand loyalty: (1) emotional attachment, characterized by consumers' feelings of pride and confidence when using the product and their perception of brand-self congruence; (2) trust in product effectiveness, built through consistent product performance, suitable ingredients for Indonesian skin types, and positive usage experiences; and (3) digital engagement, manifested through active participation in online brand communities, sharing product reviews on social media, and responding to digital marketing campaigns. The findings indicate that these three determinants work synergistically to create a comprehensive loyalty experience among young consumers. This study contributes to consumer behavior literature by providing empirical insights into loyalty formation for local cosmetics brands in emerging markets. For practitioners, the findings suggest that cosmetics brands should develop integrated strategies that simultaneously address emotional connections, product quality assurance, and meaningful digital interactions to cultivate lasting consumer loyalty.
Lestari et al. (Wed,) studied this question.