Issue

Vol. 13 No. 2 (2026): September

Date Log

Submitted
24 May 2025
Accepted
21 February 2026
Published
28 July 2026

Copyright (c) 2026 Yolanda Soedibyo, Hananiel Mennoverdi Gunawan (Author)

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This work is licensed under a Creative Commons Attribution 4.0 International License.

From Admiration to Allegiance: The Impact of Celebrity Brand Connection on Brand Loyalty in Halal Skincare among Gen Z

https://doi.org/10.24252/minds.v13i2.57086
Yolanda Soedibyo
Universitas Pelita Harapan, Indonesia
Hananiel Mennoverdi Gunawan
Universitas Pelita Harapan, Indonesia

Corresponding Author(s) : Yolanda Soedibyo

[email protected]

Jurnal Minds: Manajemen Ide dan Inspirasi, Vol. 13 No. 2 (2026): September

Abstract

This study investigates the role of Celebrity Brand Connection (CBC) in influencing consumer behavior toward halal skincare products in Indonesia. In recent years, the halal skincare market has grown significantly due to increasing awareness of religious compliance, ethical consumption, and health conscious. Simultaneously, celebrity endorsements have become a prevalent marketing strategy, aiming to build trust and ultimately brand loyalty. The present research explores the extent to which CBC influences halal skincare purchase decisions by examining four hypotheses derived from the constructs of product quality, customer experience, trust, and brand loyalty. Using a quantitative method, primary data were collected from 105 respondents through structured questionnaires distributed online. The data were analyzed using Structural Equation Modeling (SEM). The analysis assessed the validity, reliability, and significance of the proposed relationships between variables. The results indicate that Celebrity Brand Connection significantly influences trust and brand loyalty, confirming three out of the four hypotheses.

Keywords

Celebrity Brand Connection Product Quality Customer Experience Trust Brand Loyalty
Soedibyo, Y., & Gunawan, H. M. (2026). From Admiration to Allegiance: The Impact of Celebrity Brand Connection on Brand Loyalty in Halal Skincare among Gen Z . Jurnal Minds: Manajemen Ide Dan Inspirasi, 13(2), 453–464. https://doi.org/10.24252/minds.v13i2.57086
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Author Biography

Hananiel Mennoverdi Gunawan, Universitas Pelita Harapan

Management Department

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