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Copyright (c) 2025 Salsabila Nadhifah Meilandini, Ananda Sabil Hussein, Taufiq Ismail (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Unveiling the Power of User-Generated Content for Building Consumer Loyalty in the Indonesian Cosmetics Industry
Corresponding Author(s) : Salsabila Nadhifah Meilandini
Jurnal Minds: Manajemen Ide dan Inspirasi,
Vol. 12 No. 2 (2025): December
Abstract
The Indonesian cosmetics industry is expanding rapidly, intensifying competition among leading brands such as Wardah to sustain customer loyalty. This study contributes to digital marketing and consumer behavior research by examining how user-generated content (UGC) shapes brand trust, brand love, and ultimately consumer loyalty. UGC is theorized to enhance both cognitive trust and emotional attachment, which serve as mechanisms linking digital engagement to long-term loyalty. Using an explanatory quantitative design, data were collected from Wardah consumers in Indonesia through purposive sampling and analyzed with Structural Equation Modeling (SEM). The findings demonstrate that UGC significantly influences brand trust, brand love, and loyalty, while trust and love act as mediators that strengthen the relationship between UGC and loyalty. These results underscore the strategic value of consumer-driven content in fostering durable brand–consumer bonds and provide actionable implications for cosmetics firms to craft customer-centric strategies grounded in emotional engagement and trust.
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- Afandi, A., Samudra, J. P., Sherley, S., Veren, V., & Liang, W. (2021). The Influence of Instagram Influencer Endorsements on Purchasing Decisions in Generation Z. Komunikologi: Jurnal Pengembangan Ilmu Komunikasi Dan Sosial, 5(1), 15–28. https://doi.org/https://doi.org/10.30829/komunikologi.v5i1.9272.
- Aljarah, A., Sawaftah, D., Ibrahim, B., & Lahuerta-Otero, E. (2024). The differential impact of user-and firm-generated content on online brand advocacy: customer engagement and brand familiarity matter. European Journal of Innovation Management, 27(4), 1160–1181. https://doi.org/https://doi.org/10.1108/EJIM-05-2022-0259.
- Arli, D. (2017). Does social media matter? Investigating the effect of social media features on consumer attitudes. Journal of Promotion Management, 23(4), 521–539. https://doi.org/https://doi.org/10.1080/10496491.2017.1297974.
- Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559–572. https://doi.org/https://doi.org/10.1108/MIP-02-2019-0095
- Ayunita, D. (2018). Validity and Reliability Test Module. Statistika Terapan, October, 1. https://www.researchgate.net/publication/328600462_Modul_Uji_Validitas_dan_Reliabilitas.
- Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173.
- Bazi, S., Filieri, R., & Gorton, M. (2023). Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty. Journal of Business Research, 160, 113778. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.113778.
- Bigne, E., Andreu, L., Perez, C., & Ruiz, C. (2020). Brand love is all around: loyalty behaviour, active and passive social media users. Current Issues in Tourism, 23(13), 1613–1630. https://doi.org/https://doi.org/10.1080/13683500.2019.1631760.
References
Afandi, A., Samudra, J. P., Sherley, S., Veren, V., & Liang, W. (2021). The Influence of Instagram Influencer Endorsements on Purchasing Decisions in Generation Z. Komunikologi: Jurnal Pengembangan Ilmu Komunikasi Dan Sosial, 5(1), 15–28. https://doi.org/https://doi.org/10.30829/komunikologi.v5i1.9272.
Aljarah, A., Sawaftah, D., Ibrahim, B., & Lahuerta-Otero, E. (2024). The differential impact of user-and firm-generated content on online brand advocacy: customer engagement and brand familiarity matter. European Journal of Innovation Management, 27(4), 1160–1181. https://doi.org/https://doi.org/10.1108/EJIM-05-2022-0259.
Arli, D. (2017). Does social media matter? Investigating the effect of social media features on consumer attitudes. Journal of Promotion Management, 23(4), 521–539. https://doi.org/https://doi.org/10.1080/10496491.2017.1297974.
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559–572. https://doi.org/https://doi.org/10.1108/MIP-02-2019-0095
Ayunita, D. (2018). Validity and Reliability Test Module. Statistika Terapan, October, 1. https://www.researchgate.net/publication/328600462_Modul_Uji_Validitas_dan_Reliabilitas.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173.
Bazi, S., Filieri, R., & Gorton, M. (2023). Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty. Journal of Business Research, 160, 113778. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.113778.
Bigne, E., Andreu, L., Perez, C., & Ruiz, C. (2020). Brand love is all around: loyalty behaviour, active and passive social media users. Current Issues in Tourism, 23(13), 1613–1630. https://doi.org/https://doi.org/10.1080/13683500.2019.1631760.