GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS VOLUME 5. ISSUE. Website: https://goldenratio. id/index. php/grmapb/index ISSN [Onlin. : 2776-6349 MARKETING | RESEARCH ARTICLE The Influence of Brand Authenticity on Brand Loyalty Towards Local Skincare Products: Mediating Role of Brand Attachment Teresa Norris1. Diana Sari2 Department of Management and Business. Faculty of Economics and Business. Universitas Padjadjaran. Bandung. Indonesia. Email: teresa21001@mail. id1, diana. sari@unpad. ARTICLE HISTORY Received: March 18, 2025 Revised: June 26, 2025 Accepted: July 02, 2025 DOI https://doi. org/10. 52970/grmapb. ABSTRACT This study aims to investigate the influence of consumer perceptions regarding the authenticity of somethinc as a local skincare brand on their level of loyalty, while also comparing the results when mediated by the role of brand attachment. Empirical data were collected from 255 respondents in Indonesia who had purchased Somethinc skin care products at least 3 times for their personal use. The respondent data was processed using Partial Least Squares Path Modeling (PLSSEM) analysis integrated through Smart PLS 3 software. It was found that brand authenticity doesn't influence brand loyalty directly in the beauty industry. However, brand authenticity can influence brand attachment significantly. Likewise, brand attachment has a significant eAect on brand loyalty. Then, the relationship between brand authenticity and brand loyalty becomes significant when mediated by the brand attachment variable. This study contributes to becoming a benchmark for local beauty brands in developing their strategies to gain consumer loyalty. Keywords: Brand Authenticity. Brand Attachment. Brand Loyalty. Local Skincare Products. JEL Code: A10. M31. M37. Introduction The rise in individual income, aligning with global economic growth and exposure to cultural factors where society increasingly values aesthetic appearance, has influenced shifts in consumer purchasing behavior alongside evolving trends, as noted by Kotler et al. and Sobol et al. , cited in Sun et al. Businesses in the skincare industry keenly feel this phenomenon. With its increasingly essential role in the daily lives of global society, the skincare industry's market size is projected to grow rapidly in the coming years, becoming a significant contributor to national revenue (Research and Markets, 2. This projection is supported by data from the Statista Research Department . , which reported global skincare industry revenue of $188. 612 billion in 2024. This market share is also expected to grow by 15. 54%, or $29. 3 billion, from 2024 to reach an estimated $217. 9 billion in 2029. In Indonesia itself, the skincare market share has been facing intense escalation when viewed in the past few years. (Report Linker, 2. With a revenue figure of $2,762. 08 per year in 2024, this strong market expansion is expected to continue with a projected growth rate of 19. 88% or equivalent to $549. 1 million from 2024 to 2029, which serves as proof of the increasing adoption of skincare products among the Indonesian In this regard, this push makes companies involved in the beauty industry face increasingly tight levels of competition in their market share (Wilendra et al. , 2. Due to the increasing demand and consumer The Author. This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4. 0 license. Page | 80 GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS VOLUME 5. ISSUE. Website: https://goldenratio. id/index. php/grmapb/index ISSN [Onlin. : 2776-6349 tendency to adopt the use of products that are closer to them, both in terms of brand story and nationalism aimed at domestic products, various alternative local brands for skincare have spreading rapidly in the Indonesian market share through oEcial distribution at oEine or online outlets which have increased over Among the many brands. Somethinc is one of the leading local beauty brands among the Indonesians. Although it has only entered the market since 2019. Somethinc has proven the superiority of its products through various achievements it has achieved. Even in the same year as the brand was founded. Female Daily . named Somethinc in the Best Beauty Awards 2019 as the "Best Newcomer Local Brand. However, it's also important to recognize that the local skincare market features numerous brands intensely competing to become consumers' primary purchasing choice. In today's era of aggressive market competition, brands must maximize their consumer base to grow and survive (Al Mamun et al. , 2023. Singh & Banerjee, 2. Along with the era of consumer doubt regarding the claims promised by brands, a momentum has been created for skincare brands to prioritize the element of authenticity (Sun et al. , 2. With the crucial impact of its existence, marketers are increasingly competing to prioritize the element of authenticity which is believed to be able to influence their company's position in the market share and increase the attractiveness of the products they oAer, as stated by Sun et al. in their exploration of Lu et al. Aos earlier perspective. With the contributions it brings, there has been a lot of previous literature, including those from Busser & Shulga . Sydergren . Xu et al. , and Le et al. which explains that when a brand successfully applies the concept of authenticity in marketing its products, then brand loyalty is the result it obtains. They have proven that there is a direct relationship between brand authenticity and brand loyalty, where when the results of consumer cognitive assessments form a perception that a brand is committed to adhering to the core values it wants to convey or in other words, consumers consider a brand to be an authentic brand, this will naturally give rise to behavioral impacts in the form of loyalty behavior shown by consumers through consumer involvement and subjective preferences over time to stick to only brands that are considered capable of providing genuine or authentic value, from among all similar choices available Busser & Shulga . Although much literature states a direct relationship between brand authenticity in forming brand loyalty (Busser & Shulga, 2019. Le et al. , 2022. Xu et al. , 2. , these studies only look at the relationship that arises in the food & beverage and hospitality industry objects. Meanwhile, for the beauty industry. Sun et al. saw that the flow of the relationship that occurs between how brand authenticity is able to produce brand loyalty can be detailed in more depth by adding aAective aspects to the process. The aAective aspect they meant was expressed through the use of the brand attachment variable. Which is indicated by the dependence and connection consumers feel towards a brand, stemming from their identity, beliefs, and satisfaction with that brand and acts as a form of intermediary connection created between the cognitive aspect of brand authenticity and the behavioral aspect of brand loyalty (Kompas, 2022. Lee & Chung, 2019. Sun et al. , 2. By focusing on reviewing the perceptions held by Chinese consumers, they used Korean cosmetic brands as the object of their research and found a significant positive influence between the three However, research measuring the influence of brand authenticity on brand loyalty, with the mediating role of brand attachment, is still rare among users of local skincare products, especially within Indonesian society. Therefore, by using the proposed interrelationship between the variables of authenticity and attachment as factors forming loyalty, as suggested by Sun et al. , this research looks at whether there are similarities in the results obtained or not, when consumers from developing countries are faced with domestic products, rather than foreign products. With this background which is also supported by relevant data findings, the research idea entitled "The Influence of Brand Authenticity on Brand Loyalty on Local Skincare Products with the Mediating Role of Brand Attachment" was formed. This research aims to provide benefits for various local skincare brands to be able to review current market conditions and what factors influence consumer loyalty. It is important as the increased loyalty to local skincare products will decrease consumer dependence on imported goods and subsequently boosting job availability. This would also become a factor in encouraging local brands to continue to innovate due to strong support of interest from consumers which can ultimately significantly strengthen the domestic industry (RRI, 2. The Author. This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4. 0 license. Page | 81 GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS VOLUME 5. ISSUE. Website: https://goldenratio. id/index. php/grmapb/index II. Literature Review and Hypothesis Development Brand Authenticity ISSN [Onlin. : 2776-6349 Brand authenticity is a key concept in marketing, viewed as a brand's "genuineness" (Xu et al. , 2. and an assessment linked to a product or experience (Jimynez-Barreto et al. , 2. Its study has grown, focusing on extrinsic aspects like preventing imitation (Spiggle et al. , 2. and intrinsic qualities such as originality, integration, and accurate self-description without economic pressure (Cinelli & LeBoeuf, 2020. Nunes et al. , 2021. Warren et al. , 2. Brand authenticity is also categorized into indexical . ssociating with an ideal authentic bran. and symbolic . ser-derived views and feeling. perspectives (Khan & Fatma, 2. The symbolic view highlights a brand's ability to express unique, natural, and authentic qualities (Haq et al. As time goes by, the concept of brand authenticity has evolved to include personal consumer assessments based on connectedness and symbolic representation of identity (Lv et al. , 2. For a brand to be seen as authentic, it must uphold its principles, understand its messaging, and fulfill commitments (J. Park et al. , 2. Authenticity is also seen as a brand's consistent reflection of its values (Sun et al. , 2. and consumers' perception of it as supportive, authentic, and trustworthy, built on legacy, credibility, and quality (Papadopoulou et al. , 2. Ultimately, brand authenticity can encourage consumers to express their own identities (Hyun et al. , 2. Based on the literature review, this study will adopt J. Park et al. definition of brand authenticity. Viewing brand authenticity as a consumer's perception that a brand upholds its principles, understands what it communicates, and fulfills all its promises. This adaptation is solely because the definition aligns with the study's purpose to assess the extent to which consumer perceptions of Somethinc's persistence as a local skincare brand reflect the values associated with its foundational The Literature Review and Hypothesis Development section serves to position your research within the existing body of knowledge, identify gaps, and logically develop your hypotheses. Begin with an overview of the key themes and topics related to your research, highlighting the most relevant theories, models, or findings in the field. This demonstrates a comprehensive understanding of the academic landscape and contextualizes your study within it. Brand Attachment Brand attachment describes consumers' emotional connection to a brand, stemming from positive experiences and leading to feelings of intimacy and dependence (Mostafa & Kasamani, 2021. Pandey & Sahu. Ragab et al. , 2. This concept, rooted in attachment theory, reflects how brands influence consumers' emotions, thoughts, and actions (J. Hwang et al. , 2021. Kuo & Chen, 2. Dimensions of brand attachment often include brand passion, aAection, and self-brand connection (Abdul Aziz et al. , 2023. Mostafa & Kasamani, 2. , or brand prominence, passion, and anxiety (Japutra et al. , 2. Essentially, it's a strong emotional and cognitive bond formed through consumer experiences and memories (J. Hwang et al. , 2. Ultimately, brand attachment fosters a long-term, hard-to-replace relationship between consumers and brands, often leading to consumer dependence on a brand's consumption (Donvito et al. , 2020. Sun et al. , 2. Based on the literature review above, this study will adopt the definition put forward by Sun et al. regarding brand attachment which is defined as the range of emotional-based connections originating from identity, beliefs, and satisfaction as depicted in the perspective of consumer assessment of a brand which create a situation of dependence from the consumer's side on the consumption behavior of a brand. This adaptation is solely because the definition written regarding brand attachment aligns with the purpose of this study to assess the level of emotional dependence of consumers on the local skincare brand Somethinc based on the points projected by the consumer. The Author. This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4. 0 license. Page | 82 GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS VOLUME 5. ISSUE. Website: https://goldenratio. id/index. php/grmapb/index ISSN [Onlin. : 2776-6349 Brand Loyalty For a decade. Wernerfelt . has linked brand loyalty elements as a vital concept in the field of strategic marketing, where this idea was reapplied in the study of Tang et al. Continuing to the study conducted by Zhang et al. , loyalty is defined based on a behavioral perspective expressed as the consumer's ability to strive for long term positive interactions with a brand due to the good reputation found after using the brand's launched product, even willing to make repeat purchases from the related brand without any element of coercion. This concept often evolves into "commitment," signifying a strong, unwavering dedication to a brand despite external influences or competitive eAorts (Mostafa & Kasamani. Ragab et al. , 2024. Santos & Schlesinger, 2021. Singh & Milan, 2. Loyal consumers not only make repeat purchases but also act as brand advocates, enthusiastically recommending it to others (J. Hwang et , 2021. Song et al. , 2019. Sun et al. , 2. This loyalty is rooted in positive attitudes, preferences, and a perceived superior value consistently delivered by the brand (Bonisoli & Blacio Guayuna, 2023. Jones & Taylor. Leckie et al. , 2016. Li & Zhang, 2023. Vicente et al. , 2. Ultimately, brand loyalty signifies a deep consumer attachment (Kim & Kim, 2. Based on the literature review above, this study will adopt the definition put forward by J. Hwang et al. regarding brand loyalty which is defined as a sincere commitment that comes from consumers to consistently repeat purchases of products or services oAered by the same brand from time to time accompanied by a reluctance to switch their options to other brands even when faced with situations and potential marketing eAorts from other competitors which lead to a desire for advocacy from within to spread the quality of the related brand. This adaptation is solely because the definition written regarding brand loyalty aligns with the purpose of this study to assess the extent to which individuals are committed to loyal consumption of the local skincare brand Somethinc compared to other alternatives by making the brand their main purchase choice within their personal item spending category, as well as their willingness to spread recommendations to their daily circle. EAects of Brand Authenticity on Brand Loyalty Brand authenticity is a complex concept measured by various components depending on the context (Nunes et al. , 2021. Wang et al. , 2. For instance. Wang et al. building on M. Beverland et al. explored the existential aspect, or "indexical cue," finding that consumers evaluate authenticity based on confirmable factors like materials, origin, performance, or age, often found on product labels. Conversely, research on the "iconic" aspect suggests a brand is authentic when it meets consumer expectations (Wang et , 2. Ultimately, according to Alhouti et al. as cited in Hyun et al. , brand authenticity is a positive attribute encompassing credibility, genuineness, honesty, and trustworthiness This authenticity directly links to consumers' behavioral intentions (Nunes et al. , 2. Busser & Shulga . further demonstrate that authenticity directly fosters brand loyalty. This is because brands that uphold their core values and commit to social, cultural, and business responsibilities naturally cultivate loyalty (Sydergren. This aligns with Xu et al. findings that brand authenticity directly influences consumer loyalty. Conversely. Le et al. note that consumer loyalty erodes when a brand deviates from its perceived quality and value commitments. Based on the study above, the first hypothesis is formulated as follows: H1: Brand authenticity (X) has a significant positive influence on brand loyalty (Y) EAects of Brand Authenticity on Brand Attachment To be considered an authentic brand, both in existence and communication, a brand must demonstrate consistent fundamental values and behaviors over time, as highlighted by Bulmer et al. referencing Fritz et al. Bruhn et al. , and Spiggle et al. Beyond consistency. Bulmer et al. and Jian et al. agree that an authentic brand must accurately represent its intended message. The Author. This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4. 0 license. Page | 83 GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS VOLUME 5. ISSUE. Website: https://goldenratio. id/index. php/grmapb/index ISSN [Onlin. : 2776-6349 focusing on originality, sincerity, and honesty while reflecting its true identity. This aligns with the paradigm proposed by Bulmer et al. , building on earlier findings from Becker et al. and M. Beverland . Furthermore. Bulmer et al. 's work, exploring findings from Fritz et al. and Morhart et al. shows that brand authenticity significantly boosts positive outcomes like brand attachment, positive wordof-mouth, relationship quality, and forgiveness. Sun et al. also found that the consistency of brand authenticity sub-elements positively influences brand attachment. Consequently, drawing from the outcomes of previous studies, the second research hypothesis is formulated as follows: H2: Brand authenticity (X) significantly positively aAects brand attachment (M) EAects of Brand Attachment on Brand Loyalty Previous research highlights that emotional brand attachment makes consumers perceive a brand as This leads to positive behaviors like willingness to pay more (Ragab et al. , 2024. Santos & Schlesinger, 2. Once deeply connected, consumers remain loyal, even ignoring better oAers from competitors (Chen et al. , 2021. GrisaAe & Nguyen, 2011. Park et al. , 2. Studies by Ragab et al. and Kankhuni et al. show a significant link between emotional attachment, customer satisfaction, and loyalty. When brands connect emotionally, consumers tend to repeatedly use the brand and promote it Stronger brand attachment also directly results in higher brand loyalty (Sun et al. , 2. Based on relationships identified in previous research, the third hypothesis for this study is established as follows: H3: Brand attachment (M) has a significant positive influence on brand loyalty (Y) Mediating Role of Brand Attachment Recent research consistently highlights the critical role of emotional brand attachment in driving brand loyalty. Mostafa & Kasamani . were the first to confirm brand attachment as a mediator between brand experience and loyalty, emphasizing emotional perspectives. Building on conceptual paradigms from C. Park et al. and Qinghua et al. Zhang et al. demonstrated that when a brand satisfies personal needs, it significantly influences brand attachment, ultimately impacting purchasing behavior and shaping both attitudinal and behavioral consumer loyalty. Similarly. Sun et al. found that brand authenticity . oth product and firm authenticit. significantly impacts consumer perceptions of brand attachment and brand loyalty (Arya et al. , 2. In marketing, authenticity is valued for increasing credibility, reducing consumer skepticism, and fostering trust, which indirectly leads to loyalty and advocacy (Bulmer et al. , 2024. Pyrez, 2. Empirical findings by Sun et al. and Deng et al. confirm that brand attachment, characterized by sentiment, dependence, identity, trust, and satisfaction, mediates the relationship between brand authenticity and brand loyalty. Specifically. Deng et al. found this mediation in international sports brands among Chinese consumers. When consumers feel a strong connection and aAection for a brand, they are more likely to become loyal, provide positive word-of-mouth, and frequently choose that brand over competitors. Therefore, based on the results of previous research, the fourth hypothesis of this study is established as follows: H4: Brand attachment (M) mediates the relationship between brand authenticity (X) and brand loyalty (Y) Based on the literature review and the relationships between the variables included in this study, the conceptual framework, visualized in the image below, aims to help readers understand the research flow. This framework was designed after analyzing previous research journals by experts, with brand authenticity as the independent variable (X), brand loyalty as the dependent variable (Y), and brand attachment as the mediating variable (M). The Author. This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4. 0 license. Page | 84 GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS VOLUME 5. ISSUE. Website: https://goldenratio. id/index. php/grmapb/index ISSN [Onlin. : 2776-6349 Figure 1. Conceptual Framework i. Research Method In this study, the target population is consumers of the Somethinc skincare brand in Indonesia. The respondents selected as samples were Indonesian individuals who were familiar with the Somethinc brand, had purchased at least three Somethinc products, and used them for personal needs. Since the population size for this study is unknown, the sample size was estimated using the formula by Hair et al. , which suggests that the ideal sample size is 10 times the number of indicators. Given that the questionnaire included 25 statement items, the initial estimated number of respondents for this study was 250. To obtain more valid data, researcher gather the necessary data for analysis, ultimately resulting in a final sample of 255 The demographic data from the respondents who participated in this research are shown in the table below. Measurement Gender Female Male Age . ears-ol. <13 13 - 28 29 - 44 Occupation Student Entrepreneur Private Employee Ta ble 1. Sa m ple Cr it er ia (N = . Freelancer Housewife Banten West Java Central Java East Java Special Region of Yogyakarta Outside of Java Last Education Level Domicile DKI Jakarta The Author. This open-access article is distributed under a Creative Commons Attribution (CC-BY-SA) 4. 0 license. Page | 85 GOLDEN RATIO OF MARKETING AND APPLIED PSYCHOLOGY OF BUSINESS VOLUME 5. ISSUE. Website: https://goldenratio. id/index. php/grmapb/index Measurement Elementary School Junior High School Senior High School Diploma Bachelor Degree Master Degree Doctor Degree Monthly Spending >IDR6. IDR2. 000 Ae IDR6. IDR1. 000 Ae IDR 2.