Khumaira, Jovita Najwa and , Soepatini , S.E., M.Si., Ph.D (2026) How Perceived Value, Satisfaction, Customer Service, and Brand Image Influence Brand Trust in Sustainable Makeup Brands among Indonesian Gen Z Consumers. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study examines the influence of Perceived Value, Customer Service, Customer Satisfaction, and Brand Image on Brand Trust toward sustainable makeup brands among Generation Z consumers in Indonesia, with Customer Satisfaction serving as a mediating variable. A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. Data were collected through an online questionnaire from 259 respondents. The results indicate that Customer Service, Customer Satisfaction, and Brand Image have a positive and significant influence on Brand Trust, while Perceived Value has no significant effect. Furthermore, Customer Satisfaction significantly mediates the relationship between Customer Service and Brand Trust. Among all variables, Brand Image exerts the strongest influence on Brand Trust. These findings suggest that strengthening brand image, providing high-quality customer service, and enhancing customer satisfaction are important strategies for building consumer trust toward sustainable makeup brands among Indonesian Generation Z consumers.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Brand Image, Brand Trust, Customer Satisfaction, Customer Service, Generation Z, Perceived Value, Sustainable Makeup Brands |
| Subjects: | H Social Sciences > HD Management, Business and Labor > Management > Marketing Management H Social Sciences > HD Management, Business and Labor > Management > Promosi > Branding H Social Sciences > HD Management, Business and Labor > Management > Promosi > CSR (Corporate Social Responsibility) |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | JOVITA NAJWA KHUMAIRA |
| Date Deposited: | 05 Aug 2026 06:53 |
| Last Modified: | 05 Aug 2026 06:53 |
| URI: | http://eprints.ums.ac.id/id/eprint/146567 |
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