The Role of Brand Love in Mediating the Effect of Brand Experience on Brand Loyalty and Willingness to Pay for Green Skincare Products in Indonesia

Inzahra Alfadilatul Layna

Faculty of Business and Economics, Islamic University of Indonesia, Sleman, Special Region of Yogyakarta, Indonesia.

Anas Hidayat *

Faculty of Business and Economics, Islamic University of Indonesia, Sleman, Special Region of Yogyakarta, Indonesia.

*Author to whom correspondence should be addressed.


The purpose of his study analyze the relationships between a selection of variables, such as brand experience, brand love, brand loyalty, and willingness to pay, to identify post-purchase customer perceptions of the "green" skincare product. This research uses a non-probability sampling technique. This research uses Structural Equation Modeling analysis tools through Smart-PLS software with a total sample of 200 respondents, 53 men, and 147 women, and a minimum age of 18 years. In 2023, the population will consist of Indonesian consumers who have used products categorized as green skincare. The sample used as respondents in this study was made up of men and women who had used green skincare more than twice. Brand attachment grows as a result of positive brand experiences. These favorable brand experiences are also very important for establishing brand loyalty and affecting customers' willingness to spend. Additionally, brand attachment has been shown to increase brand loyalty and alter customers' willingness to pay. This study was conducted to look at how consumers in Indonesia who purchase "green" skincare products behave after making their purchases. This research can identify the root of the problems that occur related to consumer behavior about green products in the process of solving research problems.

Keywords: Theory planned of behavior (TPB), green product, brand experience, brand loyalty, willingness to pay, brand love

How to Cite

Layna , I. A., & Hidayat , A. (2023). The Role of Brand Love in Mediating the Effect of Brand Experience on Brand Loyalty and Willingness to Pay for Green Skincare Products in Indonesia. Journal of Economics, Management and Trade, 29(10), 50–58.


Download data is not yet available.


Weddy I, Febrya V. Penggunaan ‘Green Cosmetic’ dalam Mewujudkan Perilaku Kesadaran Lingkungan. Ilmu Lingkung. 2016;10(2):199–203.

Mahmoud MA, Tsetse EKK, Tulasi EE, Muddey DK. Green Packaging, Environmental Awareness, Willingness to Pay and Consumers’ Purchase Decisions. Sustain. 2022;14(23)1–14. DOI: 10.3390/su142316091.

Tiara SA, Sulistyowati R. Pengaruh Country of origin dan brand love terhadap keputusan Pembelian Skincare Nature Republic Di Tunjungan Plaza Surabaya. J. Pendidik. Tata Niaga. 2022; 10(1): 1583–1590. ISSN:2337-6078.

Iqbal J, Malik M, Yousaf S, Yaqub RMS. Brand reputation, brand experience, and electronic word of mouth toward Smartphone: Investigating the Mediating Role of Brand Love. J. Public Aff. 2021;21(3):1–7. DOI: 10.1002/pa.2455.

Suartina IW, et al. The role of brand love in mediating the effect of intensive distribution and social media promotion on brand loyalty and e-WOM. Int. J. Data Netw. Sci. 2022;6(2):335–346. DOI: 10.5267/j.ijdns.2022.1.004.

Huang CC. The impacts of brand experiences on brand loyalty: Mediators of brand love and trust. Manag. Decis. 2017;55(5):915–934. DOI: 10.1108/MD-10-2015-0465.

Bosnjak M, Ajzen I, Schmidt P. The theory of planned behavior: Selected recent advances and applications. Eur. J. Psychol. 2020;16(3):352–356. DOI: 10.5964/ejop.v16i3.3107.

DE Corral JM, Severo Ochoa. Winner of the Nobel Prize for physiology and medicine. His Life and Work. 1959;22.

Wallace E, Buil I, De Chernatony L. Consumer engagement with self-expressive brands: Brand love and WOM outcomes. J. Prod. Brand Manag. 2014;23(1)33–42. DOI: 10.1108/JPBM-06-2013-0326.

Lumba MG. Peran brand love terhadap brand loyalty dan willingness to pay Premium Price Pada Pembeli Iphone Di surabaya. Agora. 2019;7(1):287271.

Paly MB. Willingness to Pay dan karakteristik konsumen daging ayam halal berdasarkan Pendekatan pasar hipotetik (Willingness to Pay and Consumer Characteristics of Halal Chicken Based on a Hypothetical Market Approach). ANOA J. Anim. Husb. 2022;1(1)19–27.[Online]. Available:

Thomson M, MacInnis D, Park W. The ties that bind: Measuring the strength of customers attachment to brands. J. Consum. Psychol. 2005;15(1)77–91.

Junaid M, Hou F, Hussain K, Kirmani AA. Brand love: The emotional bridge between experience and engagement, generation-M perspective. J. Prod. Brand Manag. 2019;28(2):200–215. DOI: 10.1108/JPBM-04-2018-1852.

Khan I, Zillur R. E-tail brand experience’s influence on e-brand trust and e-brand loyalty. Int. J. Retail Distrib. Manag. 2016;44(6):588–606.[Online]. Available:

The mediating impact of brand love and brand image between brand experience and brand loyalty : An analysis of car brands andreas aldogan eklund, university of wisconsin la crosse. 2022;26(1):2678.

Santos M, Schlesinger W. When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services Cuando el amor important. La experiencia y el amor a la marca como antecedentes de la lealtad y la n a pagar un precio m a;2021 DOI: 10.1108/SJME-11-2020-0201.

Yadav R, Paul J. Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment : The role of nation brand love;2021. DOI: 10.1108/IMR-05-2021-0173.

Carroll BA, Ahuvia AC. Some antecedents and outcomes of brand love. Mark. Lett. 2006;17(2): 79–89.

DOI: 10.1007/s11002-006-4219-2.

Dwivedi A, Nayeem T, Murshed F. Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness. J. Retail. Consum. Serv. 2018;44:100–107.

DOI: 10.1016/j.jretconser.2018.06.009.

Malarvizhi CA, Al Mamun A, Jayashree S, Naznen F, Abir T. Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay a premium price for portable tech gadgets. Heliyon. 2022;8(8):e10145. DOI: 10.1016/j.heliyon.2022.e10145.

Stefany S, Padmalia M, Effendy JA. Pengaruh brand experience terhadap brand loyalty dengan brand love sebagai variabel mediasi pada pengguna iphone di surabaya [the Effect of Brand Experience on Brand Loyalty With Brand Love As a Mediation Variables on Iphone Users in Surabaya],” DeReMa (Development Res. Manag. J. Manaj. 2021;16(1):115. DOI: 10.19166/derema.v16i1.3089.

Oliveira M, Fernandes T. Luxury brands and social media: Drivers and outcomes of consumer engagement on Instagram. J. Strateg. Mark. 2022;30(4):389–407. DOI: 10.1080/0965254X.2020.1777459.

Bigne E, Andreu L, Perez C, Ruiz C. Brand love is all around: Loyalty behavior, active and passive social media users. Curr. Issues Tour. 2020;23(13):1613–1630. DOI: 10.1080/13683500.2019.1631760.

Kumar S, Dhir A, Talwar S, Chakraborty D, Kaur P. What drives brand love for natural products? The moderating role of household size. J. Retail. Consum. Serv. 2021;102329. DOI: 10.1016/j.jretconser.2020.102329.

Akoglu HE, Özbek O. The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific J. Mark. Logist; 2021 DOI: 10.1108/APJML-05-2021-0333.

Huang Y, Suo L, Lu S. Influencing factors for willingness to pay of chinese consumers for organic skin care products from product quality in Wuhan City. Asian J. Sci. Technol. 2020;11(08):11221-11228.


Ferreira P, Rodrigues P, Rodrigues P. Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand. Manag. Mark. 2019;14(3):278–291. DOI: 10.2478/mmcks-2019-0020.

Iqbal J, Malik M, Yousaf S, Yaqub RMS. Brand reputation, brand experience, and electronic word of mouth toward smartphone: Investigating the mediating role of brand love. J. Public Aff. 2021;21(3) DOI: 10.1002/pa.2455.

Hair JF, Ringle CM, Sarstedt M. PLS-SEM: Indeed a silver bullet. J. Mark. Theory Pract. 2011;19(2):139–152.

DOI: 10.2753/MTP1069-6679190202.

Juliandi A. Structural equation model partial least square (Sem-Pls) dengan smartpls. Modul Pelatih. 2018;1–4.