The Role of Consumer Perception in Mediating the Influence of Brand Communication and Brand Credibility on Brand Trust
Downloads
The existence of illegal cosmetics circulating in the market and has the potential to reduce consumer confidence in the cosmetics industry in Indonesia. Therefore, this study aims to measure the extent to which Brand Communication and Brand Credibility affect Brand Trust which is influenced by Consumer Perception as an intervening variable for Pink Flash cosmetic products. This study used a quantitative approach with SEM-PLS analysis techniques. Data was collected from 196 respondents aged 18-25 years in the Ciayumajakuning area. This study tested all hypotheses and obtained positive and significant results. This shows that Brand Trust based on Consumer Perception, both directly and indirectly, occurs due to the positive and significant influence of Brand Communication and Brand Credibility. Brand Credibility is the variable that has the most impact on consumer perception and trust with a value (O=0.700). Thus, the synergy between clear communication and solid trust is an important step to maintain trust in security-sensitive situations.
Aenaya, A. S., & Sulhaini, S. (2024). The Impact of Influencer Credibility, Brand Originality Image, and Price Consciousness on Consumer Trust in Local Beauty Products. Journal Of Economics, Finance And Management Studies, 07(01). https://doi.org/10.47191/jefms/v7-i1-33
Albutra, A. R., Pornes, N. C., & Almagro, R. E. (2024). influence of social media marketing efforts towards brand perception of customers. Journal of Sustainable Tourism and Entrepreneurship, 4(3), 205–222. https://doi.org/10.35912/joste.v4i3.2099
Alimah, N., Mulyani, A. S., & Alfiani, T. F. (2023). Legal Protection Of Consumers Against The Circulation Of Illegal And Dangerous Cosmetics That Harm Consumers Inindonesia. TLR, 5(2). https://doi.org/10.56338/mlj.v5i1.1466
Anum, I., Khan, M., & Azmat, S. Z. (2023). Brand Credibility: Navigating the Pathway to Customer Satisfaction and Loyalty. Pakistan Journal of Humanities and Social Sciences, 11(4). https://doi.org/10.52131/pjhss.2023.1104.0659
Chen, X., Yu, S. C., & Sun, X. (2023). Brand Equity, Customer Perception, and Sustainable Willingness to Pay Premium: Evidence from International Education Industry. International Journal of Sustainable Development and Planning, 18(2), 531–539. https://doi.org/10.18280/ijsdp.180222
Chen, X., Yu, S.-C., Sun, X., & Wang, D. (2023). Investigating the Influence of Brand Communication and Brand Trust on Customer Commitment: An Examination from the Perspective of Customer Perception.
Connelly, B., Certo, T., Ireland, R., & Reutzel, C. (2011). Signaling Theory: A Review and Assessment. Journal of Management - J MANAGE, 37, 39–67. https://doi.org/10.1177/0149206310388419
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. SAGE Publications. https://books.google.co.id/books?id=4uB76IC_pOQC
Darman, E. A., & Abror. (2023). The Effect of Brand Quality, Brand Credibility, and Brand Attitude Toward Brand Trust on the Use of Online Transportation Services (Gojek) in Padang City (pp. 458–476). https://doi.org/10.2991/978-94-6463-158-6_42
Deva Satria Pamungkas, Indra Bahari Saputra, & April Laksana. (2024). Strategi Komunikasi Digital Melalui Media Sosial Untuk Membangun Kepercayaan Konsumen. Konsensus?: Jurnal Ilmu Pertahanan, Hukum Dan Ilmu Komunikasi, 1(6), 88–94. https://doi.org/10.62383/konsensus.v1i6.461
Devi Artasuma, L., & Bagus Raka Suardana, I. (2024). Exploring The Relationship Between Brand Awareness, Brand Trust, And Brand Credibility Towards Floraison Customer Loyalty Through Consumer Satisfaction As An Intervening Variable. In Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) (Vol. 7, Number 3).
Dr. Priyanka Srivastava. (2025). Digital Transformation and Integrated Marketing Communications: A Quantitative Analysis. Naveen International Journal of Multidisciplinary Sciences (NIJMS), 1(6), 34–44. https://doi.org/10.71126/nijms.v1i6.76
Fahira, A., & Moh. Djemdjem Djamaludin. (2023). The Influence of Brand Trust and Satisfaction towards Consumer Loyalty of a Local Cosmetic Products Brand X among Generation Z. Journal of Consumer Sciences, 8(1), 27–44. https://doi.org/10.29244/jcs.8.1.27-44
Goldstein, R. E., Chu, S. J., Lee, E. A., & Stappert, C. F. J. (2018). Ronald E. Goldstein’s Esthetics in Dentistry. John Wiley & Sons.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications. https://books.google.co.id/books?id=6z83EAAAQBAJ
Hair, J., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).
Hajduk, S., Waran, P. S. V., Paul, M. T., & Divya, P. (2024). A Study on The Influence of Perceived Quality on Brand Trust and Loyalty Towards FMCG Products. FMDB Transactions on Sustainable Technoprise Letters, 2, 42–52. https://doi.org/10.69888/FTSTPL.2024.000229
Holloway, S. (2024). Unveiling Customer Perceptions: A Qualitative Study on the Role of Supply Chain Transparency in Brand Trust. https://doi.org/10.20944/preprints202406.1738.v1
Iqbal, A., & Elahi, M. (2024). Analyzing the Impact of Product Quality, Customer Engagement, and Perceived Risk on Perceived Value: The Moderating Role of Customer Trust in Fostering Brand Loyalty. Journal of Social & Organizational Matters, 3(2), 527–542. https://doi.org/10.56976/jsom.v3
Jesse, T., Niina, S., Lauri, H., Vilma, L. aho, & Terhi-Anna, W. (2025). Young consumers’ brand distrust model: Understanding the antecedents of young consumers’ distrust of brands. Journal of Business Research, 190. https://doi.org/10.1016/j.jbusres.2025.115250
L. Satur, K., M. Nase, R., Aiza Cubillas, B. J. T. A., & Marylane T. Magbanua, M. I. S. S. (2024). Authenticity And Transparency: Influencers Sponsored Contents On Makeup Products Towards Consumer Trust. International Journal of Research in Education Humanities and Commerce, 05(01), 203–218. https://doi.org/10.37602/ijrehc.2024.5117
Lane Keller, K. (2013). Strategic Brand Managment: Building, Measuring, and Managing Brand Equity. UK: Pearson Education Limited.
Li, Y., & Mat, R. C. (2023). The Impact of Visual Image on Brand Communication: A MultiDimensional Interaction Model Analysis. Journal of Logistics, Informatics and Service Science, 10(4), 250–266. https://doi.org/10.33168/JLISS.2023.0417
Park, J., Chenghui, X., & Kim, R. B. (2022). The effect of brand credibility on search and credence goods: A cross-country analysis of Korea, China & France. Journal of International Studies, 15(2), 2022. https://doi.org/10.14254/2071-8330.2022/15
Pu, Y., Wei, Y., Ma, R., Pan, X., Li, J., & Zhang, X. (2025). The Impact of Social Media Information Dissemination on Consumer Brand Perception: An Empirical Study Based on Weibo and Xiaohongshu Data. Journal of Organizational and End User Computing, 37(1). https://doi.org/10.4018/JOEUC.388646
Rugati, D. P., & Santoso, S. (2025). The Influence of Social Media Marketing, and Electronic Word of Mouth on Brand Trust through Brand Experience: Skincare Study Case in Indonesia. https://doi.org/https://doi.org/10.35384/jemp.v11i1.723
Sarstedt, M., Ringle, C., & Hair, J. (2021). Partial Least Squares Structural Equation Modeling (pp. 1–47). https://doi.org/10.1007/978-3-319-05542-8_15-2
Sun, H., Dai, Y. Y., Jeon, S. S., Lee, R., Wang, H., Shi, X., Sun, L., & Wang, Y. (2024). The impact of brand authenticity on brand attachment, brand loyalty, willingness to pay more, and forgiveness - For Chinese consumers of Korean cosmetic brands -. Heliyon, 10(16). https://doi.org/10.1016/j.heliyon.2024.e36030
Xiao, W., Lada, S., Madli, F., & Chekima, B. (2025). Brand Personality and Brand Loyalty Relationship in Cosmeceuticals: Understanding the Moderating Influence of Brand Trust. 9(7). https://doi.org/10.47772/IJRISS
Yum, K., & Kim, J. (2024). The Influence of Perceived Value, Customer Satisfaction, and Trust on Loyalty in Entertainment Platforms. Applied Sciences (Switzerland), 14(13). https://doi.org/10.3390/app14135763
Zhou, X. (2023). Analysis of the Effectiveness of Public Relations for Brand Communication. Advances in Economics, Management and Political Sciences, 63(1), 90–94. https://doi.org/10.54254/2754-1169/63/20231385
Copyright (c) 2026 Indira Wiyana Pramesti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
