BRAND AUTHENTICITY, BRAND SUSTAINABILITY, AND BRAND EXPERIENCE ON SOMETHINC PURCHASE DECISIONS: AN ISLAMIC BUSINESS PERSPECTIVE

Lailatul Fauziyah; Suhendar; Raizky Rienaldy  Pramasha

doi:10.37729/segmen.v22i2.7941

Lailatul Fauziyah Raden Intan State Islamic University Lampung
Suhendar Raden Intan State Islamic University Lampung
Raizky Rienaldy Pramasha Raden Intan State Islamic University Lampung

DOI: https://doi.org/10.37729/segmen.v22i2.7941

Abstract

The Indonesian cosmetics industry has experienced rapid growth, intensifying competition among local brands and encouraging companies to understand the factors influencing consumers' purchase decisions. This study examines the effects of brand authenticity, brand sustainability, and brand experience on the purchase decisions of Somethinc cosmetic products from an Islamic business perspective among Generation Z consumers in Bandar Lampung.

This quantitative study involved 100 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that brand authenticity has no significant effect on purchase decisions, whereas brand sustainability and brand experience have positive and significant effects. Brand sustainability emerged as the strongest predictor of purchase decisions. The model explains 48% of the variance in purchase decisions, while the remaining 52% is influenced by other factors outside the research model.

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