Impact of Susceptibility to Global Consumer Culture on Commitment and Loyalty in Halal Cosmetic Brands

Tasya Kamila; Dimas  Angga Negoro

doi:10.59431/ijer.v5i2.549

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Impact of Susceptibility to Global Consumer Culture on Commitment and Loyalty in Halal Cosmetic Brands

Tasya Kamila, Dimas Angga Negoro

View Author Affiliations

Tasya Kamila: Universitas Esa Unggul, Angola
Dimas Angga Negoro: Universitas Esa Unggul, Indonesia

DOI:

https://doi.org/10.59431/ijer.v5i2.549

Published:

October 10, 2025

Pages:

71-80

252

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182

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Abstract

Given that the market is becoming more competitive, it is imperative to understand what influences purchasing decisions of global consumers as consumer trends change regarding halal cosmetics for anti-aging, maintaining appearance and skin health. This study considers and examines susceptibility to global consumer culture (SGCC) (conformity to consumer trend, social prestige, and quality perception) and its effect on affective commitment, which in turn influences behavioral commitment and loyalty in the context of the halal cosmetic industry. The results are as follows. First, conformity to consumer trends has a significant effect on both emotional commitment and behavioral commitment. Second, social prestige has significant direct effect on emotional commitmen, but is not positively associated with behavioral commitment. Third, quality perception has no significant impact on emotional commitment or behavioral commitment. Finally, both emotional commitment and behavioral commitment affect brand loyalty, and behavioral commitment in particular has a significant effect on brand loyalty.

Keywords

SGCC; Emotional commitment; Behavioral commitment; Loyalty

Author Biographies

Tasya Kamila

Universitas Esa Unggul

Faculty of Economics and Business, Universitas Esa Unggul, West Jakarta City, Special Capital Region of Jakarta, Indonesia.

Dimas Angga Negoro

Universitas Esa Unggul

Faculty of Economics and Business, Universitas Esa Unggul, West Jakarta City, Special Capital Region of Jakarta, Indonesia.

Article Identifiers

Article Title: Impact of Susceptibility to Global Consumer Culture on Commitment and Loyalty in Halal Cosmetic Brands
DOI: 10.59431/ijer.v5i2.549
Publication Date: 2025-10-10

Journal: Indonesian Journal Economic Review (IJER)
Volume: 5
Issue: 2
Pages: 71-80

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Issue Information

Article Details

Volume:	5
Issue:	2
Year:	2025
Published:	2025-10-10
Pages:	71-80
Section:	Articles

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How to Cite

Kamila, T., & Negoro, D. . A. (2025). Impact of Susceptibility to Global Consumer Culture on Commitment and Loyalty in Halal Cosmetic Brands. Indonesian Journal Economic Review (IJER), 5(2), 71-80. https://doi.org/10.59431/ijer.v5i2.549