THEINFLUENCEOFINCLUSIVEBRANDIMAGEININDONESIAN COSMETICPRODUCTSONCUSTOMERLOYALTY FINALPROJECT By RufinaStevaOng 19021199 UndergraduateProgram SchoolofBusinessandManagement InstitutTeknologiBandung 2024 Thispageisintentionallyleftblank ii THEINFLUENCEOFINCLUSIVEBRANDIMAGEININDONESIAN COSMETICPRODUCTSONCUSTOMERLOYALTY RufinaStevaOng 19021199 UndergraduateProgramSchoolofBusinessandManagement InstitutTeknologiBandung 2024 Supervisor:IlmaAuliaZaim,S.Ds.,M.S.M.,Ph.D.,andDrs.HerryHudrasyah, M.A. ABSTRACT Inrecentyears,cosmeticbrandsinIndonesiahaveshiftedtheirmarketingstrategiesto emphasizeinclusivity,aimingtofosterstrongercustomerloyalty.Thisshiftincludesthe portrayalofdiversebeautystandardsandtheinclusionofawiderangeofskintonesand typesintheirproductlines.Priorstudieshavedemonstratedthataninclusivebrandimage significantlyboostsbrandtrustandcustomersatisfaction.Theresearchinvestigatesthe influenceofaninclusivebrandimageinIndonesia’scosmeticproductsoncustomerloyalty, focusingspecificallyonGenerationZconsumers.Byemployingaquantitativeresearch methodology,datawascollectedusingonlinesurveysdistributedto201respondentsaged 12-27years.Thestudyaimstoexploretherelationshipbetweeninclusivebrandimageand brandtrust,customersatisfaction,andloyaltywithinthecontextoftheIndonesiancosmetics market.DataanalysiswasconductedusingdescriptivestatisticsandPLS-SEM.Thefindings indicatethataninclusivebrandimagepositivelyinfluencesbrandtrustandcustomer satisfaction,whichsubsequentlystrengthencustomerloyalty.Findingsfromthisresearchare anticipatedtoprovideinsightsthatcanhelplocalcosmeticbrandsenhancetheirinclusive marketingstrategies,therebyfosteringasenseofacceptanceandbelongingamongtheir diversecustomerbaseanddrivingcustomerloyalty. Keywords:InclusiveBrandImage,BrandTrust,CustomerSatisfaction,CustomerLoyalty, CosmeticProducts. iii PENGARUHCITRAMEREKINKLUSIFPADAPRODUKKOSMETIK DIINDONESIATERHADAPLOYALITASPELANGGAN RufinaStevaOng 19021199 ProgramStudiSarjanaSekolahBisnisdanManajemen InstitutTeknologiBandung 2024 Pembimbing:IlmaAuliaZaim,S.Ds.,M.S.M.,Ph.D.,danDrs.Herry Hudrasyah,M.A. ABSTRAKSI Dalambeberapatahunterakhir,merekkosmetikdiIndonesiatelahmengubahstrategi pemasaranmerekauntukmenekankaninklusivitas,dengantujuanmeningkatkanloyalitas pelanggan.Perubahaninimencakuppenggambaranstandarkecantikanyangberagamdan inklusiberbagaiwarnadanjeniskulitdalamliniprodukmereka.Penelitiansebelumnyatelah menunjukkanbahwacitramerekyanginklusifsecarasignifikanmeningkatkankepercayaan merekdankepuasanpelanggan.Penelitianinimenyelidikipengaruhcitramerekyanginklusif padaprodukkosmetikdiIndonesiaterhadaployalitaspelanggan,denganfokuskhususpada konsumenGenerasiZ.Denganmenggunakanmetodologipenelitiankuantitatif,data dikumpulkanmelaluisurveionlineyangdidistribusikankepada201respondenberusia12-27 tahun.Penelitianinibertujuanuntukmengeksplorasihubunganantaracitramerekyang inklusifdengankepercayaanmerek,kepuasanpelanggan,danloyalitasdalamkontekspasar kosmetikIndonesia.AnalisisdatadilakukanmenggunakanstatistikdeskriptifdanPLS-SEM. Temuanmenunjukkanbahwacitramerekyanginklusifsecarapositifmempengaruhi kepercayaanmerekdankepuasanpelanggan,yangkemudianmemperkuatloyalitas pelanggan.Temuandaripenelitianinidiharapkandapatmemberikanwawasanyangdapat membantumerekkosmetiklokaluntukmeningkatkanstrategipemasaraninklusifmereka, sehinggamenumbuhkanrasapenerimaandankebersamaandiantarabasispelangganmereka yangberagamdanmendorongloyalitaspelanggan. KataKunci:CitraMerekInklusif,KepercayaanMerek,KepuasanPelanggan,Loyalitas Pelanggan,ProdukKosmetik. iv APPROVALPAGE THEINFLUENCEOFINCLUSIVEBRANDIMAGEININDONESIANCOSMETIC PRODUCTSONCUSTOMERLOYALTY By RufinaStevaOng IDNo:19021199 AFinalProjectinPartialFulfillment ofTheRequirementfortheDegreeofBachelorofManagement UndergraduateProgramofManagementStudy SchoolofBusinessandManagement InstitutTeknologiBandung July2024 ApprovedBy Supervisor1 _____________________________ IlmaAuliaZaim,S.Ds.,M.S.M.,Ph.D. Supervisor2 _________________________ Drs.HerryHudrasyah,M.A. v.