107 6. CHAPTER 5 CONCLUSION AND RECOMMENDATION In this chapter, the key findings from the research are summarized, and conclusions are drawn based on the quantitative and qualitative insights. Recommendations for practitioners on how to enhance brand authenticity and its impacts on brand satisfaction, trust, commitment, and loyalty are also provided. Finally, the directions for future research are suggested to further explore these topics. 6.1. Conclusion The research aims to identify and analyze the key attributes of local footwear brands that significantly impact consumer perceptions of brand authenticity and examine how these attributes influence brand loyalty through brand relationship quality. This study utilized both quantitative and qualitative methods. The quantitative analysis employed PLS SEM, while the qualitative analysis used thematic analysis to validate the quantitative results and the dimensions of brand authenticity. The conclusions that answer the research questions are as follows: RQ1: What are the key attributes that affect consumer’s perceptions of Brand Authenticity. The study identified four key attributes that impact consumers' perceptions of brand authenticity: product authenticity, communication authenticity, brand originality, and price authenticity. These attributes were adopted from previous research through an extensive literature review. The qualitative findings confirmed that these dimensions are indeed critical dimensions of brand authenticity. Product authenticity, comprising design newness and product originality, was confirmed to be critical. Interviewees consistently associated unique and original product designs with higher perceptions of authenticity. Communication authenticity, comprising advertising authenticity and company authenticity, was found to be essential in managing customer expectations and enhancing perceived authenticity. Brand originality, characterized by a unique brand image and compelling brand stories, was crucial for establishing a distinctive brand identity. Additionally, price authenticity, characterized by fairness and reliability in pricing practices, was 108 confirmed as a vital component, ensuring that customers perceive good value for their money. RQ2: How do these identified brand attributes of Brand Authenticity influence Brand Loyalty through Brand Relationship Quality. The study examined the impact of the identified brand attributes of brand authenticity on brand loyalty through the mediators of brand satisfaction, brand trust, and brand commitment. The findings reveal that product authenticity significantly enhances brand satisfaction, trust, and commitment. Customers highly value unique and original product designs, associating them with higher authenticity. Brands that avoid imitation practices are seen as more trustworthy and satisfying, leading to stronger commitment. Communication authenticity positively influences brand satisfaction and trust. Transparent and honest communication aligns with customer expectations, enhancing their satisfaction. Brands that manage customer expectations through straightforward and ethical marketing efforts are perceived as more authentic and satisfactory, which fosters stronger trust. However, communication authenticity does not significantly impact long-term commitment, as customers prioritize tangible product experiences in order to commit to a brand. Brand originality significantly impacts brand satisfaction and commitment. Customers are more satisfied and committed to brands with a unique brand image and compelling brand stories. The qualitative findings underscore the importance of a distinctive brand identity in fostering customer satisfaction and long-term commitment. Brands that consistently convey a distinctive narrative and maintain a unique identity are highly valued by consumers. However, brand originality does not significantly impact brand trust. The qualitative results stated that while originality can attract attention and contribute to customers' overall perception of a brand, it does not directly influence their trust in it. Price authenticity has a strong positive effect on brand satisfaction and trust. Transparent and fair pricing ensures customers perceive good value for their money, enhancing satisfaction and trust. However, price authenticity does not significantly impact long-term commitment, which is more influenced by product quality and 109 overall brand experience. Interviewees expressed a willingness to pay higher prices for brands known for originality and quality, indicating that pricing is not the primary driver of long-term commitment. The mediation analysis reveals that brand satisfaction partially mediates the relationship between brand authenticity and brand loyalty. Higher perceived authenticity enhances satisfaction, which in turn boosts loyalty. Brand trust, however, does not mediate the relationship between brand authenticity and brand loyalty. While authenticity directly enhances loyalty, trust alone does not sustain long-term loyalty without consistent positive experiences. Customers trust brands that maintain originality and deliver on promises, but long-term loyalty depends more on sustained satisfaction. Lastly, brand commitment does significantly mediate the relationship between brand authenticity and brand loyalty. Qualitative data verify this, as interviewees frequently indicated that commitment to a brand aligns with their loyalty. 6.2. Recommendations 6.2.1. Local Footwear Brands Based on the findings, several recommendations can be made for local footwear brands to enhance their authenticity and build stronger consumer relationships: Based on the descriptive analysis, local footwear brands should focus on several key areas. The high mean score for price authenticity (PIA4) indicates that consumers widely perceive the pricing as reasonable and fair, so maintaining this pricing strategy is crucial. However, the low mean score for brand loyalty (BL3) indicates that consumers are less inclined to wait for out-of-stock products and might switch to alternatives. To address this, brands should improve stock availability and introduce loyalty programs to encourage repeat purchases and greater customer patience. The high variability in brand originality (BO2) suggests differing perceptions of the brand's unique attributes. This highlights the need for brands to enhance and communicate their originality more effectively. Additionally, the high mean and low standard deviation for communication authenticity (CA1) confirm that transparent and protective communication strategies are effective and should be continued. 110 Based on the insights from the quantitative and qualitative analyses, several key recommendations emerge. When customers perceive a brand's products as authentic, they are more likely to feel satisfied, trust the brand, and remain committed. Hence, brands should prioritize originality in their product designs to stand out in a competitive market. It's crucial to develop unique products rather than imitating other brands, as consumers highly value originality and perceive copied designs as inauthentic. Brands can draw inspiration from trends and styles but must introduce unique modifications to create distinct products that reflect their own brand identity. Engaging in collaborations with designers, influencers, or other brands can also bring fresh and unique elements to the product line. By consistently offering original and unique products, brands can significantly boost customer satisfaction, trust, and commitment. Transparent and honest communication is vital in shaping consumer perceptions of brand authenticity. Local footwear brands should ensure that their advertising should accurately represent the product and manage customer expectations. Clear, truthful communication about product features and brand values can build trust and credibility. Additionally, storytelling that effectively conveys the brand's journey, values, and the inspiration behind products can deepen emotional connections with consumers. Highlighting collaborations through marketing efforts can further emphasize the brand’s commitment to innovation and originality, enhancing perceived authenticity. Furthermore, leveraging social media and influencer partnerships to convey authentic messages can effectively reach and engage target audiences. Positive reviews and endorsements from trusted sources also enhance credibility. Brands should avoid controversial or unethical marketing practices, as these can damage long-term trust and brand image. Brand originality must also be emphasized by developing and maintaining a unique brand identity and compelling brand stories. Invest in branding efforts that highlight the distinctiveness of the brand’s products and brand image. This can be achieved through consistent storytelling and innovative marketing strategies that set the brand apart from competitors. A strong, unique brand identity fosters deeper emotional connections with customers, leading to greater satisfaction and long-term commitment. 111 It is crucial to maintain fair and transparent pricing strategies to build trust and enhance customer satisfaction. Ensure that the perceived value aligns with the product quality. While competitive pricing is important, it should not come at the expense of perceived quality. Brands should avoid excessively low prices that may raise suspicions about product quality, as well as significantly high prices that might create doubts about the brand’s value proposition. Instead, maintaining balanced pricing that reflects the product’s quality and originality can enhance brand credibility. Customers are also willing to pay more for brands that deliver on quality and originality, so balance affordability with quality to sustain long-term trust and commitment. Additionally, building brand relationships through consistent quality is crucial. Delivering high-quality products that meet or exceed customer expectations, along with direct interactions such as store visits, pop-up events, and firsthand product evaluations, plays a significant role in building trust. Ensuring that products consistently meet consumer expectations in terms of quality, design, and pricing will drive brand loyalty. Brands should also foster a positive overall brand experience, including excellent customer service and a reputable brand image, to enhance customer satisfaction and loyalty. While initial trust can encourage first-time purchases, sustained loyalty depends on continuous positive experiences with the brand. 6.3. Future Research Several areas warrant further exploration to build upon these findings and address current limitations. Firstly, this research focused on major cities in Indonesia, specifically Bandung and Jabodetabek. Future studies could broaden the geographical scope to include a wider range of locations across Indonesia or even extend the investigation to other countries. This would help in understanding regional differences in consumer perceptions and behaviors, making the findings more generalizable. Comparing these results with similar studies in different cultural settings could also provide a broader perspective on brand authenticity and loyalty. Future research should also incorporate perspectives from other key stakeholders such as manufacturers, retailers, and industry experts to provide a more comprehensive understanding of the factors influencing brand authenticity. Additionally, exploring 112 other frameworks for brand authenticity beyond the practical dimensions of product, price, communication, and brand originality used in this study could be beneficial. Frameworks by Bruhn et al. (2012), which include continuity, originality, reliability, and naturalness, Moulard et al. (2016), emphasizing uniqueness, scarcity, longevity, and consistency, and Morhart et al. (2014), highlighting credibility, integrity, and symbolism, offer deeper and more abstract perspectives on brand authenticity. These alternative frameworks capture more intrinsic and philosophical aspects of authenticity, which could provide a richer understanding of brand authenticity, revealing which dimensions resonate most deeply with consumers and influence brand loyalty across different contexts. Future studies should also explore the impact of brand authenticity on broader consumer behaviors and business outcomes, such as consumer attachment, brand resilience during crises, and long-term brand equity. Further, understanding how they ultimately support sustained revenue growth and overall brand success can offer valuable insights for leveraging brand authenticity to enhance long-term business performance. Additionally, investigating brand authenticity in other industries such as fashion, clothing, and leather goods, which are prone to imitation, can help identify unique challenges and opportunities for fostering authenticity. Finally, considering potential moderators like socioeconomic status to understand how different consumer groups perceive and value brand authenticity would provide valuable insights. For example, exploring whether customers with lower socioeconomic status prioritize affordability over authenticity, while customers with higher socioeconomic status places more value on authenticity, can help brands tailor their strategies to meet the varying expectations of different market segments.