Determinant Factors of Skincare Brand Loyalty Among Generation Z in Jakarta

Skin care has become one of the most important needs of women, and the beauty industry continues to innovate, offering beauty products for men and children. The purpose of this study is to analyze the effect of brand love, mediated by self-esteem and normative influence, on brand loyalty to the Maybelline brand. Quantitative methods are used in this study and Smart PLS 4.0 is used in the analysis. In this study, the sample size was 98 respondents. Data collection techniques in iterative search use sampling techniques. The research results show that the significant effects are brand love on brand loyalty, brand love on self-esteem, brand love on normative influence, brand love on brand loyalty mediated by self-esteem, and brand love on the susceptibility of brand loyalty to normative influence.