Brand Fidelity Gen Z Generation on Halal Cosmetic Brand Through Brand Image, Brand Commitment and Brand Love

Recently, the halal concept has gained increasing attention worldwide. Therefore, halal cosmetics industry players must build consumer loyalty and commitment to the brands they offer. The purpose of this study to empirically evaluate complex consumer emotions represented by brand fidelity, brand love, brand image, and brand commitment, using halal cosmetics as a stimulus. The conceptual model and associated hypotheses were tested with a sample of 140 halal cosmetics consumers. Data collection was carried out by distributing online questionnaires to Generation Z in Central Java. Data were analyzed through partial least squares structural equation modeling. All the proposed hypotheses were positively significant, thus confirming that brand commitment is significantly affected by brand image and brand love. Furthermore, brand love acts as a significant determinant in shaping brand fidelity