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Trust and Perceived Value as Strategic Drivers in Indonesia Omnichannel Beautypreneurship

Aptisi Transactions on Technopreneurship (ATT) · Vol. 8 No. 2 (2026) · pp. 443–454

DOI
10.34306/att.v8i2.738
ISSN
2656-8888, 2655-8807
Published
2026-04-08
Publisher
Pandawan
Language
en
License
creativecommons.org/licenses/by/4.0

Abstract

This study aims to analyse the factors influencing customer loyalty within the omnichannel skincare ecosystem, focusing on the role of online trust, customer satisfaction, and repurchase intention. A quantitative approach was employed, utilizing a survey method involving 233 respondents who had purchased skincare products through various channels (both online and offline). Data analysis was conducted using Structural Equation Modeling (SEM) with LISREL to examine the relationships among variables within the developed conceptual model. The findings indicate that perceived product quality and perceived risk significantly influence perceived value, whereas price perception does not directly impact consumers' perceived value. Additionally, online trust plays a crucial role in enhancing customer satisfaction but does not directly influence repurchase intention. Conversely, repurchase intention is the primary factor shaping customer loyalty, whereas customer satisfaction does not have a direct effect on loyalty. These findings emphasize that customer loyalty is not solely dependent on satisfaction but is more closely linked to repurchase intensity, which is influenced by trust and positive omnichannel shopping experiences. The implications of this study highlight the importance of customer experience-based marketing strategies, including product quality enhancement, information transparency, responsive customer service, and the implementation of loyalty programs to encourage repurchase intention. By understanding the key factors driving loyalty within the omnichannel ecosystem, skincare companies can design more effective marketing strategies to enhance customer retention and strengthen competitiveness in an increasingly dynamic market.

Keywords

Collaboration network of the authors

40 authors · 84 co-authorship links · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • IPB University
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Hartoyo HartoyoAffiliation unknown3
Fauziah EddyonoIPB University2
Dudung DarusmanIPB University2
Tutut SunarmintoIPB University2
Dominicus Savio PriyarsonoAffiliation unknown2
Eko SusetyonoAffiliation unknown2
Anggraini SukmawatiAffiliation unknown2
Enny KristianiIPB University2
Asep SaefuddinIPB University2
Putri PuspitasariAffiliation unknown2
Muh. Darmin Ahmad PellaIPB University1
Arief DaryantoIPB University1
KirbrandokoIPB University1
Jono Mintarto MunandarIPB University1
Indriana LaksmiIPB University1
Arif Imam SurosoIPB University1
Trukan Sri BahukelingAffiliation unknown1
Agus BuonoAffiliation unknown1
Rita NurmalinaAffiliation unknown1
Elika SetiawatyAffiliation unknown1
Liza Agustina Maureen NellohAffiliation unknown1
Aman WirakartakusumahAffiliation unknown1
So-Hyun JooAffiliation unknown1
Istiharini IstihariniAffiliation unknown1
Terra Saptina MaulaniAffiliation unknown1
Sophia BernadetteAffiliation unknown1
Engle Cleopatra S. ShahAffiliation unknown1
Eglee Ortega FernandezAffiliation unknown1
Bustanul ArifinAffiliation unknown1
Herry PurnomoAffiliation unknown1
JOHANNES W WAHONOAffiliation unknown1
BAMBANG DWI WIJANARKOAffiliation unknown1
Ma'mun SarmaAffiliation unknown1
Christria PutriAffiliation unknown1
Bagus SartonoIPB University1
Febriandi RahmatullohAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://att.aptisi.or.id/index.php/att/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">Trust and Perceived Value as Strategic Drivers in Indonesia Omnichannel Beautypreneurship</dc:title>
	<dc:creator xml:lang="en">Alexandrina, Elke</dc:creator>
	<dc:creator xml:lang="en">Sumarwan, Ujang</dc:creator>
	<dc:creator xml:lang="en">Yuliati, Lilik Noor</dc:creator>
	<dc:creator xml:lang="en">Nurhayati, Popong</dc:creator>
	<dc:subject xml:lang="en">Customer Loyalty</dc:subject>
	<dc:subject xml:lang="en">Omnichannel</dc:subject>
	<dc:subject xml:lang="en">Online Trust</dc:subject>
	<dc:subject xml:lang="en">Customer Satisfaction</dc:subject>
	<dc:subject xml:lang="en">Repurchase Intention</dc:subject>
	<dc:description xml:lang="en">This study aims to analyse the factors influencing customer loyalty within the omnichannel skincare ecosystem, focusing on the role of online trust, customer satisfaction, and repurchase intention. A quantitative approach was employed, utilizing a survey method involving 233 respondents who had purchased skincare products through various channels (both online and offline). Data analysis was conducted using Structural Equation Modeling (SEM) with LISREL to examine the relationships among variables within the developed conceptual model. The findings indicate that perceived product quality and perceived risk significantly influence perceived value, whereas price perception does not directly impact consumers' perceived value. Additionally, online trust plays a crucial role in enhancing customer satisfaction but does not directly influence repurchase intention. Conversely, repurchase intention is the primary factor shaping customer loyalty, whereas customer satisfaction does not have a direct effect on loyalty. These findings emphasize that customer loyalty is not solely dependent on satisfaction but is more closely linked to repurchase intensity, which is influenced by trust and positive omnichannel shopping experiences. The implications of this study highlight the importance of customer experience-based marketing strategies, including product quality enhancement, information transparency, responsive customer service, and the implementation of loyalty programs to encourage repurchase intention. By understanding the key factors driving loyalty within the omnichannel ecosystem, skincare companies can design more effective marketing strategies to enhance customer retention and strengthen competitiveness in an increasingly dynamic market.</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2026-04-08</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://att.aptisi.or.id/index.php/att/article/view/738</dc:identifier>
	<dc:identifier>10.34306/att.v8i2.738</dc:identifier>
	<dc:source xml:lang="en">Aptisi Transactions on Technopreneurship (ATT); Vol. 8 No. 2 (2026): July; 443-454</dc:source>
	<dc:source xml:lang="id">Aptisi Transactions On Technopreneurship (ATT); Vol 8 No 2 (2026): July; 443-454</dc:source>
	<dc:source>2656-8888</dc:source>
	<dc:source>2655-8807</dc:source>
	<dc:source>10.34306/att.v8i2</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://att.aptisi.or.id/index.php/att/article/view/738/468</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Elke Alexandrina, Ujang Sumarwan, Lilik Noor Yuliati, Popong Nurhayati</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>