From Belonging to Buying: The Dual Role of Community Participation and Attachment in Building Brand Loyalty Among Cosmetics Consumers in Indonesia

Abstract

This study examines the influence of community participation and community attachment on brand loyalty among members of online brand communities of local cosmetics brands on the island of Java, Indonesia. Employing a descriptive-verificative research design with a quantitative approach, data were collected from a proportional sample of registered community members selected through purposive sampling. Data were analysed using Structural Equation Modelling (SEM) with IBM SPSS AMOS. Findings reveal that community participation, community attachment, and brand loyalty are all perceived at high levels among the respondents. Both community participation and community attachment exert a positive and significant influence on brand loyalty, with the structural model demonstrating excellent goodness-of-fit. The two constructs function as complementary and mutually reinforcing loyalty drivers, with community commitment and identity emerging as the dominant attachment mechanisms, and peer-based knowledge sharing as the primary participatory pathway to loyalty. These results confirm that cultivating active participation and emotional attachment within online brand communities is a strategic imperative for local cosmetics brands seeking to build sustainable loyalty in Indonesia's competitive digital beauty market.