The Influence of Influencer Authenticity and Perceived Safety on Customer Retention through Emotional Engagement and Brand Attachment on Emina Products (Case Study of Emina Product Users in Sidoarjo Regency)
DOI:
https://doi.org/10.61536/escalate.v4i4.767Keywords:
Brand Attachment, Customer Retention, Emotional Engagement, Influencer Authenticity, Perceived SafetyAbstract
The growth of the beauty industry in Indonesia and the high tendency of brand switching demonstrate the importance of understanding factors that can retain consumers. This study aims to analyze the influence of influencer authenticity and perceived safety on customer retention through emotional engagement and brand attachment among Emina users in Sidoarjo Regency. The study used an associative quantitative approach with a five-point Likert scale questionnaire. The study population was Emina users in Sukodono and Taman Districts, with 129 respondents selected through purposive sampling. Data were analyzed using descriptive analysis and Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results showed that influencer authenticity significantly influenced emotional engagement, brand attachment, and customer retention. Perceived safety significantly influenced emotional engagement and brand attachment, but not directly on customer retention. Brand attachment mediated both relationships, while emotional engagement did not. In conclusion, brand attachment is a stronger retention mechanism than emotional engagement.
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