The Impact of Micro Community Marketing and Brand Engagement on Consumer Loyalty: The Moderating Role of Brand Trust in Glad2Glow Skincare Products in Medan City

Ardianta Rabu, September 02, 2026
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FORMOSA NEWS

Brand Trust and Digital Communities Drive Skincare Consumer Loyalty in Medan

Micro community marketing strategies and active consumer engagement are primary drivers of long-term customer retention in the competitive beauty industry. A scientific study published in June 2026 by Nindya Azzahra, Endang Sulistya Rini, and Beby Karina Fawzeea Sembiring from Universitas Sumatera Utara reveals that micro community marketing and brand engagement significantly enhance brand trust and consumer loyalty among Glad2Glow skincare users in Medan City, Indonesia. Conducted between March and June 2026 among 160 respondents, the research demonstrates that brand trust serves as a critical psychological bridge transforming digital interactions and community participation into repeat purchases and brand commitment.

The rapid growth of the skincare market in Indonesia has intensified competition among domestic and international beauty brands, forcing companies to move beyond traditional mass advertising. Modern skincare consumers increasingly rely on online reviews, peer recommendations, and interactive brand communities rather than static promotional campaigns. Despite active community marketing efforts, preliminary surveys among Glad2Glow users in Medan revealed that over 50 percent of consumers expressed uncertainty about continuing product use or recommending the brand to others. Understanding how micro community interactions and brand engagement build trust is essential for skincare companies seeking long-term commercial sustainability in dynamic digital markets.

To examine these consumer dynamics, the research team from Universitas Sumatera Utara conducted a quantitative study using an explanatory research design. Data collection took place in Medan City from March to June 2026 through structured questionnaires distributed to 160 active users of Glad2Glow skincare products. The sample was selected using purposive sampling based on specific criteria: respondents were required to reside in Medan, be at least 17 years old, and have used Glad2Glow products for a minimum of three months. The researchers analyzed the data using Partial Least Squares-Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0 software to evaluate indicator validity, path coefficients, structural relationships, and mediating mechanisms.

Statistical analysis produced key empirical insights into consumer behavior and brand loyalty formation:

Micro Community Marketing Builds Trust and Loyalty: Targeted community marketing activities exert a positive and significant effect on brand trust (path coefficient $\beta = 0.262$; $t = 3.101$; $p = 0.000$) and consumer loyalty ($\beta = 0.270$; $t = 3.257$; $p = 0.001$). Interactive discussions and educational content within digital groups effectively reassure skincare users.

  • Brand Engagement Serves as the Top Trust Predictor: Consumer interaction with the brand positively influences brand trust ($\beta = 0.402$; $t = 4.729$; $p = 0.000$) and consumer loyalty ($\beta = 0.180$; $t = 2.155$; $p = 0.000$). Brand engagement is the strongest single predictor of brand trust in the structural model ($f^2 = 0.161$).
  • Direct Influence of Brand Trust on Loyalty: Brand trust exerts the strongest direct positive effect on consumer loyalty ($\beta = 0.320$; $t = 4.234$; $p = 0.000$).
  • Mediating Mechanism of Brand Trust: Brand trust significantly mediates the relationship between micro community marketing and consumer loyalty ($\beta = 0.084$; $t = 2.333$; $p = 0.020$), as well as the link between brand engagement and consumer loyalty ($\beta = 0.129$; $t = 3.145$; $p = 0.000$).
  • Model Explanatory Capacity: The proposed model accounts for 35.6 percent of the variance in brand trust ($R^2 = 0.356$) and 41.8 percent of the variance in consumer loyalty ($R^2 = 0.418$), demonstrating moderate predictive power.

These findings present valuable strategic guidance for beauty brand managers, digital marketing strategists, and enterprise leaders. Marketers cannot rely solely on superficial online engagement; instead, they must cultivate deep brand trust through transparent ingredient communications, consistent product performance, and authentic user reviews. Managing responsive digital communities on platforms such as TikTok and Instagram allows companies to turn casual buyers into dedicated brand advocates, ensuring commercial resilience in crowded retail environments.

Highlighting the pivotal role of consumer confidence in digital marketing, the research team from Universitas Sumatera Utara emphasized that trust turns engagement into lasting loyalty. "Community-based marketing strategies and consumer engagement activities operate far more effectively in fostering long-term loyalty when companies consistently reinforce brand trust through reliable product quality and transparent communication," stated Nindya Azzahra and her co-authors.

Author Profiles

  1. Nindya Azzahra, S.E.: Lead researcher and alumnus of Universitas Sumatera Utara, specializing in Marketing Management, Digital Marketing, and Consumer Behavior.
  2. Prof. Dr. Endang Sulistya Rini, S.E., M.Si.: Professor and senior lecturer at Universitas Sumatera Utara, with expertise in Marketing Management, Brand Strategy, and Consumer Psychology.
  3. Dr. Beby Karina Fawzeea Sembiring, S.E., M.Si.: Lecturer and researcher at Universitas Sumatera Utara, focusing on Marketing Management, Customer Relationship Management, and Business Strategy.

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