Brand Loyalty and Perceived Value of Skincare Products among College Students’ Purchase Behavior

The fast development of product options, technological breakthroughs, and changing trends in today's dynamic marketplace contributes to the changing needs and preferences of customers frequently. This study explored the relationship between brand loyalty, perceived value, and the purchasing behavior of college students toward skincare products in the Philippines. Data were collected from 120 purposively selected college students in Oroquieta City. Brand Loyalty, Perceived Value of Skincare Products, and College Students’ Purchase Behavior were used as research instruments. Results showed a very high level of brand loyalty and perceived value among respondents, with personal needs and product benefits being the most significant drivers of purchase behavior. A significant relationship was found between both brand loyalty and perceived value with consumer purchase behavior, particularly highlighting benefit perception and repeat purchase as strong predictors. However, emotional attachment and quality perception showed limited influence on certain behavioral dimensions, suggesting that while emotional and perceived value factors play a role, functional product benefits remain central to purchasing decisions. It can be inferred that the functional product benefits and addressing personal consumer needs could drive purchase behavior effectively. While emotional attachment and quality perception contribute marginally, the core of consumer loyalty and repeat purchases lies in delivering clear, tangible value. In this vein, businesses for skincare brands may focus on tangible benefits, satisfaction, and loyalty-building strategies to effectively engage the college demographic and enhance market performance.