The Influence of Market-Based Dynamic Capabilities and Green Product Innovation on Brand Performance: The Mediating Role of Customer-Based Brand Equity in Indonesia's Beauty Industry

This is the raw data for a research titled The Influence of Market-Based Dynamic Capabilities and Green Product Innovation on Brand Performance: The Mediating Role of Customer-Based Brand Equity in Indonesia’s Beauty Industry. Abstract—As the Indonesian beauty industry experiences tremendous growth and a shift in customer behaviour, this study aims to explore the relationship between market-based dynamic capabilities (MBDC), green product innovation (GPI), and brand performance (BP), with a particular focus on the mediating role of customer-based brand equity (CBBE). By adopting the customer’s perspective as the unit of analysis, the research examines how MBDC and GPI translate into value propositions that influence customer perceptions and loyalty. This study employs quantitative research and SEM PLS in data processing. Findings reveal that GPI and directly influences BP, with CBBE playing a significant mediating role. However, MBDC appears to have no direct effect on brand performance. Overall, this research contributes to the technical side of Information Systems, giving a broader perspective of Resource Dependence Theory. This study aims to provide valuable insights for beauty brands to enhance performance in a highly competitive industry landscape.