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.本数据集为一项题为《市场导向动态能力与绿色产品创新对品牌绩效的影响——印尼美妆行业中基于顾客的品牌权益的中介作用》的研究的原始数据。 摘要：随着印尼美妆行业实现爆发式增长且消费者行为发生显著转变，本研究旨在探讨市场导向动态能力（Market-Based Dynamic Capabilities，MBDC）、绿色产品创新（Green Product Innovation，GPI）与品牌绩效（Brand Performance，BP）之间的内在关联，重点聚焦基于顾客的品牌权益（Customer-Based Brand Equity，CBBE）的中介传导作用。本研究以消费者视角作为分析单元，考察市场导向动态能力与绿色产品创新如何转化为影响顾客感知与顾客忠诚的价值主张。本研究采用定量研究范式，并通过偏最小二乘结构方程模型（SEM PLS）开展数据处理工作。研究结果显示，绿色产品创新对品牌绩效具有直接正向影响，基于顾客的品牌权益在此过程中发挥了显著的中介作用；然而市场导向动态能力对品牌绩效并未表现出直接影响。总体而言，本研究为信息系统领域的技术研究维度提供了学术贡献，并拓展了资源依赖理论的研究视角。本研究旨在为美妆品牌在高度竞争的行业格局中提升经营绩效提供具有实践参考价值的理论洞见。