The Brand Loyalty Determinants of Indonesian Local Beauty Product Customers: Is it mediated by Customer Satisfaction and moderated by Brand Trust?
Abstract
The purpose of this study is to investigate the impact of customer satisfaction mediators and brand trust moderators on brand loyalty among customers of a local beauty product in Indonesia. Researchers wanted to know how to boost customer loyalty to a local beauty product user in Indonesia. This study employed primary data collected via an online survey utilizing a Google form, with respondents chosen using purposive sampling. This study's respondents were women, with a total of 116 respondents aged 18-35 years who utilized a local beauty product in Indonesia. The Structural Equation Model (SEM) was used in this work as a research approach. According to the study's findings, utilitarian value and brand image directly and positively affect consumer satisfaction. Furthermore, brand image and customer satisfaction have a strong direct and positive impact on brand loyalty, and customer satisfaction can buffer the relationship between brand image and brand loyalty. While utilitarian value has no effect on brand loyalty, customer satisfaction cannot mitigate the association between utilitarian value and brand loyalty. Finally, the moderating influence of brand trust cannot affect the link between consumer pleasure and brand loyalty.
Keywords
Full Text:
PDFReferences
Abbas, U., Islam, K. M. A., Hussain, S., Baqir, M., & Muhammad, N. 2021. Impact of Brand Image on Customer Loyalty With the Mediating Role of Customer Satisfaction and Brand Awareness. International Journal of Marketing Research Innovation, 5(1), 1–15.
Ayu Nitasari, S., & Gst Kt Gd Suasana, I. A. 2021. Effect of Utilitarian and Hedonic Value on Starbucks Coffee Customer Satisfaction in Denpasar, Bali, Indonesia. American Journal of Humanities and Social Sciences Research, 5, 53–57.
Bae, J.-H., & Jeon, H.-M. 2022. Exploring the Relationships among Brand Experience, Perceived Product Quality, Hedonic Value, Utilitarian Value, and Brand Loyalty in Unmanned Coffee Shops during the COVID-19 Pandemic. Sustainability (Switzerland), 14(18), 1–16.
Bae, S., Jung, T. H., Moorhouse, N., Suh, M., & Kwon, O. 2020. The influence of mixed reality on satisfaction and brand loyalty in cultural heritage attractions: A brand equity perspective. Sustainability (Switzerland), 12(7).
Bernarto, I., Purwanto, A., & Masman, R. R. 2022. The Effect of Perceived Risk, Brand Image and Perceived Price Fairness on Customer Satisfaction. Jurnal Manajemen, 26(1), 35–50.
Chang, W. J. 2021. Experiential marketing, brand image and brand loyalty: a case study of Starbucks. British Food Journal, 123(1), 209–223.
Chen, S. C., Chung, K. C., & Tsai, M. Y. 2019. How to achieve sustainable development of mobile payment through customer satisfaction-The SOR model. Sustainability (Switzerland), 11(22), 1–16.
Cuong, D. T., & Long, N. T. 2020. The Impact of Service Quality and Brand Image on Customer satisfaction and Behavioral intention in Vietnam fashion Market. Engineering & Management, 83, 389–398.
Dam, S. M., & Dam, T. C. 2021. Relationships between Service Quality , Brand Image , Customer Satisfaction , and Customer Loyalty. Journal of Asian Finance, 8(3), 585–593.
Evelina, T. Y., Kusumawati, A., Nimran, U., & Sunarti. 2020. The influence of utilitarian value, hedonic value, social value, and perceived risk on customer satisfaction: Survey of E-commerce customers in indonesia. Business: Theory and Practice, 21(2), 613–622.
Ghozali, I. 2016. Aplikasi Analisis Multivariate dengan Program SPSS Semarang, 8th ed. Badan Penerbit Universitas Diponegoro.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. 2017. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks. Sage, 165.
Henseler, J., Ringle, C., & Sinkovics, R. 2009. The use of partial least squares path modeling in international marketing. Emerald Group Publishing Limited, 20, 277–319.
Heskiano, Yanuar, T., & Hilmy, M. R. 2020. Social Media Marketing Relations, Brand Awareness to Brand Loyalty Through The Brand Image. Journal of Multidisciplinary Academic, 4(4), 208–214.
Huang, C. C. 2017. The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915–934.
Jamal, S., & Sultan, K. 2021. Impact of Brand Loyalty on Customer Satisfaction (An Empirical Analysis of Clothing Brands). Turkish Journal of Computer and Mathematics Education, 12(10), 7085–7093.
Jin, X., & Xu, F. 2020. Examining the factors influencing user satisfaction and loyalty on paid knowledge platforms. Aslib Journal of Information Management, 73(2), 254–270.
Jung, J., Kim, S. J., & Kim, K. H. 2020. Sustainable marketing activities of traditional fashion market and brand loyalty. Journal of Business Research, 120(August 2019), 294–301.
Kataria, S., & Saini, V. 2020. The mediating impact of customer satisfaction in relation of brand equity and brand loyalty: An empirical synthesis and re-examination. South Asian Journal of Business Studies, 9(1), 62–87.
Khalikussabir, & Waris, A. 2021. The Impact of Utilitarian Value, Hedonic Value, and Brand Image of Modern Coffee Shop City of Malang on Customer Satisfaction. Jurnal Ekonomi & Bisnis JAGADITHA, 8(2), 172–178.
Kim, H. L., & Hyun, S. S. 2019, The relationships among perceived value, intention to use hashtags, eWOM, and brand loyalty of air travelers. Sustainability (Switzerland), 11(22)
Kock, N. 2017. Common method bias: A full collinearity assessmentmethod for PLS-SEM. In Partial Least Squares Path Modeling: Basic Concepts, Methodological Issues and Applications.
Le, M. T. H. 2020. The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing - ESIC, 25(1), 156–180.
Lee, S., & Kim, D.-Y. 2017. The effect of hedonic and utilitarian value on satisfaction and loyalty of Airbnb users. Contemporary Hospitality Management, 34(1), 1–47.
Lee, V., Park, S., & Lee, D. 2022. The Effect of E-commerce Service Quality Factors on Customer Satisfaction, Purchase Intention, and Actual Purchase in Uzbekistan. Global Business and Finance Review, 27(3), 56–74.
Mehmood, K. K., & Hanaysha, J. 2015. The Strategic Role of Hedonic Value and Utilitarian Value in Building Brand Loyalty: Mediating Effect of Customer Satisfaction Drivers of Purchase Decision and Customer Retention in Retail Industry View project The Strategic Role of Hedonic Value and Util. Pakistan Journal of Social Sciences (PJSS), 35(2), 1025–1036.
Mulyawati, I., Nugroho, N., Kusumapradja, R., & Ruswanti, E. 2020. Marketing Mix , Brand Image of Permata Keluarga Hospital Towards Brand Loyalty , Trust Intervening. 9(8), 156–163.
Pranata, A., Syah, T. Y. R., & Anindita, R. 2020. Interpersonal Trust Impact on Moderate Customer Satisfaction by Product Quality and Brand Image. Journal of Multidisciplinary Academic, 4(1), 34–41.
Rahi, S., Ghani, M. A., & Ngah, A. H. 2020. Factors propelling the adoption of internet banking : the role of e- customer service , website design , brand image ... Related papers. Int. J. Business Information Systems, 33(4), 549–569.
Sai Vijay, T., Prashar, S., & Sahay, V. 2019. The influence of online shopping values and web atmospheric cues on e-loyalty: Mediating role of e-satisfaction. Journal of Theoretical and Applied Electronic Commerce Research, 14(1), 1–15.
Saputra, D., & Margaretha, S. 2020. The Effect of Consumer-Based Brand Equity on Customer Satisfaction and Brand Loyalty in the Coffee Bean & Tea Leaf or Maxx Coffee. 115, 293–298.
Sari, A. N., & Maftukhah, I. 2019. The Influence of Utilitarian Value and Hedonical Values on Customer Loyalty through Customer Satisfaction. Management Analysis Journal, 8(2), 146–155.
Setiawan, B., & Patricia, E. 2022. the Role of Brand Reliability and Brand Intention in Mediating the Relationship Between Customer Satisfaction and Brand Loyalty. Aplikasi Ekonomi Akuntansi Dan Bisni, 4(1), 1–14.
Shin, S. K. S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. 2019. Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective. Current Journal of Applied Science and Technology, November, 1–17.
Song, H. J., Wang, J. H., & Han, H. 2019. Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79, 50–59.
DOI: http://dx.doi.org/10.33087/ekonomis.v8i1.1650
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Ekonomis: Journal of Economics and Business Published by Lembaga Penelitian dan Pengabdian kepada Masyarakat |
