Antecedent and Consequences of a Brand Equity Beauty Clinic in Indonesia

Abstract

This article explores how brand equity clinic De Votre Peau can mediate the effects of surveillance, social interaction, information sharing, compensation, and entertainment on the intention to return. Research of this kind is quantitative. Purposive sampling was utilized in the sampling technique, with 200 respondents total. According to the study's findings, brand equity is positively and significantly impacted by surveillance, social contact, entertainment, and information exchange. Brand equity is not positively or significantly impacted by compensation. Brand equity, surveillance, entertainment, and information exchange all significantly and favorably influence the intention to return. Social interaction does not significantly and favorably influence the intention to return. Re-visit intention is not significantly and positively impacted by compensation. Through brand equity, surveillance has a good and considerable impact on the inclination to return. Brand equity has the power to block surveillance. Through brand equity, social engagement has a favorable but small impact on re-visit intention. Social contact can be mediated by brand equity. Through brand equity, information sharing has a favorable and considerable impact on the intention to return. Information sharing can be mediated by brand equity. Re-visit intention through brand equity is not positively and significantly influenced by compensation. Brand equity has failed to act as a mediator for compensation. Through brand equity, entertainment has a favorable and considerable impact on the intention to return. Brand equity can mediate entertainment.