品牌喜爱、顾客满意、口碑对化妆品购买意愿的影响

Gilang Pratama Hafiz, Zahwa Arsyi Maulida
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引用次数: 1

摘要

本研究旨在探讨品牌喜爱、顾客满意和口碑对Luxcrime化妆品购买意愿的影响。本研究的贡献,可望在市场营销管理的理论/科学层面增加资讯,并为化妆品行业提供优质服务。本研究的主要数据是通过问卷调查的方式收集的,共有260名受访者居住在Jabodetabek,他们购买过Luxcrime品牌的化妆品,并且使用过该产品一次以上。本研究使用的数据分析技术是偏最小二乘结构方程模型。本研究的结果表明,七个假设中有六个被接受,而品牌形象不影响品牌爱。为了使品牌营销更有效,营销人员需要意识到公司的情感成分。此外,为化妆品品牌实现最高水平的品牌喜爱可以成为长期成功的创新。对于进一步的研究,研究人员可以从印度尼西亚研究地点的人口统计数据扩展研究。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Impact of Brand Love, Customer Satisfaction, and Word of Mouth on Cosmetic Purchase Intention
This study was conducted to explore The Impact of Brand Love, Customer Satisfaction and Word of Mouth on Luxcrime Cosmetics Purchase Intention. The contribution of this research is expected to be able to add information at the theoretical/scientific level of marketing management and also provide an increase in Service Excellent in the cosmetic industry sector. Primary data in this study were collected through questionnaires with a total of 260 respondents who live in Jabodetabek and have purchased Luxcrime brand cosmetic products and used this product more than once. The data analysis technique used by researchers in this study is partial least squares structural equation modeling. The results of this study indicate that six of the seven proposed hypotheses are accepted, while Brand Image cannot affect Brand Love. To make brand marketing more effective, marketers need to be aware of the emotional component of the company. In addition, achieving the highest level of brand love for a cosmetic brand can be an innovation for long-term success. For further research, researchers can expand research both from the demographics of research locations in Indonesia.
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