社交媒体营销和产品特性对提高印尼消费者满意度和韩国护肤品再购买意愿的作用

Ratih Noviani, Friskila Anugrah, Theresia Inggrid Manangka, Yuniarty
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引用次数: 0

摘要

本研究旨在确定影响韩国护肤品复购意愿的基本因素。研究结果提供了一些有价值的见解。结果显示,促使韩国护肤品消费者再次购买的最重要因素是社交媒体营销、护肤特色产品和消费者满意度。通过非概率抽样和问卷调查,该研究收集了211名居住在雅加达的韩国护肤品用户,这些用户不止一次购买过护肤品。使用结构方程模型(SEM)进行分析,并使用偏最小二乘法(PLS)进行实证检验。这项研究有助于公司和营销人员了解消费者的购买行为,以制定有效的电子商务和营销策略。研究表明,社交媒体营销和产品特性会影响消费者满意度,并促使消费者做出再购买决策。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Role of Social Media Marketing and Product Characteristics on Increasing Consumer Satisfaction and Korean Skincare Products Repurchase Intention in Indonesia
This study was conducted to determine the essential factors that affect the repurchase intentions of a Korean skincare product. The result of the study provides some valuable insights. According to the results, the most important factors which motivate any consumer of Korean skincare products to repurchase are social media marketing, skincare characteristics product, and consumer satisfaction. Using nonprobability sampling and questionnaires, it collected 211 Korean skincare users domiciled in Jakarta and who had more than one purchase. Analyzed using Structural Equation Modeling (SEM) and empirically tested using Partial Least Square (PLS). This study helps companies and marketers to understand consumer buying behaviour to create impactful e-business and marketing strategies. Research shows that social media marketing and product characteristics affect consumer satisfaction and encourage consumers to make repurchase decisions.
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