在忠实的在线护肤品牌中实现产品多样性

JURNAL LENTERA BISNIS Pub Date : 2024-05-15 DOI:10.34127/jrlab.v13i2.1106

Dela Afiyana, A. N. Praswati

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引用次数: 0

摘要

印尼的美容社区很时尚，她们会通过社交媒体分享有关美容和自我保健的信息或技巧。本研究旨在衡量安全感、客户体验和产品多样性对消费者满意度和忠诚度的影响。研究通过向苏腊卡尔塔市的居民和 Sociolla 的顾客发放问卷的方式进行，获得了多达 100 名受访者，然后使用偏最小二乘法（PLS）进行检验，结果发现通过感知安全、客户体验和产品多样性对消费者满意度的直接影响有显著变化。研究结果还显示，客户体验和消费者满意度会对消费者忠诚度产生直接影响。然而，安全感、顾客体验和产品多样性等差异并不影响消费者忠诚度。关键字安全感、顾客体验、产品多样性、顾客忠诚度、顾客满意度

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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PENGARUH PRODUCT DIVERSITY TERHADAP LOYALITAS KONSUMEN SKINCARE ONLINE

The beauty community in Indonesia is trendy, they will share information or tips and tricks about beauty and self-care through social media. This research aims to measure the influence of perceived security, customer experience, and product diversity on consumer satisfaction and loyalty. The study was carried out by distributing questionnaires to the people of Surakarta City and Sociolla customers and obtained as many as 100 respondents, and then processed using partial least squares (PLS) testing so that the results found that there were significant changes in direct influence through perceived security, customer experience and product diversity on consumer satisfaction. The findings also reveal that customer experience and consumer satisfaction can have a direct influence on consumer loyalty. However, differences such as perceived security, customer experience, and product diversity do not influence consumer loyalty. Key words: Perceived Security, Customer Experience, Product Diversity, Customer Loyalty, Customer Satisfaction

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JURNAL LENTERA BISNIS

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