The Influence of Brand Trust and Satisfaction towards Consumer Loyalty of a Local Cosmetic Products Brand X among Generation Z
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Published
31 January 2023
Keywords:
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brand trust, consumer loyalty, consumer satisfaction, generation z, local cosmetic products
Abstract
The increasing demand for cosmetic products during the Covid-19 pandemic has encouraged companies to increase consumer trust and satisfaction so that consumers remain loyal to one brand, including a well-known local cosmetic product brand. This study aims to analyze the influence of brand trust and satisfaction towards consumer loyalty of a local cosmetic products brand X among generation Z. This study used a cross-sectional study design. Three hundred and eighteen respondents were collected by voluntary sampling. Data were collected through Google Forms online questionnaire and processed Structural Equation Modeling. The results showed that gender, age, education, and monthly income were positively and significantly related to brand trust. Age, monthly income, frequency of purchasing local cosmetic brand X, types of local cosmetic brand X products purchased, and duration of use of local cosmetic brand X products have a positive and significant relationship with consumer loyalty. The results of the SEM show that brand trust positively and significantly influences consumer satisfaction and loyalty. In addition, consumer satisfaction positively and significantly influences consumer loyalty. The lack of consumer confidence in the materials used by brand X in production indicates that consumer literacy regarding products still needs to improve.
References
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Biesok, G., & Wyród-Wróbel, J. (2011). Customer satisfaction — Meaning and methods of measuring customer. Marketing and Logistic Problems in the Management of Organization, Wydawnictwo Akademii Techniczno-Humanistycznej W Bielsku-Białej, Bielsko-Biała, 1(6), 23–41.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Chiu, C. M., Wang, E. T. G., Fang, Y. H., & Huang, H. Y. (2012). Understanding customers’ repeat purchase intentions in B2C e-commerce: The roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85–114. https://doi.org/10.1111/j.1365-2575.2012.00407.x
Darma, M., Effendi, S., & Juari, A. (2018). Pengaruh citra merek dan kepuasan pelanggan terhadap loyalitas pelanggan kosmetik [Effect of brand image and customer satisfaction on cosmetic customer loyalty]. Riset Sains Manajemen/ Management Science Research, 2(1), 1–8. https://doi.org/10.5281/zenodo.1236827
Delgado-Ballester, E., & Munuera-Aleman, J. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 1238–1258. https://doi.org/10.1108/EUM0000000006475
Delgado-Ballester, E., & Munuera-Aleman, J. (2005). Does brand trust matter to brand equity? Journal of Product and Brand Management, 14(3), 187–196. https://doi.org/10.1108/10610420510601058
Dennisa, E. A., & Santoso, S. B. (2016). Analisis pengaruh kualitas produk, kualitas layanan, dan citra merek terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening (Studi pada Klinik Kecantikan Cosmedic Semarang) [analysis of the effect of product quality, service quality, and brand image on customer loyalty through customer satisfaction as an intervening variable (Study at Cosmedic Beauty Clinic Semarang)]. Diponegoro Journal of Management, 5(3), 1–13. http://ejournal-s1.undip.ac.id/index.php/dbr
Dewi, M. (2017). Pengaruh kepercayaan merek terhadap loyalitas konsumen pada produk kosmetik Pixy (Studi kasus pada Mahasiswi Universitas Samudra) [The effect of brand trust on consumer loyalty to Pixy cosmetic products (Case study at Samudra University students)]. Jurnal Manajemen Dan Keuangan, 6(2), 749–759. https://doi.org/10.33059/jmk.v6i2.681
Dewi, N. K., Andri, G., & Yonaldi, S. (2012). Pengaruh iklan, citra merek, dan kepuasan konsumen terhadap loyalitas konsumen dalam menggunakan Vaseline Hand and Body Lotion di Kota Padang (Studi kasus di PT. Unilever Cabang Padang) [The effect of advertising, brand image, and consumer satisfaction on consumer loyalty in using Vaseline Hand and Body Lotion in Padang City (Case study at PT. Unilever Padang Branch)]. Jurnal Manajemen dan Kewirausahaan/ Journal of Management and Entrepreneurship, 3(2), 11–29.
Dinillah, F. I., Gunawan, J., & Sinansari, P. (2021). Penggunaan augmented reality dan perilaku konsumen dalam berbelanja kosmetik selama pandemi Covid-19 [The use of augmented reality and consumer behavior in shopping for cosmetics during the Covid-19 pandemic]. Jurnal Sains dan Seni ITS, 10(1), D95–D101. https://doi.org/10.12962/j23373520.v10i1.60520
Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191–198. https://doi.org/10.1086/383434
Erwin, E., & Sitinjak, T. J. R. (2017). Kontribusi kualitas jasa, kepercayaan, dan kepuasan konsumen dalam menciptakan loyalitas konsumen [Contribution of service quality, trust, and customer satisfaction in creating customer loyalty]. Business Management Journal, 13(2), 133–150. https://doi.org/10.30813/bmj.v13i2.916
Fajarini, A., & Meria, L. (2020). Pengaruh kualitas pelayanan terhadap kepercayaan dan loyalitas pelanggan dimediasi kepuasan pelanggan (Studi kasus Klinik Kecantikan Beauty Inc) [The effect of service quality on customer trust and loyalty is mediated by customer satisfaction (Case study of Beauty Clinic Beauty Inc.)]. JCA of Economics and Business, 1(2), 481–491.
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Authors
Djamaludin M. D., & Fahira A. (2023). The Influence of Brand Trust and Satisfaction towards Consumer Loyalty of a Local Cosmetic Products Brand X among Generation Z. Journal of Consumer Sciences, 8(1), 27-44. https://doi.org/10.29244/jcs.8.1.27-44
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