The influence of Brand Identification, Self-Expressiveness, and Experience on Repurchase Intention among Consumers of Beauty Clinic Services in Batam
DOI:
https://doi.org/10.32832/jm-uika.v16i1.17507Keywords:
Brand Identification, Brand Love, Experience, Satisfaction, Self Expresiveness, Repurchase IntentionAbstract
This study aims to analyze and identify the factors influencing repeat purchase intention in beauty clinic services in Batam. Data for the study were collected through questionnaires distributed to 444 consumers who have experienced beauty clinic services in Batam. The analysis method applied was Structural Equation Modeling - Partial Least Squares (SEM-PLS), which was used to test the validity and reliability of the data and to evaluate the relationships between variables. Demographic data were processed using Statistical Program for Social Science (SPSS). The results of the study indicate varying influences between the variables examined in the beauty clinic services in Batam. Brand identification was found not to have a significant effect on brand love. In contrast, brand love had a significant influence on satisfaction. The experience gained by consumers also had a significant effect on brand love. Furthermore, the satisfaction experienced by consumers positively and significantly influenced repurchase intention. Self-expressiveness also showed a significant influence on brand love. This research reveals that brand love plays a crucial role as a mediator in the relationship with repurchase intention. The findings also suggest that beauty clinics in Batam should focus on developing brand love and positive experiences for consumers. The implications of this study recommend that beauty clinics in Batam prioritize strengthening brand identification and enhancing customer experience in order to increase satisfaction and customer loyalty. This research provides valuable insights for marketing strategies and service development in the beauty industry in Batam
References
Agustina, S., & Keni, K. (2019). Brand Image Dan Self-Expressive Untuk Memprediksi Word Of Mouth: Brand Love Sebagai Mediasi. Jurnal Manajerial Dan Kewirausahaan, 1(1). https://doi.org/10.24912/jmk.v1i1.2793
Anabir, H. (2023). The impact of brand love and brand satisfaction in developping online repurchase intention: Literature review. International Journal of Financial Accountability, Economics, Management, and Auditing, 5(3), 300–307.
Angelika, F., & Setiawan, S. (2020). Pengaruh self-expressive brand terhadap e-loyalty dan e-wom dengan mediasi brand love pada e-commerce SOCIOLLA. Journal of Accounting and Business Studies, 5(2), 19–37.
Bigne, E., Andreu, L., Perez, C., & Ruiz, C. (2020). Brand love is all around: loyalty behaviour, active and passive social media users. Current Issues in Tourism, 23(13), 1613–1630. https://doi.org/10.1080/13683500.2019.1631760
Büyükdağ, N., & Kitapci, O. (2021). Antecedents of consumer-brand identification in terms of belonging brands. Journal of Retailing and Consumer Services, 59(October 2020). https://doi.org/10.1016/j.jretconser.2020.102420
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295–336.
Chin, W. W., Chinn, W. W., & Chin, W. W. (1998). The partial least squares approach to structural equation modelling. In Marcoulides G. A. (Ed.). Modern Methods for Business Research, 295(2), 295–336.
Ding, Y., Tu, R., Xu, Y., & Park, S. K. (2022). Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love. Frontiers in Psychology, 13(August), 1–16. https://doi.org/10.3389/fpsyg.2022.968722
Diyanti, S., Yuliniar, Y., & Suharyati, S. (2021). Customer Experience, Kepuasan Pelanggan Dan Repurchase Intention Pada E-Commerce Shopee. Prosiding Konferensi Riset Nasional Ekonomi, Manajemen, Dan Akuntansi, 2, 677–689.
Ferreira, P., Rodrigues, P., & Rodrigues, P. (2019). Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand. Management and Marketing, 14(3), 278–291. https://doi.org/10.2478/mmcks-2019-0020
F., & Octavia, A. (2022). Dampak E-Service Quality, E-Trust Dan Persepsi Resiko Terhadap Repurchase Intention Yang Dimediasi E-Satisfaction Dalam Menggunakan Aplikasi E-Commerce Dimasa Pandemic Covid-19 Di Kota Jambi. Jurnal Manajemen Terapan Dan Keuangan, 11(03), 602–515. https://doi.org/10.22437/jmk.v11i03.15332
Fornell, C., & f. larcke, D. (1981). Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50.
Hafiz, G. P., & Maulida, Z. A. (2023). The Impact of Brand Love, Customer Satisfaction, and Word of Mouth on Cosmetic Purchase Intention. Indikator: Jurnal Ilmiah Manajemen Dan Bisnis, 7(1), 59. https://doi.org/10.22441/indikator.v7i1.17107
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, J., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
Hasibuan, L. (2022). Industri Kecantikan Tahan Krisis, Laris Manis Meski Pandemi. In CNBC Indonesia (pp. 1–1). https://www.cnbcindonesia.com/lifestyle/20221104104902-33-385138/industri-kecantikan-tahan-krisis-laris-manis-meski-pandemi
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hsu, C. L. (2023). Enhancing brand love, customer engagement, brand experience, and repurchase intention: Focusing on the role of gamification in mobile apps. Decision Support Systems, May, 114020. https://doi.org/10.1016/j.dss.2023.114020
IZZUDIN, M. S., & NOVANDARI, W. (2018). The Effect Of Perceived Quality, Brand Image On Customer Satisfaction And Brand Awareness Toward Repurchase Intention. Journal of Research in Management, 1(3). https://doi.org/10.32424/jorim.v1i3.44
Khamwon, A., & Pornsrimate, K. (2018). Conceptual Analysis of Brand Love in Online Brand Community. Journal of Business Administration and Accountancy, 2(1), 18.
Munwaroh, U. L., & Riptiono, S. (2021). Analisis Pengaruh Cafe Atsmosphere, Kualitas Pelayanan dan Customer Experience Terhadap Repurchase Intention Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 3(5), 1030–1046. https://doi.org/10.32639/jimmba.v3i5.952
Pandiangan, S. M. T., Resmawa, I. N., Simanjuntak, O. D. P., Sitompul, P. N., & Jefri, R. (2021). Effect of E-Satisfaction on Repurchase Intention in Shopee User Students. Budapest Internation Research and Critics Institute-Journal, 4(4), 7785–7791. https://doi.org/10.33258/birci.v4i4.2697
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879.
Purwianti, L. (2019). Peran Mediasi Perceived Usefulness Dalam Platform C2C E-Commerce. Jurnal Manajemen Dan Pemasaran Jasa, 12(2), 237–252. https://doi.org/10.25105/jmpj.v12i2.3718
Purwianti, L., & Fionna, F. (2023). Analisa pengaruh social media marketing activity terhadap brand loyalty dengan mediasi brand awareness, brand trust, dan brand love. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 6(2), 373–384. https://doi.org/10.36407/jmsab.v6i2.1105
Putra, E. Y. (2021). Instant Shopping – Millennial User in Batam City During Covid-19 Pandemic Services. Jurnal Riset Bisnis Dan Manajemen, 1–6. https://doi.org/10.23969/jrbm.v14i2.3558
Putra, E. Y., & Pane, M. P. (2022). Analysis Of Factors Affecting Brand Loyalty On Cosmetic Products In Batam. International Journal of Social Science and Religion (IJSSR), 231–250. https://doi.org/10.53639/ijssr.v3i3.84
Putra, Y. E., & Chou, V. (2022). Analisis Purchase Intention Layanan Streaming Online Di Kota Batam Pada Masa Pandemi Covid-19. Jurnal Manajemen, 16(2), 286–298. https://fe.ummetro.ac.id/ejournal/index.php/JM/article/view/1083
Sajjanit, C. (2021). Engaging Customers on Twitter : The Role of Brand Identification and Brand Love. 9(6), 572–584.
Sarjana, N. P. N., Farida, N., & Hermani, A. (2022). Pengaruh Servicescape dan Perceived Value terhadap Repurchase Intention melalui Customer Satisfaction (pada Restoran Hello Taichan Kota Surakarta). Jurnal Ilmu Administrasi Bisnis, 11(3), 567–575. https://doi.org/10.14710/jiab.2022.34865
D., & Alversia, Y. (2020). How Self-Expressive Brands Influence Brand Love and Brand Advocacy: A Study on Social Media. GATR Journal of Management and Marketing Review, 5(3), 188–196. https://doi.org/10.35609/jmmr.2020.5.3(7)
Sohaib, M., Mlynarski, J., & Wu, R. (2023). Building Brand Equity: The Impact of Brand Experience, Brand Love, and Brand Engagement—A Case Study of Customers’ Perception of the Apple Brand in China. Sustainability (Switzerland), 15(1). https://doi.org/10.3390/su15010746
Suetrong, P., Pires, G. D., & Chen, T. (2018). Conceptualising the effect of brand love on consumers’ repurchase intentions for consumer products. Global Business and Economics Review, 20(2), 213–230. https://doi.org/10.1504/GBER.2018.090073
Sukma, M., & Riptiono, S. (2022). Pengaruh Transaction Convenience, Coupon Sales Promotion, dan Perceived Value terhadap Repurchase Intention dengan Customer Satisfaction sebagai Variabel Intervening. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 4(1), 131–153. https://doi.org/10.32639/jimmba.v4i1.69
Syahidah, H. (2023). Bagaimana Laju Industri Kecantikan Saat Ini? In Lodi. https://lodi.id/2023/07/06/bagaimana-laju-industri-kecantikan-saat-ini/
Tuškej, U., & Podnar, K. (2018). Exploring selected antecedents of consumer–brand identification: The nature of consumer’s interactions with product brands. Baltic Journal of Management, 13(4), 451–470. https://doi.org/10.1108/BJM-08-2017-0268
Vania, A., & Putri, K. A. S. (2020). Peran Brand Love sebagai Mediasi Hedonic Product dan Self-Expressive Brand Terhadap Brand Loyalty. Jurnal Bisnis Dan Manajemen, 7(2), 133–144. https://doi.org/10.26905/jbm.v7i2.4696
Widiasuari, R. I. A. P., & Sukaatmadja, I. P. G. (2021). the Role of Brand Love Mediates the Influence of Brand Experience and Self Expressive Brand on Brand Loyalty: a Case Study on Starbucks Consumers in Denpasar. Russian Journal of Agricultural and Socio-Economic Sciences, 114(6), 182–189. https://doi.org/10.18551/rjoas.2021-06.20
Winarto, M. R. A., & Widyastuti. (2021). Pengaruh Brand Image dan Brand Love Terhadap Repurchase Intention (Studi Kasus pada Konsumen Produk Gucci di Surabaya). Nomicpedia : Journal of Economics and Business Innovation, 1(2), 102–110. https://journal.inspirasi.or.id/nomicpedia/article/view/65
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jurnal Manajemen
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
