Increase brand loyalty through brand benefits on domestic products in Indonesia
DOI:
https://doi.org/10.15549/jeecar.v9i5.1059Keywords:
Brand Loyalty, Brand Benefit, Cosmetic, SkincareAbstract
This study aims to analyze the effect of brand benefits in increasing brand loyalty of domestic products in Indonesia, a study on users of Indonesian domestic skincare products. A quantitative approach was used in the research, by distributing a comprehensive questionnaire and literature. The number of samples obtained was 200 people and Structural Equation Modeling was used in the data analysis technique. The results of the study show that the description of brand benefits and brand loyalty is quite high and brand benefits have an effect on brand loyalty. The dimension of brand benefit that contributes the most is emotional benefit, while the dimension of brand benefit that contributes the least and needs to be improved is social benefit.
References
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Grafström, A., & Käck, H. (2020). Environmental Certifications in the Office Segment: Does the Swedish Market Reward Certified Properties with a Higher Price?.
Granitz, N., & Forman, H. (2015). Building self-brand connections: Exploring brand stories through a transmedia perspective. Journal of brand management, 22(1), 38-59. DOI: 10.1057/bm.2015.1
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Joelle, R. M. (2016). Brand Loyalty in Cosmetic Products Among Women Perception: Brand “Wardah”. In 2016 International Conference on Education.
Kalaimani, N., & Sowmiya, A. Brand Loyalty Of Cosmetic Products Among Youths In Tirupur City.
Kasper, H. (1988). On problem perception, dissatisfaction and brand loyalty. Journal of Economic Psychology, 9(3), 387-397. DOI: 10.1016/0167-4870(88)90042-6
Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
Kemenperin. (2019). Direktori Perusahaan Industri. Retrieved December 30, 2019, from https://kemenperin.go.id/direktori-perusahaan?what=kosmetik&prov=0
Keshtidar, M., Sahebkaran, M., Talebpour, M., & Kalashi, M. (2018). Investigating the effect of brand identity and character on brand loyalty of football team fans. International Journal of Sport Management and Marketing, 18(1-2), 105-115. DOI: 10.1504/IJSMM.2018.091344
Khraim, H. S. (2011). The influence of brand loyalty on cosmetics buying behavior of UAE female consumers. International Journal of Marketing Studies, 3(2), 123. DOI: 10.5539/ijms.v3n2p123
Khundyz, Z. (2018). Retracted: The Influence Factors of Brand Loyalty: Mobile Phone Industry. American Journal of Industrial and Business Management, 8(6), 1624-1633. DOI: 10.4236/ajibm.2018.86108
Kim, S. S., Choe, J. Y. J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320-329. DOI:10.1016/j.jdmm.2018.03.006
Kim, S., Lee, J. S., & Kwon, K. D. (2013). An Effect Relationship Analysis Among Brand Benefits, Brand Charisma and Repurchasing Intents in Co-brand. Journal of the Korea Academia-Industrial cooperation Society, 14(9), 4248-4257. DOI:10.5762/KAIS.201314.9.4248
Kurto?lu, R., & Sönmez, A. T. (2016). Marka ?maji Ve Marka Faydasinin Marka Sadakati Ve Pozitif A?izdan A?iza ?leti?im ( Wom ) Üzerindeki Etkisi The Effect Of Brand Image And Brand Utility On Brand Loyalty And Positive Word Of Mouth ( Wom ). The Journal of Faculty of Economics and Administrative Sciences, 21(4), 1127–1138.
Kotler, P., & Keller, K. L. (2012). Marketing Management: Philip Kotler, Kevin Lane Keller. Pearson.
Kotler, P., & Keller, K. L. (2016). A framework for marketing management (p. 352). Boston, MA: Pearson.
L’Oréal. (2019). Annual Report 2019 - L’Oréal. Retrieved from https://www.loreal-finance.com/en/annual-report-2019/cosmetics-market-2-1-0/
Lei, S., & Chu, L. (2015). Brand equity, consumer satisfaction and brand loyalty: An empirical study of luxury fashion brands consumption in china. The International Journal of Business & Management, 2(11), 22-27.
Levy, S. J. (1959). Symbols for Sale,'Harvard Business Review, 37 (July-August), 117-124.(1981). Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior," Journal of Marketing, 45, 49-61. DOI: 10.2307/1251541
Lin, J., Lobo, A., & Leckie, C. (2017). Green brand benefits and their influence on brand loyalty. Marketing Intelligence & Planning. DOI: 10.1108/MIP-09-2016-0174
Lynch, J., & De Chernatony, L. (2004). The power of emotion: Brand communication in business-to-business markets. Journal of Brand management, 11(5), 403-419. DOI:10.1057/palgrave.bm.2540185
Maderer, D., Holtbruegge, D., & Woodland, R. (2016). The impact of brand associations on brand loyalty in the football industry: A comparison of fans from developed and emerging football markets. Sport, Business and Management: An International Journal. DOI: 10.1108/SBM-06-2016-0026
Man, Q., & Rahman, J. M. (2019). The impact of cosmetics industry social media marketing on brand loyalty: Evidence from chinese college students. Academy of Marketing Studies Journal, 23(2).
Marketeers. (2016). Indonesia Jadi Pasar Terbesar Produk Skin Care Dunia. Retrieved November 8, 2019, from https://marketeers.com/indonesia-jadi-pasar-terbesar-produk-skin-care-dunia/
Marketingstat. (2018). What is Brand Benefit? Retrieved June 10, 2019, from http://www.marketingstat.com/what-is-the-brand-benefit/
Markplus.inc. (2020). ZAP Beauty Index 2020. Retrieved from https://zapclinic.com/zapbeautyindex
Mwai, L. K., Muchemi, A. W., & Ndungu, C. W. (2015). Analysis of brand loyalty in cosmetic products: a case of selected salons in Nyeri town. Journal of Economics and Sustainable Development, 6(4), 210-219.
Nurfadilah, P. S. (2018). Perempuan Indonesia Pilih Produk Kecantikan dari Korea, Bagaimana dengan Label Halal. Jakarta: Kompas. com.
Orth, U. R., & De Marchi, R. (2007). Understanding the relationships between functional, symbolic, and experiential brand beliefs, product experiential attributes, and product schema: advertising-trial interactions revisited. Journal of Marketing Theory and Practice, 15(3), 219-233. DOI: 10.2753/MTP1069-6679150303
Petzer, D., Mostert, P., Kruger, L. M., & Kuhn, S. (2014). The dimensions of brand romance as predictors of brand loyalty among cell phone users. South African Journal of Economic and Management Sciences, 17(4), 457-470. DOI: 10.4102/sajems.v17i4.721
Porto, R. B., Oliveira-Castro, J. M. D., & Seco-Ferreira, D. C. (2011). What consumers say and do: planned and actual amounts bought in relation to brand benefits. The service industries journal, 31(15), 2559-2570. DOI:10.1080/02642069.2011.529607
Rajaguru, R. (2016). Role of value for money and service quality on behavioural intention: A study of full service and low cost airlines. Journal of Air Transport Management, 53, 114-122. DOI:10.1016/j.jairtraman.2016.02.008
Reichheld, F. F., & Sasser Jr, W. E. (1990). Zero defections: quality comes to services. Harvard business review, 68(5), 105-111.
Romniuk, N., & Nenycz-Thiel, M. (2013). Behavioral brand loyalty and consumer brand association. Journal of Business Research, 66(1), 67-72. DOI:10.1016/j.jbusres.2011.07.024
Ruslim, T. S., Widjaja, H., & Andrew, R. (2018). Pengaruh Brand Evaluation, Satisfaction, Dan Trust Terhadap Brand Loyalty Lipstik Vxxx Di Fakultas Ekonomi Universitas Tarumanagara. Tim Reviewer, 9.
Sangeetha, M. S., & Rani, K. J. (2017). A study on the brand loyalty towards skin care products with reference to Chennai. International Journal in Management & Social Science, 5(8), 282-286.
Schade, M., Piehler, R., Müller, A., & Burmann, C. (2018). How cities can attract highly skilled workers as residents: the impact of city brand benefits. Journal of Product & Brand Management. DOI: 10.1108/JPBM-10-2017-1605
Schiffman, K. (2011). Hansen. Consumer Behaviour, A European Outlook.
Schiffman, L. G., & Wisenblit, J. (2015). Consumer Behavior (11th, glob ed.).
Shabbir, M. Q., Khan, A. A., & Khan, S. R. (2017). Brand loyalty brand image and brand equity: the mediating role of brand awareness. International journal of innovation and applied studies, 19(2), 416.
Sharma, A., Bhola, S., Malyan, S., & Patni, N. (2013). Impact of brand loyalty on buying behavior of women consumers for beauty care products-Delhi region. Global Journal of Management and Business Studies, 3(7), 817-824.
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2022-11-05
How to Cite
Dirgantari, P. D., Yusary, S. ., Wibowo, L. A. ., Hidayat, Y. M. ., Soegoto , E. S. ., Mahphoth, M. H., & Martha, J. A. . (2022). Increase brand loyalty through brand benefits on domestic products in Indonesia. Journal of Eastern European and Central Asian Research (JEECAR), 9(5), 802–814. https://doi.org/10.15549/jeecar.v9i5.1059
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