Product quality as a mediating variable in repurchase decisions: The case of Indonesian skincare products
-
Author(s)Ana KomariLink to ORCID Index: https://orcid.org/0009-0009-3756-5789
-
DOIhttp://dx.doi.org/10.21511/im.19(3).2023.11
-
Article InfoVolume 19 2023, Issue #3, pp. 123-133
- 590 Views
-
241 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
When buying skincare products, consumers are more concerned with comfort and safety and seek for high-quality items. Indonesian-made skincare products must be of the highest caliber and adhere to all applicable health regulations. This study aims to determine whether product quality can effectively mediate the effects of brand image, customer value, digital marketing, and product quality on repurchase decisions. The study surveyed people using skincare products in the Indonesian city of Surabaya, utilizing a targeted sample of 385 female responders at least 18 years old. According to descriptive statistics, background status significantly affects the decision to repurchase skincare products. Structural equation modeling was then used to examine the data. The results show that product quality mediates the association between brand image and consumer value on decisions to repurchase. However, it does not mediate the relationship between digital marketing and such decisions. Another finding shows that in contrast to digital marketing, brand image and customer value positively influence product quality.
According to the study’s findings, product quality is a strong mediator and one of the factors influencing consumers’ decisions to repurchase. Additionally, the brand image of skincare products, which differ in each product’s features, enhances the consumer’s decision to repurchase.
- Keywords
-
JEL Classification (Paper profile tab)I15, M21, M31
-
References52
-
Tables5
-
Figures1
-
- Figure 1. Research framework
-
- Table 1. Respondent characteristics
- Table 2. Values for the loading factor and AVE
- Table 3. Connections between latent variables
- Table 4. Reliability results
- Table 5. Model fit quality
-
- Amelia, R., & Ayani, S. (2020). Optimization of building brand image towards customer loyalty through customer value and customer retention as intervening variables. Jurnal Ekonomi Bisnis, 26(1), 268-279. (In Indonesian).
- Arnes, R. A., & Toto, R. (2020). The effect of profitability, liquidity, firm size and media exposure on corporate social responsibility disclosure in Indonesian non-banking state-owned enterprises. Russian Journal of Agricultural and Socio-Economic Sciences, 103(7), 140-148.
- Assauri, S. (2018). Marketing management (Basics, concepts & strategies). Depok: PT Raja Grafindo Persada. (In Indonesian).
- Bayu, R., Noor, Y. L., & Diah, K. (2019). Analysis of the effect of brand image, product quality and after-sales service on repurchase decision of Samsung smartphones. Russian Journal of Agricultural and Socio-Economic Sciences, 92(8), 19-32.
- Beneke, J., Flynn, R., Greig, T., & Mukaiwa, M. (2013). The influence of perceived product quality, relative price and risk on customer value and willingness to buy: A study of private label merchandise. Journal of Product & Brand Management, 22(3), 218-228.
- Best, H., & Coney, C. B. (2004). Building marketing strategy. Boston: McGraw-Hill/Irwin.
- Blackwell, D. R., Miniard, P. W., & Engels, J. F. (2015). Consumer behavior. South-Western Collage Pub.
- Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.
- Compas. (2023, May 14). The five best-selling facial care brands in Indonesian e-commerce. (In Indonesian).
- Correa, C., Alarcón, D., & Cepeda, I. (2021). “I am delighted!”: The effect of perceived customer value on repurchase and advocacy intention in B2B express delivery services. Sustainability, 13(11), 6013.
- Coviello, N., Milley, R., & Marcolin, B. (2001). Understanding IT-enabled interactivity in contemporary marketing. Journal of Interactive Marketing, 15(4), 18-33.
- Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230-240.
- Cuong, D. T. (2022). The relationship between product quality, brand image, purchase decision, and repurchase intention. Proceedings of International Conference on Emerging Technologies and Intelligent Systems (pp. 533-545). Springer International Publishing.
- Deepa, E., & Geeta, M. (2021). Digital marketing a catalyst in creating brand image through customer. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(4), 1308-1315.
- Fang, J., Wen, C., George, B., & Prybutok, V. R. (2016). Consumer heterogeneity, perceived value, and repurchase decision-making in online shopping: The role of gender, age, and shopping motives. Journal of Electronic Commerce Research, 17(2), 116-131.
- Fatmalawati, D. S., & Andriana, A. N. (2021). The influence of brand image, price and product quality on interest in repurchasing PT cosmetics. Paragon Technology and Innovation. JMB: Jurnal Manajemen dan Bisnis, 10(1), 177-186. (In Indonesian).
- Fauzi, D. H. F., & Ali, H. (2021). Determination of purchase and repurchase decisions: Product quality and price analysis (Case study on Samsung smartphone consumers in the city of Jakarta). Dinasti International Journal of Digital Business Management, 2(5), 794-810.
- Ghezelbash, S., & Khodadadi, H. (2017). Evaluating the impact of promotion price, product quality, service quality, customer satisfaction and repeating purchase incentives (Case study: Amiran chain stores). The Journal of Internet Banking and Commerce, 22(S8).
- Ginting, Y. M., Sinaga, A. M. R., & Nainggolan, R. D. (2022). Analysis the influence of digital marketing, product differentiation, customer value, digital marketing to purchase decision and repurchase intention of millennial generation at Shopee online shop. Journal of Management & Business, 4(3), 134-153.
- Hair, J. F., William, C. B., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (7th ed.). Pearson Education Limited.
- Hakim, L., Susanti, N., & Ujianto. (2017). Influence of customer relationship management, brand equity, perceived product quality, perceived price on customer value and purchase intention (Studies Philips light bulb in Batam). International Journal of Economics and Finance, 9(7), 122-131.
- Harryani, S. (2017). Customer relationship management influence on customer value, product quality and service quality in improving customer satisfaction and its implication on the customer loyalty. Jurnal Ilmiah Ekonomi Bisnis, 22(2).
- Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behavior: Building marketing strategy (11th ed.). McGraw-Hill/Irwin.
- Ho, M. H. W., & Chung, H. F. (2020). Customer engagement, customer equity and repurchase intention in mobile apps. Journal of Business Research, 121, 13-21.
- Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2), 141-148.
- Ilyas, G. B., Munir, A. R., Tamsah, H., Mustafa, H., & Yusriadi, Y. (2021). The influence of digital marketing and customer perceived value through customer satisfaction on customer loyalty. Journal of Legal, Ethical and Regulatory Issues, 24(S4), 1-14.
- Kartikasari, A., & Albari, A. (2019). The influence of product quality, service quality and price on customer satisfaction and loyalty. Asian Journal of Entrepreneurship and Family Business, 3(1), 49-64.
- Ketut, Y. I. (2018). The role of brand image mediating the effect of product quality on repurchase intention. Russian Journal of Agricultural and Socio-Economic Sciences, 83(11), 172-180.
- Kotler, P. (2020). Marketing management: Analysis, planning, implementation and control. Surabaya: Perdana Printing Arts.
- Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). New Jersey: Pearson Prentice Hall, Inc.
- Kyriazos, T. A., & Stalikas, A. (2018). Applied psychometics: The steps of scale development and standardization process. Psychology, 9(11), 2531-2560.
- Lemeshow, S., Hosmer Jr, D. W., Klar, J., & Lwanga, S. K. (1990). Adequacy of sample size in health studies. New York: World Health Organization.
- Malhotra, N. K., & Birks, D. F. (2007). Marketing research: An applied approach (3rd ed.). Pearson Education Limited.
- Manik, E., Sidharta, I., Coenraad, D. P., Komara, A. T., Satria, R. O., & Riadi, F. (2023). Assessing total quality management and its impact on product quality: A cross-sectional study on textile industries in Bandung, Indonesia. International Journal of Applied Economics, Finance and Accounting, 15(2), 71-79.
- Mowen, J. C., & Minor, M. (2016). Consumer behavior is translated by Dwi Kartika Yahya. Jakarta: Erlangga. (In Indonesian).
- Munisih, S., & Soliha, E. (2015). The influence of product quality on customer value and customer satisfaction and its impact on customer loyalty at Apotek Dela Semarang. In Prosiding Seminar Nasional & Call For Papers. Universitas Stikubank Semarang.
- Nofrialdi, R. (2021). Online shopping behavior model: Determining the factors affecting repurchase intention. Journal of Law, Politic and Humanities, 1(2), 88-97.
- Nurhayati, T., & Hendar, H. (2020). Personal intrinsic religiosity and product knowledge on halal product purchase intention: Role of halal product awareness. Journal of Islamic Marketing, 11(3), 603-620.
- Panjaitan, F. A. B. K. (2019). Sharia banking image in East Java Indonesia: Reviewed from service quality, product quality, and customer value. International Review of Management and Marketing, 9(5), 17-22.
- Prasetya, D. E., & Farida, N. (2021). The influence of brand image and service quality on repurchase intention through customer value as an intervening variable (Study on bus service users of PT. Pahala Kencana, Kudus branch, Kudus department - Jakarta, executive class). Jurnal Ilmu Administrasi Bisnis, 10(1), 697-706. (In Indonesian).
- Riptiono, S. (2020). The deeper of consumer knowledge towards intention to purchase halal food products in Indonesia. Revista ESPACIOS, 41(27), 323-332.
- Sakdiah, H. (2018). The influence of customer value and customer experience on customer satisfaction in influencing repeat purchase decisions (Study on customers of USU BERSAMA stationery and accessories stores). Universitas Sumatera Utara. (In Indonesian).
- Sawicki, A. (2016). Digital marketing. World Scientific News, 48, 82-88.
- Schiffman, L. G., & Kanuk, L. L. (2013). Consumer behavior (8th ed.). New Jersey: Prentice Hall.
- Smith, K. T. (2011). Digital marketing strategies that millennials find appealing, motivating, or just annoying. Journal of Strategic Marketing, 19(6), 489-499.
- Surianto, M., Setiawan, M., Sumiati, S., & Sudjatno, S. (2020). Cause-related marketing campaigns and repurchase intentions: The mediating role of brand awareness, consumer attitude and corporate image. Management Science Letters, 10(14), 3235-3242.
- Sutia, S., Adha, S., & Fahlevi, M. (2019). Why do customers intend to repurchase transportation online in Indonesia? E3S Web of Conferences, 125, 23010.
- Wandoko, W., & Panggati, I. E. (2022). The influence of digital influencer, e-WOM and information quality on customer repurchase intention toward online shop in e-marketplace during pandemic COVID-19: The mediation effect of customer trust. Journal of Relationship Marketing, 21(2), 148-167.
- Wang, C. Y., & Wu, L. W. (2012). Customer loyalty and the role of relationship length. Managing Service Quality: An International Journal, 22(1), 58-74.
- Widyaningrum, H. W., Farida, N., & Prihatini, A. E. (2022). The influence of product quality and digital marketing on brand switching through customer value (Study on former Indihome customers in Semarang city). Jurnal Ilmu Administrasi Bisnis, 11(2), 281-289.
- Woodruff, R. B., & Gardial, S. F. (2006). Know your customer: New approach to understanding customer value and satisfaction (1st ed.). Massachusetts: Blackwell Publishers Inc.
- Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: An empirical study. International Journal of Management Science and Business Administration, 1(5), 69-80.
-
Impact of culture, brand image and price on buying decisions: Evidence from East Java, Indonesia
Sudaryanto Sudaryanto 
,
Imam Suroso ,
Anifatul Hanim ,
Jaloni Pansiri ,
Taskiya Latifatil Umama
doi: http://dx.doi.org/10.21511/im.17(1).2021.11
Innovative Marketing Volume 17, 2021 Issue #1 pp. 130-142 Views: 2664 Downloads: 794 TO CITE АНОТАЦІЯThe marketing strategy phenomenon improves significantly, narrowing from a general to a specific cultural ethnicity base and from variable to dimension analysis. This study examines the impact of culture, brand image and price on buying decisions. The study population comprised retail consumers in the sampled area of Situbondo, East Java, Indonesia. A multi-stage sampling technique was used to derive a sample of 112 respondents as a primary data source – descriptive statistics allows for the demographic characteristics of retail consumers in East Java, Indonesia. Surprisingly, the data showed that gender involvement in buyer decision-making was dominant. Most retail customers were identified as private-sector employees and indicated for higher income earners. Responses were then analyzed using multiple linear regressions to answer the research hypotheses. The results showed that Hofstede’s culture dimension and the brand image and price significantly affected consumer buying decisions at retail stores in East Java, Indonesia. Regarding the strength of Islamic culture in East Java, price was the primary consideration in buying decisions. Further research, preferably using ethnographic approaches with an emphasis on qualitative research, is needed to investigate the implications of these relationships.
Acknowledgment
We would like to thank the Research Centre (LP2M) of University of Jember, East Java, Indonesia, for their support and funding. We also want to thank Rusdiyanto, a Ph.D. student from the Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia, for his helpful discussions and contributions. -
Mobile apps in retail: Effect of push notification frequency on app user behavior
Atilla Wohllebe ,
Dirk-Siegfried Hübner ,
Uwe Radtke ,
Szilárd Podruzsik
doi: http://dx.doi.org/10.21511/im.17(2).2021.10
Innovative Marketing Volume 17, 2021 Issue #2 pp. 102-111 Views: 2343 Downloads: 892 TO CITE АНОТАЦІЯPush notifications are a core functionality of mobile apps and allow app publishers to interact with existing app users and send promotional content. Since every push notification can also interrupt or annoy app users, the frequency of push notifications is a critical success factor. This study investigates how different frequencies of push notifications affect the behavior of app users of mobile apps in retail. In an experiment with 17,500 app users, five different frequencies are tested over seven weeks, and the effects on real observed app user behavior are analyzed. The results show that as the frequency of the non-personalized push notifications increases, uninstalls increase, and the direct open rate of push notifications decreases. A significant influence on indirect opens cannot be proven. The results provide practitioners with important insights into the potential harm that a too high frequency of push notifications can cause. Furthermore, the results support the importance of relevant content tailored to the respective user.
-
The evaluation of content effectiveness within online and offline marketing communications of an enterprise
Ievgenii Ugolkov ,
Oleh Karyy ,
Oleksandr Skybinskyi ,
Olena Ugolkova ,
Volodymyr Zhezhukha
doi: http://dx.doi.org/10.21511/im.16(3).2020.03
The article aims to investigate the role and features of the content and test proposed indicators for evaluating its effectiveness within the marketing enterprise communications with the client using Internet technologies. The differences between traditional content communications and content communications using unifying content have been presented. Based on review of scientific works and statistic data and results of the studies, a system of indicators for evaluating the level of content supply cost-effectiveness is proposed: average cost of attracting one user of website, coefficient of lead generation of the Internet website, average cost of attracting one lead, content effectiveness ratio, average purchase in consequence of content supply, profit from the sale of goods in consequence of content supply, profitability of using the Internet marketing tools. This system of indicators allows monitoring of content effectiveness at key stages of enterprise-customer interaction. The proposed indicators of content effectiveness were tested on two leading enterprises in the field of water purification and water supply in Ukraine: “ZIKO Company” and “BWT Ukraine”. It was concluded that only a high quality of content supply could provide an enterprise with a high level of customer conversion and significant visibility of its website in different search engines.
