Main Article Content
Abstract
Cosmetic products are growing from time to time. In addition to the high demand, the development of products that use natural ingredients is a factor in the community's high demand for cosmetic products. However, there has recently been a decline in brand selection for cosmetic products, so it is essential to identify the predictors that result from it. This study aims to analyze the role of brand experience and service quality in influencing customer engagement with the Wardah Cosmetics brand. This study used a quantitative design. Data were collected by distributing online questionnaires to 220 randomly selected respondents domiciled in Java and surrounding areas. The questionnaires distributed met the validity and reliability tests through piloting previous studies. All collected data were analyzed using SmartPLS version 3.2.9 with a significance level of 95% (p<0,05). This finding obtained the productive age between 20 and 25 dominating among respondents domiciled in Yogyakarta. Confirmation of the hypothesis found that brand experience and love influence customer engagement directly and indirectly in significant direction. This indicates that this factor determines the younger generation's high interest in cosmetic surgery.
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Article Details
Copyright (c) 2023 Muhammad Hafidh, Muchsin Muthohar
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
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- Albert, N. and Merunka, D. (2013) ‘The role of brand love in consumer‐brand relationships’, Journal of Consumer Marketing, 30(3), pp. 258–266. Available at: https://doi.org/10.1108/07363761311328928.
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- Aro, K., Suomi, K. and Saraniemi, S. (2018) ‘Antecedents and consequences of destination brand love — A case study from Finnish Lapland’, Tourism Management, 67, pp. 71–81. Available at: https://doi.org/10.1016/j.tourman.2018.01.003.
- Bagozzi, R.P., Batra, R. and Ahuvia, A. (2017) ‘Brand love: development and validation of a practical scale’, Marketing Letters, 28(1), pp. 1–14. Available at: https://doi.org/10.1007/s11002-016-9406-1.
- Bairrada, C.M., Coelho, F. and Coelho, A. (2018) ‘Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities’, European Journal of Marketing, 52(3/4), pp. 656–682. Available at: https://doi.org/10.1108/EJM-02-2016-0081.
- Batra, R., Ahuvia, A. and Bagozzi, RP (2012) 'Brand Love', Journal of Marketing, 76(2), pp. 1–16. Available at: https://doi.org/10.1509/jm.09.0339.
- Brakus, J.J., Schmitt, B.H. and Zarantonello, L. (2019) ‘Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?’, Journal of Marketing, 73(3), pp. 52–68. Available at: https://doi.org/10.1509/jmkg.73.3.52.
- Carroll, B.A. and Ahuvia, A.C. (2006) ‘Some antecedents and outcomes of brand love’, Marketing Letters, 17(2), pp. 79–89. Available at: https://doi.org/10.1007/s11002-006-4219-2.
- Chairunnisa, A. and Ruswanti, E. (2023) ‘The Impact of Customer Engagement on Brand Loyalty: The Mediation Roles of Brand Attachment and Customer Trust’, Jurnal Multidisiplin Madani, 3(4), pp. 789–801. Available at: https://doi.org/10.55927/mudima.v3i4.2603.
- Chang, C.-W., Huang, H.-C., Wang, S.-J. and Lee, H. (2021) ‘Relational bonds, customer engagement, and service quality’, The Service Industries Journal, 41(5–6), pp. 330–354. Available at: https://doi.org/10.1080/02642069.2019.1611784.
- Chang, W.-J., Liao, S.-H., Chung, Y.-C. and Chen, H.-P. (2020) ‘Service quality, experiential value and repurchase intention for medical cosmetology clinic: moderating effect of Generation’, Total Quality Management & Business Excellence, 31(9–10), pp. 1077–1097. Available at: https://doi.org/10.1080/14783363.2018.1463156.
- Cleff, T., Lin, I.C. and Walter, N. (2014) ‘Can You Feel It ? – The Effect of Brand Experience on Brand Equity’, The IUP Journal of Brand Management, 6(2), pp. 9–27.
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- Do, Q.H., Kim, T.Y. and Wang, X. (2023) ‘Effects of logistics service quality and price fairness on customer repurchase intention: The moderating role of cross-border e-commerce experiences’, Journal of Retailing and Consumer Services, 70, p. 103165. Available at: https://doi.org/10.1016/j.jretconser.2022.103165.
- Evelina, L.W. and Safitri, Y. (2019) ‘Customer Experience Bali Natural Beauty Care Through Social Media’, in 2019 International Conference on Information Management and Technology (ICIMTech). IEEE, pp. 82–86. Available at: https://doi.org/10.1109/ICIMTech.2019.8843757.
- Gómez-Suárez, M., Martínez-Ruiz, M.P. and Martínez-Caraballo, N. (2017) ‘Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review’, Frontiers in Psychology, 8, p. 252. Available at: https://doi.org/10.3389/fpsyg.2017.00252.
- Helme-Guizon, A. and Magnoni, F. (2019) ‘Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?’, Journal of Marketing Management, 35(7–8), pp. 716–741. Available at: https://doi.org/10.1080/0267257X.2019.1599990.
- Husain, R., Paul, J. and Koles, B. (2022) ‘The role of brand experience, brand resonance and brand trust in luxury consumption’, Journal of Retailing and Consumer Services, 66, p. 102895. Available at: https://doi.org/10.1016/j.jretconser.2021.102895.
- Iglesias, O., Markovic, S. and Rialp, J. (2019) ‘How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy’, Journal of Business Research, 96, pp. 343–354. Available at: https://doi.org/10.1016/j.jbusres.2018.05.043.
- Islam, J.U., Hollebeek, L.D., Rahman, Z., Khan, I. and Rasool, A. (2019) ‘Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences’, Journal of Retailing and Consumer Services, 50, pp. 277–285. Available at: https://doi.org/10.1016/j.jretconser.2019.05.018.
- Khan, I. and Rahman, Z. (2015) ‘Brand experience anatomy in retailing: An interpretive structural modeling approach’, Journal of Retailing and Consumer Services, 24, pp. 60–69. Available at: https://doi.org/10.1016/j.jretconser.2015.02.003.
- Kumar, V., Rajan, B., Gupta, S. and Pozza, I.D. (2019) ‘Customer engagement in service’, Journal of the Academy of Marketing Science, 47(1), pp. 138–160. Available at: https://doi.org/10.1007/s11747-017-0565-2.
- Langner, T., Bruns, D., Fischer, A. and Rossiter, J.R. (2016) ‘Falling in love with brands: a dynamic analysis of the trajectories of brand love’, Marketing Letters, 27(1), pp. 15–26. Available at: https://doi.org/10.1007/s11002-014-9283-4.
- Maghfiroh, M. and Indrarini, R. (2022) ‘Halal Label and Product Quality: Case Study Wardah Cosmetic Product Purchase Decision’, Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam, 6(2), p. 41. Available at: https://doi.org/10.31332/lifalah.v6i2.1919.
- Meeprom, S. and Chancharat, S. (2022) ‘Building Health and Wellness Service Experience Extension: A Case Study of Bangkok, Thailand’, Sustainability, 14(18), p. 11691. Available at: https://doi.org/10.3390/su141811691.
- Merrilees, B. (2016) ‘Interactive brand experience pathways to customer-brand engagement and value cocreation’, Journal of Product & Brand Management, 25(5), pp. 402–408. Available at: https://doi.org/10.1108/JPBM-04-2016-1151.
- Ong, C.H., Lee, H.W. and Ramayah, T. (2018) ‘Impact of brand experience on loyalty’, Journal of Hospitality Marketing & Management, 27(7), pp. 755–774. Available at: https://doi.org/10.1080/19368623.2018.1445055.
- Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985) ‘A Conceptual Model of Service Quality and Its Implications for Future Research’, Journal of Marketing, 49(4), p. 41. Available at: https://doi.org/10.2307/1251430.
- Prentice, C., Chen, P.-J. and King, B. (2013) ‘Employee performance outcomes and burnout following the presentation-of-self in customer-service contexts’, International Journal of Hospitality Management, 35, pp. 225–236. Available at: https://doi.org/10.1016/j.ijhm.2013.06.007.
- Prentice, C., Wang, X. and Loureiro, S.M.C. (2019) ‘The influence of brand experience and service quality on customer engagement’, Journal of Retailing and Consumer Services, 50, pp. 50–59. Available at: https://doi.org/10.1016/j.jretconser.2019.04.020.
- Rossmann, A. and Wilke, T. (2017) ‘Building Brand Love: A Dynamic Capabilities Approach’, Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI), P-272(Dc), pp. 135–146.
- Suntikul, W. and Jachna, T. (2016) ‘The cocreation/place attachment nexus’, Tourism Management, 52, pp. 276–286. Available at: https://doi.org/10.1016/j.tourman.2015.06.026.
- van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P. and Verhoef, P.C. (2010) ‘Customer Engagement Behavior: Theoretical Foundations and Research Directions’, Journal of Service Research, 13(3), pp. 253–266. Available at: https://doi.org/10.1177/1094670510375599.
- Wang, X., Cheng, M., Li, S. and Jiang, R. (2023) ‘The interaction effect of emoji and social media content on consumer engagement: A mixed approach on peer-to-peer accommodation brands’, Tourism Management, 96, p. 104696. Available at: https://doi.org/10.1016/j.tourman.2022.104696.
References
Adnyana, I.M.D.M. (2021) ‘Populasi dan Sampel’, in M. Darwin (ed.) Metode Penelitian Pendekatan Kuantitatif. 1st edn. Bandung: CV. Media Sains Indonesia, pp. 103–116.
Adnyana, IMDM and Sudaryati, N.L.G. (2022) 'The potency of green education-based blended learning in biology students at the Hindu University of Indonesia', Bio-Inoved: Jurnal Biologi-Inovasi Pendidikan, 4(1), pp. 1–9. Available at: https://doi.org/10.20527/bino.v4i1.11047.
Albert, N. and Merunka, D. (2013) ‘The role of brand love in consumer‐brand relationships’, Journal of Consumer Marketing, 30(3), pp. 258–266. Available at: https://doi.org/10.1108/07363761311328928.
Alexandris, K., Dimitriadis, N. and Markata, D. (2022) ‘Can perceptions of service quality predict behavioral intentions? An exploratory study in the hotel sector in Greece’, Managing Service Quality: An International Journal, 12(4), pp. 224–231. Available at: https://doi.org/10.1108/09604520210434839.
Aro, K., Suomi, K. and Saraniemi, S. (2018) ‘Antecedents and consequences of destination brand love — A case study from Finnish Lapland’, Tourism Management, 67, pp. 71–81. Available at: https://doi.org/10.1016/j.tourman.2018.01.003.
Bagozzi, R.P., Batra, R. and Ahuvia, A. (2017) ‘Brand love: development and validation of a practical scale’, Marketing Letters, 28(1), pp. 1–14. Available at: https://doi.org/10.1007/s11002-016-9406-1.
Bairrada, C.M., Coelho, F. and Coelho, A. (2018) ‘Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities’, European Journal of Marketing, 52(3/4), pp. 656–682. Available at: https://doi.org/10.1108/EJM-02-2016-0081.
Batra, R., Ahuvia, A. and Bagozzi, RP (2012) 'Brand Love', Journal of Marketing, 76(2), pp. 1–16. Available at: https://doi.org/10.1509/jm.09.0339.
Brakus, J.J., Schmitt, B.H. and Zarantonello, L. (2019) ‘Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?’, Journal of Marketing, 73(3), pp. 52–68. Available at: https://doi.org/10.1509/jmkg.73.3.52.
Carroll, B.A. and Ahuvia, A.C. (2006) ‘Some antecedents and outcomes of brand love’, Marketing Letters, 17(2), pp. 79–89. Available at: https://doi.org/10.1007/s11002-006-4219-2.
Chairunnisa, A. and Ruswanti, E. (2023) ‘The Impact of Customer Engagement on Brand Loyalty: The Mediation Roles of Brand Attachment and Customer Trust’, Jurnal Multidisiplin Madani, 3(4), pp. 789–801. Available at: https://doi.org/10.55927/mudima.v3i4.2603.
Chang, C.-W., Huang, H.-C., Wang, S.-J. and Lee, H. (2021) ‘Relational bonds, customer engagement, and service quality’, The Service Industries Journal, 41(5–6), pp. 330–354. Available at: https://doi.org/10.1080/02642069.2019.1611784.
Chang, W.-J., Liao, S.-H., Chung, Y.-C. and Chen, H.-P. (2020) ‘Service quality, experiential value and repurchase intention for medical cosmetology clinic: moderating effect of Generation’, Total Quality Management & Business Excellence, 31(9–10), pp. 1077–1097. Available at: https://doi.org/10.1080/14783363.2018.1463156.
Cleff, T., Lin, I.C. and Walter, N. (2014) ‘Can You Feel It ? – The Effect of Brand Experience on Brand Equity’, The IUP Journal of Brand Management, 6(2), pp. 9–27.
Darwin, M., Mamondol, M.R., Sormin, S.A., Nurhayati, Y., Tambunan, H., Sylvia, D., Adnyana, IMDM, Prasetiyo, B., Vianitati, P. and Gebang, A.A. (2021) Quantitative approach research method. 1st edn. Edited by T.S. Tambunan. Bandung: CV Media Sains Indonesia.
Dhillon, R., Agarwal, B. and Rajput, N. (2021) ‘Determining the impact of experiential marketing on consumer satisfaction: A case of India’s luxury cosmetic industry’, Innovative Marketing, 17(4), pp. 62–74. Available at: https://doi.org/10.21511/im.17(4).2021.06.
Do, Q.H., Kim, T.Y. and Wang, X. (2023) ‘Effects of logistics service quality and price fairness on customer repurchase intention: The moderating role of cross-border e-commerce experiences’, Journal of Retailing and Consumer Services, 70, p. 103165. Available at: https://doi.org/10.1016/j.jretconser.2022.103165.
Evelina, L.W. and Safitri, Y. (2019) ‘Customer Experience Bali Natural Beauty Care Through Social Media’, in 2019 International Conference on Information Management and Technology (ICIMTech). IEEE, pp. 82–86. Available at: https://doi.org/10.1109/ICIMTech.2019.8843757.
Gómez-Suárez, M., Martínez-Ruiz, M.P. and Martínez-Caraballo, N. (2017) ‘Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review’, Frontiers in Psychology, 8, p. 252. Available at: https://doi.org/10.3389/fpsyg.2017.00252.
Helme-Guizon, A. and Magnoni, F. (2019) ‘Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?’, Journal of Marketing Management, 35(7–8), pp. 716–741. Available at: https://doi.org/10.1080/0267257X.2019.1599990.
Husain, R., Paul, J. and Koles, B. (2022) ‘The role of brand experience, brand resonance and brand trust in luxury consumption’, Journal of Retailing and Consumer Services, 66, p. 102895. Available at: https://doi.org/10.1016/j.jretconser.2021.102895.
Iglesias, O., Markovic, S. and Rialp, J. (2019) ‘How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy’, Journal of Business Research, 96, pp. 343–354. Available at: https://doi.org/10.1016/j.jbusres.2018.05.043.
Islam, J.U., Hollebeek, L.D., Rahman, Z., Khan, I. and Rasool, A. (2019) ‘Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences’, Journal of Retailing and Consumer Services, 50, pp. 277–285. Available at: https://doi.org/10.1016/j.jretconser.2019.05.018.
Khan, I. and Rahman, Z. (2015) ‘Brand experience anatomy in retailing: An interpretive structural modeling approach’, Journal of Retailing and Consumer Services, 24, pp. 60–69. Available at: https://doi.org/10.1016/j.jretconser.2015.02.003.
Kumar, V., Rajan, B., Gupta, S. and Pozza, I.D. (2019) ‘Customer engagement in service’, Journal of the Academy of Marketing Science, 47(1), pp. 138–160. Available at: https://doi.org/10.1007/s11747-017-0565-2.
Langner, T., Bruns, D., Fischer, A. and Rossiter, J.R. (2016) ‘Falling in love with brands: a dynamic analysis of the trajectories of brand love’, Marketing Letters, 27(1), pp. 15–26. Available at: https://doi.org/10.1007/s11002-014-9283-4.
Maghfiroh, M. and Indrarini, R. (2022) ‘Halal Label and Product Quality: Case Study Wardah Cosmetic Product Purchase Decision’, Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam, 6(2), p. 41. Available at: https://doi.org/10.31332/lifalah.v6i2.1919.
Meeprom, S. and Chancharat, S. (2022) ‘Building Health and Wellness Service Experience Extension: A Case Study of Bangkok, Thailand’, Sustainability, 14(18), p. 11691. Available at: https://doi.org/10.3390/su141811691.
Merrilees, B. (2016) ‘Interactive brand experience pathways to customer-brand engagement and value cocreation’, Journal of Product & Brand Management, 25(5), pp. 402–408. Available at: https://doi.org/10.1108/JPBM-04-2016-1151.
Ong, C.H., Lee, H.W. and Ramayah, T. (2018) ‘Impact of brand experience on loyalty’, Journal of Hospitality Marketing & Management, 27(7), pp. 755–774. Available at: https://doi.org/10.1080/19368623.2018.1445055.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985) ‘A Conceptual Model of Service Quality and Its Implications for Future Research’, Journal of Marketing, 49(4), p. 41. Available at: https://doi.org/10.2307/1251430.
Prentice, C., Chen, P.-J. and King, B. (2013) ‘Employee performance outcomes and burnout following the presentation-of-self in customer-service contexts’, International Journal of Hospitality Management, 35, pp. 225–236. Available at: https://doi.org/10.1016/j.ijhm.2013.06.007.
Prentice, C., Wang, X. and Loureiro, S.M.C. (2019) ‘The influence of brand experience and service quality on customer engagement’, Journal of Retailing and Consumer Services, 50, pp. 50–59. Available at: https://doi.org/10.1016/j.jretconser.2019.04.020.
Rossmann, A. and Wilke, T. (2017) ‘Building Brand Love: A Dynamic Capabilities Approach’, Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI), P-272(Dc), pp. 135–146.
Suntikul, W. and Jachna, T. (2016) ‘The cocreation/place attachment nexus’, Tourism Management, 52, pp. 276–286. Available at: https://doi.org/10.1016/j.tourman.2015.06.026.
van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P. and Verhoef, P.C. (2010) ‘Customer Engagement Behavior: Theoretical Foundations and Research Directions’, Journal of Service Research, 13(3), pp. 253–266. Available at: https://doi.org/10.1177/1094670510375599.
Wang, X., Cheng, M., Li, S. and Jiang, R. (2023) ‘The interaction effect of emoji and social media content on consumer engagement: A mixed approach on peer-to-peer accommodation brands’, Tourism Management, 96, p. 104696. Available at: https://doi.org/10.1016/j.tourman.2022.104696.