CONSUMER-CENTRIC MARKETING STRATEGY: HOW PRODUCT REVIEWS, BRAND IMAGE, AND BRAND AWARENESS ARE TRANSFORMING THE GAME IN THE BEAUTY INDUSTRY OF SURABAYA RAYA, INDONESIA.

Rizky Eka Febriansah; Detak Prapanca; Bayu Hari  Prasojo

doi:10.33102/acb3t561

Authors

Rizky Eka Febriansah Faculty of Business Law and Social Sciences, Universitas Muhammadiyah Sidoarjo, Sidoarjo, Jawa Timur, Indonesia. Author
Detak Prapanca Faculty of Business Law and Social Sciences, Universitas Muhammadiyah Sidoarjo, Sidoarjo, Jawa Timur, Indonesia. Author
Bayu Hari Prasojo Faculty of Business Law and Social Sciences, Universitas Muhammadiyah Sidoarjo, Sidoarjo, Jawa Timur, Indonesia. Author

DOI:

https://doi.org/10.33102/acb3t561

Keywords:

Online Product Reviews, Brand Image, Brand Awareness, Beauty Industry, Indonesia.

Abstract

One of the increasingly influential sources of information is online reviews, which are provided by consumers who have used a product or service. On the other hand, brand image and consumer perception of a brand's characteristics, quality, and value play a crucial role in shaping their perception of a product. This study aims to bridge this knowledge gap by identifying and analyzing how online reviews and brand image influence purchasing decisions for local beauty products. The focus is on how customer satisfaction acts as a bridge between the two factors.The researcher utilized primary data through a quantitative approach, focusing on users of local beauty products such as Wardah, Emina, Purbasari, etc. in the Greater Surabaya Area, East Java Province. Purposive sampling was employed as the sampling technique in this study. Hypothesis testing was conducted using the Partial Least Square (PLS) method through the SmartPLS 4 application.Based on the results of the direct influence hypothesis testing, it can be concluded that online customer reviews have a positive and significant effect on purchasing decisions. Brand image also has a positive and significant effect on purchasing decisions. However, brand awareness has a positive but insignificant effect on purchasing decisions. Additionally, online customer reviews have a positive and significant effect on brand awareness, while brand image has a negative and insignificant effect on brand awareness. Brand awareness can mediate the effect of online customer reviews on purchasing decisions, as well as the effect of brand image on purchases.

Downloads

Download data is not yet available.

References

Agarwal, J., & Wu, T. (2018). The Changing Nature of Global Marketing: A New Perspective. Emerging Issues in Global Marketing: A Shifting Paradigm, 3-11.

Astuti, N. P., & Susila, I. (2022, June). Influence Analysis of Customer Ratings Reviews Online, Free Shipping Promotion and Discount Promotion on Purchasing Decisions in E-Commerce. In International Conference on Economics and Business Studies (ICOEBS 2022) (pp. 38-46). Atlantis Press.

Choe, J. Y. J., & Kim, S. S. (2019). Development and validation of a multidimensional tourist’s local food consumption value (TLFCV) scale. International journal of hospitality management, 77, 245-259.

Islam, S., Zahin, M., & Rahim, S. B. (2023). Investigating how consumer-perceived value and store image influence brand loyalty in emerging markets. South Asian Journal of Business Studies, (ahead-of-print).

Maharani, A., & Sumadi, S. (2023). The Influence of Digital Marketing Communication on TikTok social media and Lifestyle on Beauty Product Purchase Intention (a case study of the Somethinc Brand). Jurnal Economic Resource, 6(2), 324-334.

Makmun, A. F. (2022). Customers’Satisfaction Towards Service Quality and Public Facilities Provided by Whyndam Opi Hotel Palembang (Doctoral Dissertation, Politeknik Negeri Sriwijaya).

Malini, Helma. (2021). KELUWIH Jurnal Sosial dan Humaniora 2(2):58-68.

Purwanto, P., Abdurachman, F. A., Fadhila, S. N., & Fajrin, S. (2022). Digital Penetration of Halal Cosmetic Business in Indonesia During 4.0 Revolution. El-Qish: Journal of Islamic Economics, 2(1), 13-22.

Ramesh, K.S., Saha, R., Goswami, S., Sekar, & Dahiya, R. (2018). Consumer's response to CSR activities: Mediating role of brand image and brand attitude. Corporate Social Responsibility and Environmental Management.

Ristanti, A., & Iriani, S. S. (2020). Pengaruh kualitas produk dan citra merek terhadap keputusan pembelian konsumen Nature Republic di Surabaya. Jurnal Ilmu Manajemen, 8(3), 1026-1037.

Rizwan, S., Al-Malkawi, H.A.N., Gadar, K., & Sentosa, I. (2021). ISRA International Journal of Islamic Finance 13(3):349-365

Salsabila, S., & Pradana, M. (2023). Pengaruh Brand Image Dan Electronic Word of Mouth (E-WOM) Terhadap Keputusan Pembelian Produk Skincare Somethinc di E-Commerce Shopee. eProceedings of Management, 10(4).

Sun, X., Han, M., & Feng, J. (2019). Helpfulness of online reviews: Examining review informativeness and classification thresholds by search products and experience products. Decision Support Systems, 124, 113099.

Tobing, F. B., & Simanjuntak, R. P. (2023). The Influence of Product Quality, Price and Advertising on Interest in Buying Wardah Beauty Products (Case Study of Students of the Faculty of Economics and Business, Indonesian Christian University). Fundamental Management Journal, 8(1p), 11-30.