Analysis Of The Effect Of Satisfaction And Brand Trust On The Interest In Re -Buying Emina Cosmetic Products (Study Of Emina Cosmetics Consumers In Medan City)

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Introduction

In the rapidly growing beauty industry in Indonesia, Emina's cosmetic products have emerged as one of the brands that have attracted the attention of consumers. With the increasing number of cosmetic products listed at the Food and Drug Supervisory Agency (BPOM), which reached around 401,587 products and is dominated by cosmetics, it is clear that this category has enormous potential in the market. Sales of cosmetic products also show an increase trend from year to year. In this context, this study aims to analyze the effect of consumer satisfaction and trust on brands (brand trust) on the interest of re-buying Emina products in Medan City.

Background of the Study

The beauty industry in Indonesia has experienced rapid growth in recent years, with the number of cosmetic products listed at the Food and Drug Supervisory Agency (BPOM) reaching around 401,587 products. This growth is driven by the increasing demand for cosmetic products, particularly among young people. Emina's cosmetic products have emerged as one of the brands that have attracted the attention of consumers, with a wide range of products that cater to different skin types and needs.

Research Methodology

This study uses a quantitative approach with purposive sampling sampling technique, involving 50 respondents as a sample. Primary data is collected through questionnaires that are distributed online using Google Form, while secondary data are obtained from library research. The data analysis methods used include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing.

Research Findings

The results showed that the Consumer Satisfaction Variable (X1) had a significant influence on the interest of repurchase (Y). In addition, trust in the brand (X2) has also proven to have a significant effect on repurchase interest. Both, both consumer satisfaction and brand trust, simultaneously showed a strong influence on the interest in repurchasing Emina products.

The analysis of the coefficient of determination shows the value of R of 0.864, which reflects a very strong relationship between consumer satisfaction and brand trust with re-purchase interest. The Adjusted R Square value obtained shows that the two variables can explain 73.6% of variations in the interest in re-purchase, while the remaining 26.4% are influenced by other factors that are not examined in this study.

Additional Analysis and Explanation

Consumer satisfaction is one of the important pillars in modern business. In the context of Emina's cosmetic products, consumers who are satisfied with the products they use are more likely to return and make repurchase. Factors that contribute to this satisfaction may include product quality, ease of access, and services provided by the brand.

On the other hand, the brand trust plays an important role in the purchasing decision. When consumers feel confident in the brand, they tend to ignore the doubts that might arise when making a purchase. In a very competitive cosmetic industry, building trust in brands is the key to creating long-term relationships with customers.

The Role of Consumer Satisfaction in Repurchase Decision

Consumer satisfaction is a crucial factor in determining the likelihood of repurchase. When consumers are satisfied with the products they use, they are more likely to return and make repurchase. Factors that contribute to this satisfaction may include product quality, ease of access, and services provided by the brand.

The Role of Brand Trust in Repurchase Decision

Brand trust plays an important role in the purchasing decision. When consumers feel confident in the brand, they tend to ignore the doubts that might arise when making a purchase. In a very competitive cosmetic industry, building trust in brands is the key to creating long-term relationships with customers.

Conclusion

From the analysis that has been carried out, it can be concluded that customer satisfaction and brand trust have a significant influence on the interest of the re-buying of Emina products in the city of Medan. Therefore, Emina's stakeholders must continue to focus on improving product quality and building consumer confidence in order to maintain and expand their market share in Indonesia. The right strategy in maintaining customer satisfaction and trust can be the key to the success and sustainability of business in this competitive cosmetics industry.

Recommendations

Based on the findings of this study, the following recommendations are made:

  • Emina's stakeholders must continue to focus on improving product quality and building consumer confidence in order to maintain and expand their market share in Indonesia.
  • The company should invest in marketing and advertising campaigns that highlight the quality and benefits of their products.
  • Emina's stakeholders should also focus on building long-term relationships with customers by providing excellent customer service and responding to customer complaints in a timely and effective manner.

Limitations of the Study

This study has several limitations that should be noted. Firstly, the study only focused on Emina's cosmetic products and did not consider other brands in the market. Secondly, the study only collected data from 50 respondents, which may not be representative of the entire population of consumers in Medan City. Finally, the study only examined the relationship between consumer satisfaction and brand trust with re-purchase interest and did not consider other factors that may influence consumer behavior.

Future Research Directions

This study provides a foundation for future research in the area of consumer behavior and marketing. Some potential future research directions include:

  • Examining the relationship between consumer satisfaction and brand trust with re-purchase interest in other industries or markets.
  • Investigating the impact of other factors, such as promotions, recommendations from friends, and trends on social media, on consumer behavior.
  • Developing and testing marketing strategies that focus on building customer satisfaction and trust in order to increase re-purchase interest.

Conclusion

In conclusion, this study provides valuable insights into the relationship between consumer satisfaction and brand trust with re-purchase interest in the context of Emina's cosmetic products in Medan City. The findings of this study have important implications for marketing and business strategies, and highlight the importance of building customer satisfaction and trust in order to increase re-purchase interest.

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the effect of consumer satisfaction and trust on brands (brand trust) on the interest of re-buying Emina products in Medan City.

Q: What is the research methodology used in this study?

A: This study uses a quantitative approach with purposive sampling sampling technique, involving 50 respondents as a sample. Primary data is collected through questionnaires that are distributed online using Google Form, while secondary data are obtained from library research.

Q: What are the findings of this study?

A: The results showed that the Consumer Satisfaction Variable (X1) had a significant influence on the interest of repurchase (Y). In addition, trust in the brand (X2) has also proven to have a significant effect on repurchase interest. Both, both consumer satisfaction and brand trust, simultaneously showed a strong influence on the interest in repurchasing Emina products.

Q: What is the role of consumer satisfaction in repurchase decision?

A: Consumer satisfaction is a crucial factor in determining the likelihood of repurchase. When consumers are satisfied with the products they use, they are more likely to return and make repurchase. Factors that contribute to this satisfaction may include product quality, ease of access, and services provided by the brand.

Q: What is the role of brand trust in repurchase decision?

A: Brand trust plays an important role in the purchasing decision. When consumers feel confident in the brand, they tend to ignore the doubts that might arise when making a purchase. In a very competitive cosmetic industry, building trust in brands is the key to creating long-term relationships with customers.

Q: What are the implications of this study for marketing and business strategies?

A: The findings of this study have important implications for marketing and business strategies. Building customer satisfaction and trust is crucial for increasing re-purchase interest and maintaining a competitive edge in the market.

Q: What are the limitations of this study?

A: This study has several limitations that should be noted. Firstly, the study only focused on Emina's cosmetic products and did not consider other brands in the market. Secondly, the study only collected data from 50 respondents, which may not be representative of the entire population of consumers in Medan City. Finally, the study only examined the relationship between consumer satisfaction and brand trust with re-purchase interest and did not consider other factors that may influence consumer behavior.

Q: What are the future research directions based on this study?

A: This study provides a foundation for future research in the area of consumer behavior and marketing. Some potential future research directions include:

  • Examining the relationship between consumer satisfaction and brand trust with re-purchase interest in other industries or markets.
  • Investigating the impact of other factors, such as promotions, recommendations from friends, and trends on social media, on consumer behavior.
  • Developing and testing marketing strategies that focus on building customer satisfaction and trust in order to increase re-purchase interest.

Q: What are the recommendations for Emina's stakeholders based on this study?

A: Based on the findings of this study, the following recommendations are made:

  • Emina's stakeholders must continue to focus on improving product quality and building consumer confidence in order to maintain and expand their market share in Indonesia.
  • The company should invest in marketing and advertising campaigns that highlight the quality and benefits of their products.
  • Emina's stakeholders should also focus on building long-term relationships with customers by providing excellent customer service and responding to customer complaints in a timely and effective manner.

Q: What are the conclusions of this study?

A: From the analysis that has been carried out, it can be concluded that customer satisfaction and brand trust have a significant influence on the interest of the re-buying of Emina products in the city of Medan. Therefore, Emina's stakeholders must continue to focus on improving product quality and building consumer confidence in order to maintain and expand their market share in Indonesia. The right strategy in maintaining customer satisfaction and trust can be the key to the success and sustainability of business in this competitive cosmetics industry.