Effect Of Brand Image And Product Quality On Re -Buying Interests With Customer Satisfaction As Intervening Variables In Consumers Users Of Skincare Oriflame

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Effect of Brand Image and Product Quality on Re-Buying Interests with Customer Satisfaction as Intervening Variables in Consumers Users of Skincare Oriflame

Introduction

In today's competitive market, understanding the factors that influence purchasing decisions is crucial for businesses to succeed. One of the most significant factors is the brand image, which refers to the perception of a brand by its customers. Another crucial factor is product quality, which directly affects customer satisfaction and loyalty. This study aims to investigate the effect of brand image and product quality on re-buying interests among consumers of Skincare Oriflame, with customer satisfaction as an intervening variable.

Background

Oriflame is a well-known skincare brand that has been popular among consumers for its high-quality products. However, the question remains: what drives consumers to continue buying Oriflame products? Is it the brand image, product quality, or something else? This study aims to provide insights into the factors that influence re-buying interests among consumers of Skincare Oriflame.

Methodology

This study involved 100 female students from the University of North Sumatra, who were selected as respondents. A quantitative approach was used, with a descriptive design. Data was collected through a questionnaire distributed to all respondents. The questionnaire consisted of statements related to brand image, product quality, customer satisfaction, and re-buying interests.

Results

The results show that the majority of respondents have a positive perception of the questionnaire statements, indicating that the brand image and quality of Skincare Oriflame products are quite good in their eyes. Further analysis shows that brand image has a significant influence on customer satisfaction. A strong Oriflame brand image, such as the perception of quality, uniqueness, and trust, succeeded in building customer satisfaction. This also applies to product quality, which has a significant influence on customer satisfaction. High-quality products, such as having good effectiveness and safe materials, are able to provide satisfaction to customers.

Discussion

The results also showed that brand image has a significant influence on re-buying interest. A strong brand is able to attract customers to make repeated purchases, showing that brand image has an important role in building customer loyalty. Product quality also has a significant influence on re-buying interest. High-quality products, such as having good effectiveness and safe materials, make customers tend to buy these products again later. Customer satisfaction proven to have a very significant influence on re-buying interest. Customers who are satisfied with the products and services provided tend to make repeated purchases in the future.

Path Analysis

Further analysis using path analysis shows that customer satisfaction is not able to become a mediator between brand image with re-buying interest. This means that the effect of brand image on the interest of repurchase does not go through customer satisfaction, but through other paths such as perception of values, beliefs, or other psychological factors. However, customer satisfaction succeeded in becoming a mediator between product quality with re-buying interest. That is, good product quality will trigger customer satisfaction which ultimately encourages the interest of repurchase. This shows that product quality is a very important factor in building customer loyalty and increasing the interest in re-purchase.

Conclusion

This study provides an important picture of the role of brand image, product quality, and customer satisfaction in building customer loyalty. This finding can be an input for Oriflame to improve marketing strategies and build a stronger brand image. In addition, this research also emphasizes the importance of maintaining the quality of the product in order to continue to provide customer satisfaction and encourage the interest in re-purchase.

Implications

The findings of this study have several implications for businesses, particularly those in the skincare industry. Firstly, it highlights the importance of building a strong brand image, which can lead to customer satisfaction and loyalty. Secondly, it emphasizes the need to maintain high-quality products, which can provide satisfaction to customers and encourage re-purchase. Finally, it suggests that customer satisfaction is a crucial factor in building customer loyalty and increasing re-purchase interest.

Limitations

This study has several limitations. Firstly, the sample size is relatively small, which may limit the generalizability of the findings. Secondly, the study only focuses on female students from the University of North Sumatra, which may not be representative of the broader population. Finally, the study only investigates the effect of brand image and product quality on re-buying interests, and does not explore other factors that may influence purchasing decisions.

Future Research Directions

This study provides several avenues for future research. Firstly, it suggests that further research is needed to explore the role of brand image and product quality in building customer loyalty and increasing re-purchase interest. Secondly, it highlights the need to investigate other factors that may influence purchasing decisions, such as customer service, pricing, and marketing strategies. Finally, it suggests that future research should focus on exploring the differences between male and female consumers, as well as consumers from different age groups and income levels.

References

  • [1] Oriflame. (2022). About Us. Retrieved from https://www.oriflame.com/about-us/
  • [2] Kotler, P. (2016). Marketing Management. Pearson Education.
  • [3] Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press.
  • [4] Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.

Appendices

  • [1] Questionnaire used in the study
  • [2] Data analysis procedures
  • [3] Results of the path analysis
    Frequently Asked Questions (FAQs) about the Effect of Brand Image and Product Quality on Re-Buying Interests with Customer Satisfaction as Intervening Variables in Consumers Users of Skincare Oriflame

Q: What is the main objective of this study?

A: The main objective of this study is to investigate the effect of brand image and product quality on re-buying interests among consumers of Skincare Oriflame, with customer satisfaction as an intervening variable.

Q: What is the significance of this study?

A: This study is significant because it provides insights into the factors that influence re-buying interests among consumers of Skincare Oriflame. The findings of this study can be used by Oriflame to improve marketing strategies and build a stronger brand image.

Q: What is the methodology used in this study?

A: This study used a quantitative approach with a descriptive design. Data was collected through a questionnaire distributed to 100 female students from the University of North Sumatra.

Q: What are the key findings of this study?

A: The key findings of this study are:

  • Brand image has a significant influence on customer satisfaction.
  • Product quality has a significant influence on customer satisfaction.
  • Customer satisfaction has a significant influence on re-buying interest.
  • Brand image has a significant influence on re-buying interest.
  • Product quality has a significant influence on re-buying interest.

Q: What is the role of customer satisfaction in this study?

A: Customer satisfaction is an intervening variable in this study. It is a mediator between brand image and product quality with re-buying interest.

Q: What are the implications of this study?

A: The implications of this study are:

  • Building a strong brand image is crucial for customer satisfaction and loyalty.
  • Maintaining high-quality products is essential for customer satisfaction and loyalty.
  • Customer satisfaction is a crucial factor in building customer loyalty and increasing re-purchase interest.

Q: What are the limitations of this study?

A: The limitations of this study are:

  • The sample size is relatively small.
  • The study only focuses on female students from the University of North Sumatra.
  • The study only investigates the effect of brand image and product quality on re-buying interests.

Q: What are the future research directions?

A: The future research directions are:

  • Further research is needed to explore the role of brand image and product quality in building customer loyalty and increasing re-purchase interest.
  • Other factors that may influence purchasing decisions, such as customer service, pricing, and marketing strategies, should be investigated.
  • The differences between male and female consumers, as well as consumers from different age groups and income levels, should be explored.

Q: What are the practical implications of this study?

A: The practical implications of this study are:

  • Oriflame should focus on building a strong brand image and maintaining high-quality products to increase customer satisfaction and loyalty.
  • Oriflame should use customer satisfaction as a key metric to measure the effectiveness of its marketing strategies.
  • Oriflame should consider the differences between male and female consumers, as well as consumers from different age groups and income levels, when developing marketing strategies.

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are:

  • The study provides insights into the factors that influence re-buying interests among consumers of Skincare Oriflame.
  • The study contributes to the existing literature on brand image, product quality, and customer satisfaction.
  • The study provides a framework for understanding the relationship between brand image, product quality, and customer satisfaction.