Product quality as a mediating variable in repurchase decisions: The case of Indonesian skincare products
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Author(s)Ana KomariLink to ORCID Index: https://orcid.org/0009-0009-3756-5789
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DOIhttp://dx.doi.org/10.21511/im.19(3).2023.11
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Article InfoVolume 19 2023, Issue #3, pp. 123-133
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131 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
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JEL Classification (Paper profile tab)I15, M21, M31
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References52
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Tables5
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Figures1
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- Figure 1. Research framework
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- 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
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Impact of culture, brand image and price on buying decisions: Evidence from East Java, Indonesia
Sudaryanto Sudaryanto 
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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: 2265 Downloads: 680 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. -
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.
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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: 1813 Downloads: 823 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.
