1 research outputs found
Pengembangan model loyalitas konsumen generasi Z pada produk kecantikan lokal
Generation z is someone born between 1995-2010 that currently dominates
the Indonesian population. Generation z behavior and interest became relevant to
business today and in the future, as they predicted to be the next consumer
powerhouse that will acquire around 40 percent of market share. In the last few
years, the Indonesian beauty industry shows significant growth and predicted to
increase in the next few years. Generation z entering the market is marked as a
phenomenon that businesses should anticipate as this specific generation seems to
have low consumer loyalty.
This study aims to develop generation z's loyalty model on local beauty
products based on several loyalty models from previous literature, such as ACSI,
SWICS, and ECSI, including factors that influence consumer loyalty. Said factors
are consumer satisfaction, consumer trust, and consumer ethnocentrism. Moreover,
perceived product quality and value are also added as factors that influence
consumer satisfaction, which will influence consumer loyalty. This research was
conducted on 290 female respondents under categories of generation z which born
between 1995-2010 and have purchased local beauty products under the category
of lipstick. Data collection is done by filling out a questionnaire distributed online.
The research result shows that perceived product quality directly and
significantly affects perceived value. Meanwhile, both perceived product quality
and perceived value have a direct and significant effect on consumer satisfaction.
The result also shows that consumer satisfaction has a direct and significant effect
on consumer trust. Consumer satisfaction, consumer trust, and consumer
ethnocentrism have direct and significant effects on consumer loyalty. Several
managerial implications that can be implied are increasing product research and
development to formulate local lipstick products that provide comfort and develop
new color choices according to generation z's preference, increasing consumer trust
by ensuring product quality, developing broader product lines or sub-brand with a
distinctive personality, expanding distribution networks and ensuring product
availability, as well as developing social media marketing of local lipstick product