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All Journal Althea Medical Journal Jurnal Minds: Manajemen Ide dan Inspirasi Jurnal Kartika Kimia Jambura Journal of Chemistry Jurnal Riset Bisnis dan Manajemen Jurnal Abdimas Kartika Wijayakusuma IIJSE
Sujono, Hernandi
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Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Medicine & Pharmacology Social Sciences Other

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Journal : Jurnal Minds: Manajemen Ide dan Inspirasi

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Scent-sational Strategies: Boosting Refill Perfume Brand Image through Product, Price, Service, and Social Media Sujono, Hernandi; Hurriyati, Ratih; Wibowo, Lili Adi; Hendrayati, Heny
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 12 No 1 (2025): June
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v12i1.53263

Abstract

Brand image remains pivotal in contemporary marketing discourse, particularly within niche industries. This study advances brand theory by empirically examining how product attributes, pricing strategies, service quality, and social media engagement collectively shape the brand image of refill perfumes through customer experience mediation. Employing Structural Equation Modeling–Partial Least Squares (SEM-PLS) via SmartPLS, data from 332 refill perfume customers across five cities in West Java, Indonesia were analyzed using cluster sampling. Findings indicate that all examined factors significantly enhance brand image, with customer experience acting as a crucial mediator. Practically, this suggests that refill perfume businesses can strategically leverage product quality, competitive pricing, superior service, and dynamic social media presence to cultivate a robust brand identity.
Co-Authors Agma, Muljadji Agustini, Dewi Meliati Ai Nurohmah, Gina Anceu Murniati Anggi Suprabawati Arie Hardian Budiman, Senadi Evi Sovia Farizi, Rinaldi Heny Hendrayati Jasmansyah, Jasmansyah Kusumaningtyas, Valentina Adimurti Lili Adi Wibowo Lilis Siti Aisyah, Lilis Siti Mulyani, Rahmaniar Nurhadianti, Adilfi Risma Purbaya, Sari Ratih Hurriyati Safi'i, Abdi Wadud Sutrisno, Sutrisno Wibowo, Lili Yenny Febriani Yun, Yenny Febriani Yuliana, Trisna Zahra, Nurul Sausan