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Journal : Binus Business Review

Investigating Brand Switching on Cosmetics Products: A Case Study of Nu Skin Mayong Ajiwinanto; Megawati Simanjuntak; Hendri Tanjung
Binus Business Review Vol. 12 No. 3 (2021): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v12i3.6989

Abstract

The rapid development of the cosmetics industry and the high competition in the cosmetics market in Indonesia impact consumers. The market has many available choices of cosmetics products, and this situation causes many consumers to switch brands. The research aimed to analyze the suitability of Sharia about cosmetics products from Nu Skin and the factors that influenced the brand switching of the cosmetics product with multi-level marketing. The research applied a quantitative and descriptive approach. Data collection from respondents was carried out with a structured questionnaire. The respondents were consumers who had bought and used Nu Skin products. Around 150 respondents were selected through the purposive sampling method. Then, the researchers used the LISREL software. The connection between the variables was investigated by Structural Equation Modeling (SEM). The findings indicate that Word of Mouth (WOM) and marketing mix significantly influence the brand image of the cosmetics products. Similarly, religiosity and marketing mix have a significant influence on brand attitude. Then, brand image and brand attitude have a significant effect on brand switching. However, religiosity has no significant effect on brand switching. For marketing practitioners, the results can be considered in terms of marketing strategy in consumers’ habits of accessing social media to read product reviews from their friends who have used Nu Skin products before. The more people review and recommend the products to others, the higher the consumers’ interest is in buying Nu Skin products, and the smaller the intensity is involved in brand switching behavior. The research offers a new insight regarding the influencing factors of brand switching of halal cosmetics products through multi-level marketing.
Co-Authors Aam Slamet Rusydiana Aam Slamet Rusydiana Abbas Mansur Tamam Abrista Devi Achmad Dzikri Rajuli Ade Nur Rohim Agung Sri Hendarsa Agung Sri Hendarsa, Agung Sri Agus Samsono Agus Windiarto Ahmad Hamdan Mushaddiq Ahmad Mukri Aji Ahmad Riswantio Ahmad Tafsir Ahmad Tafsir Akhmad Alim, Akhmad Akman Daulay Al-Hakim, Shidiq Ali Nurdin Anwar Ali, Mahbubi Ali, Mahbuby Amelia Sabrina Amir Teungku Ramly Andika Purnama Andriani, Maya Annisa Murfadila Arief Rohman Yulianto Ascarya Ascarya Asmuni Asmuni Asriadi, Ari Ating Sukma Awaluddin Faj Awaluddin Faj Azhar, Huzaifah Bambang Wahyudiono Bi Rahmani, Nur Ahmadi BIN BAKAR, YUSRAN Binta Malina Azkiya Buchori, Nur S Budi Handrianto Bukhari Is Bunyamin, Muhammad Taufik Dede Rustaman Dedi Walujadi, Dedi Dewi, Sri Yanita Didin Hafidhuddin MS Dina Arfianti Siregar - Dzuljastri, Dzuljastri E Mujahiddin Eko Ruddy Cahyadi Emmy Hamidiyah Enang Sulaeman Endin Mujahidin Endis Sopiandi Erwandi Tarmizi Euis Sufi Jatiningsih Fahlul Amri Fahruddin Sukarno Fahrudin Sukarno Faisal, Juwito Fanani, M Iffan Fauzi, Unang Fauzul Hanif Noor Athief Furqoni, Aminullah Giera Muhammad Rizkiansyah Gunarti Sukriyatun Gunawan Ikhtiono Hadi, Sholikul Hafidudhin, Didin Hamidiyah, Emmy Hani Fauziah Hartono, Rudi Haryono Haryono Haryono, Yono Hasanudin Hasanudin Hasnan Hanif Hasnawati Hasnawati Hefriansyah Hefriansyah Henik Hari Astuti Herlianty, Eneng Eli Hermanto Siregar Hermanto Siregar Hilman Hakiem Hrp, Ade Khadijatul Z. Huda, Nurul Ibdalsyah Ibdalsyah Ikhwan Hamdani Imam Supriyadi Iman Santoso Imas Kania Rahman Inas Afifah Zahra Indra Prianto, Sigit Indupurnahayu Irfan Syauqi Beik Irsan Irwan Habibi Hasibuan Ismanti, Kiki Jatiningsih, Euis Sufi Joe, Hendriansyah Kaswinata, Kaswinata Khaidir Fadil Khairul Khairul, Khairul Khalifah Muhamad Ali Kuni ‘Afifah Kusumadewi, Nila Ayu Lili Puspita Sari Lina Marlina Lita Wulandari Magfirah Maulidia Putri Mahbubi Ali Marlina Marlina Marlya Fatira AK Martua Siregar, Taufik Akbar Maryasin Abdul Hamid maudy, witri Aulia Maulana Irvan Azhari Maya Andriyani Mayong Ajiwinanto Megawati Simanjuntak Miftahul Jannah Muhamad Ramdani Muhammad Adnan Muhammad Alfi Alhubbufillah Muhammad Garamatan Muhammad Rizki Muhammad Rizki Mukhamad Yasid Mukhamad Yasid, Mukhamad MURSIDI MURSIDI, MURSIDI Mushaddiq, Ahmad Hamdan Muslim Marpaung Mustaqimah, Mu'minah Nadratuzzaman Hosen Nanang Fattah nanang nanang Nanang Widyantoro Nasrudin Anas Nia Ruhaniah Niati, Niati Nooryani, Sri Nufus, Dewi Hayati Nugroho, Amal Fathullah NUR AHMADI Nur Laili Nur Laili Nur S Buchori Nurhayati, Immas Nurhikmah, Rani Nurul Huda Prasetyo, Hamzah Abdul Karim Purnama, Andika Purnamasari, Lise Purwoko, Agus Puspita, Amelia Tri Putri, Maghfira Maulidia Qurroh Ayuniyyah Raditya Sukmana Rahman, Nur Ahmadi Bin Rahmani, Nur Ahmadi Bi Rahmat Hidayat Rahmat Mulyana Rahmat Rahmat Ramdani, Muhamad Rara Genta Munggarani Basri Renea Shinta Aminda RH, Alhamidi Putrabana Rida Nugraha Rifki Ismal Rifki Ismal Ripki Mulia Rahman Rizky Siswanto Rizqon, Muhammad Fathir RUDIANTO, SOFIAN Rudianto, Sofiyan Sabtu, Sulvia Saepudin Saepudin Sari, Indah Fresma Sarwo Edi, Sarwo Sa’diyah, Maemunah Setiadi Djohar Sholihat, Siskawati Siskawati Sholihat Siti Rahmawati Siti Salbiah Siti Sopuroh Sofiyan Rudianto Sofyan Sauri, Sofyan Sri Julianti Putri Sri Wahyuni Wahyuni, Sri Wahyuni Sugara Sugara Sukriyatun, Gunarti Sulvia Sabtu Suprihatin Suprihatin Supriyanto , Trisiladi Susanti, Neng Fitri Hedi Suyud, Suyud Syahputra*, Angga Syarifah Gustiawati Syarifah Gustiawati Mukri Tamam, Abas Mansur Taufik Akbar Martua Siregar Taufiq Hidayah Tazkia, Nur Hitmi Tazkiyyah, Naila M Tefur Rochman Teungku Ramly, Amir Tjetjep Suhandi Trisiladi Supritanto Trisiladi Supriyanto Trisiladi Supriyanto, Trisiladi Unang Fauzi Vianto Hadi Prastiono, Yudhi WAHYU ALAMSYAH, WAHYU Widdy Tanzila Witri Aulia Maudy Wulandari Wulandari Wulandari, Lita Yono Yono Yudi Saeful Rizal, Yulianto, Arief Rohman Yuni Maharani Yupiter, Yupiter Yusri Yusron Yusup, Yusup Zahid Mubarok Zulfia Artiza