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All Journal Jurnal Manajemen Journal of International Conference Proceedings
Halim, Michelle
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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THE IMPACT OF PRICE PERCEPTION AND BRAND IMAGE ON ATTITUDINAL LOYALTY OF INNISFREE SKINCARE CONSUMERS Halim, Michelle
Journal of International Conference Proceedings Vol 6, No 1 (2023): 2023 ICPM Malang Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i1.2260

Abstract

Price perception and brand image are considered as two prominent factors that influence..consumers..intention..to..buy…a skincare. However, those factors do not guarantee consumers’ commitment to a brand. Makes the Innisfree as the research context, researchers want to study whether price..perception..and..brand..image..affect attitudinal loyalty. This research reconstructs the research model of Adawiah (2015) by adding attitudinal loyalty as an endogenous construct and using price perception and brand image as an exogenous construct. The object of this study is Innisfree Skincare. Data..was..collected..by.distributing.google forms.to 150 respondents using purposive sampling. The..data..analysis..technique used..is..Structural.Equation.Modeling.with WarpPLS.7.0. Research shows that..price.perception..and...brand….image have a positive and significant effect on the attitudinal loyalty of Innisfree consumers. Companies are advised to reduce purchase costs, add variants for acne-prone skin, and increase Innisfree’s…advantage….over competitors. Researchers are advised to discuss the effect of..price.perception..on brand..image..and add behavioral loyalty as an endogenous construct.
Dampak Persepsi Harga dan Citra Merek pada Attitudinal Loyalty Konsumen Skincare Innisfree Halim, Michelle
Jurnal Manajemen Vol 13 No 1 (2023): November
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jm.v13i1.1098

Abstract

Price perception and brand image are prominent factors that influence consumers' propensity to buy a product. However, in the context of high credence product, their influence on brand loyalty is still in open to study. Using Innisfree as a research context, the researcher aims to study whether the two variables affect attitudinal loyalty. For that purpose, the researchers constructively replicated Adawiah's (2015) research model by adding attitudinal loyalty as an endogenous variable and price perception and brand image as exogenous variables. Data were collected using Google Forms from 150 respondents selected purposively. The analysis using Structural Equation Modeling with WarpPLS 7.0 shows that price perception and brand image have a positive and significant effect on the attitudinal loyalty. Further research can involve behavioral loyalty as an additional endogenous variable.
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