Utilizing E-Wom As A Mediation To Increase Brand Loyalty Of Local Skincare Cosmetic Products In Indonesia With The Influence Of Brand Activation, Brand Trust, And Customer Satisfaction

Cindy Eka Malia (Bina Nusantara University Business School Jakarta)
Fanin Binurin A (Bina Nusantara University Business School)
Ryan Timothy J* (Bina Nusantara University Business School)
Ario S. Setiadi (Bina Nusantara University Business School)

Riwayat: Educational Journal of History and Humanities
Vol 6, No 3 (2023): Social, Political, and Economic History

This research is an effort to strengthen local Indonesian skincare brands even stronger in competing with imported skincare brands. By prioritizing brand activation, brand trust, and customer satisfaction and assisted by e-WOM to create brand loyalty. Overall, this research demonstrates the importance of e-WOM and brand trust in the beauty industry, and the benefits that companies can derive from investing in these factors. A quantitative approach was applied in analyzing statistical data obtained from 140 responses. The selection of respondents was carried out using a purposive sampling technique with the provisions of the sample, namely women based on the age group with an age range of 16-35 years who have used skincare in Jabodetabek. Proving the hypothesis of this study using data collection through a questionnaire that has questions with a Likert scale measuring instrument totaling four points. Hypothesis 1 explains the effect of brand activation on e-WOM. Brand activation has a significant effect on increasing e-WOM in providing brand experiences to others. Hypothesis 1 has a t-value of 8.121 and a p-value of 0.000, so it can be concluded that it is accepted. Hypothesis 2 regarding brand trust has an effect on e-WOM. Brand trust has a positive effect on e-WOM with a t value of 2.818 and a p value of 0.005, so it can be concluded that hypothesis 2 is accepted. In hypothesis 3 predicts an influence on customer satisfaction on e-WOM. The result obtained is that customer satisfaction has a positive effect on e-WOM with a t value of 4,387 and a p value of 0,000 so that hypothesis 3 is accepted. In hypothesis 4 there is a positive effect between e-WOM on brand loyalty. supported by a t-value of 11,657 and a p-value of 0,000. This research focuses on the effect of brand activation, brand trust and customer satisfaction on brand loyalty through e-WOM mediation. The results of this study found that each independent variable has a positive or significant value on the mediating variable and the mediating variable also has a positive or significant value on the dependent variable.