Pengaruh Kesenangan Konsumen, Materialisme, Dan Kesesuaian Diri Terhadap Cinta Merek Pada Konsumen Produk Skincare

Saskia Kristianti; Harmanda Berima Putra; Intan Tri Annisa; Siti Nuke Nurfatimah

doi:10.33476/jobs.v5i1.4184

Authors

Saskia Kristianti Management Study Program, Faculty of Economics and Business, Universitas Stikubank, Semarang
Harmanda Berima Putra Management Study Program, Faculty of Economics and Business, Universitas Stikubank, Semarang
Intan Tri Annisa Management Study Program, Faculty of Economics and Business, Yarsi University
Siti Nuke Nurfatimah Accounting Study Program, Faculty of Economics and Business, Kuningan University

https://doi.org/10.33476/jobs.v5i1.4184

Keywords:

Consumer delight, Materialism, Self-identity, Brand love

Abstract

There are still a lot of brands today that fail to survive in their respective industries. Brand development is hindered by the absence of a psychological strategy, such as fostering emotional connections. The purpose of this study is to determine how consumer pleasure, materialism, and self-conformity affect brand loyalty. Quantitative methods are used in the research approach. Purposive sampling is the sample technique that is applied. A Google Form was utilized to collect data from respondents, yielding 202 student responses. Multiple linear regression analysis is used in research analysis. According to the study's findings, materialism and customer satisfaction boost brand loyalty. In the meantime, brand loyalty is unaffected by self-conformity. Our study has a number of practical and conceptual ramifications. From a conceptual standpoint, the study offers guidance for future investigations, such as broadening the causes and effects of brand love, including brand romance, brand loyalty, and satisfaction. Empirically speaking, study findings indicate that managers and businesses alike must be mindful of brand positioning tactics. When it comes to using skincare products, people put pleasure and materialistic aspects first.

References

Ahuvia, A., Rauschnabel, P. A., & Rindfleisch, A. (2020). Is brand love materialistic? Journal of Product and Brand Management, 30(3), 467–480. https://doi.org/10.1108/JPBM-09-2019-2566

Alexander, M. W. (2012). Delight the customer: A predictive model for repeat purchase behavior. Journal of Relationship Marketing, 11(2), 116–123. https://doi.org/10.1080/15332667.2012.682329

Aprilianingsih, P. D., & Putra, H. B. (2022). Apakah Kesenangan dan Romantisme Menimbulkan Cinta Merek? Jurnal Bisnis Dan Ekonomi, 28(2), 127–135. https://doi.org/10.35315/jbe.v29i1.9008

Bagozzi, R. P., Batra, R., & Ahuvia, A. (2017). Brand love: development and validation of a practical scale. Marketing Letters, 28(1), 1–14. https://doi.org/10.1007/s11002-016-9406-1

Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1–16. https://doi.org/10.1509/jm.09.0339

Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management, 17(7), 504–518. https://doi.org/10.1057/bm.2010.6

Bıçakcıoğlu, N., İpek, İ., & Bayraktaroğlu, G. (2018b). Antecedents and outcomes of brand love: the mediating role of brand loyalty. Journal of Marketing Communications, 24(8), 863–877. https://doi.org/10.1080/13527266.2016.1244108

Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2

Dwivedi, A. (2014). Self-Brand Connection with Service Brands: Examining Relationships With Performance Satisfaction, Perceived Value, and Brand Relationship Quality. Services Marketing Quarterly, 35(1), 37–53. https://doi.org/10.1080/15332969.2014.856738

Evelyn Budiono, P., Harjanti, D., & Stankevica, K. (2020). The Revival of Indonesian Skin Care Brands. SHS Web of Conferences, 76, 01036. https://doi.org/10.1051/shsconf/20207601036

Ferreira, P., Rodrigues, P., & Rodrigues, P. (2019). Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand. Management and Marketing, 14(3), 278–291. https://doi.org/10.2478/mmcks-2019-0020

Goldsmith, R. E., & Clark, R. A. (2012). Materialism, status consumption, and consumer independence. Journal of Social Psychology, 152(1), 43–60. https://doi.org/10.1080/00224545.2011.555434

Goldsmith, R. E., Flynn, L. R., & Clark, R. A. (2011). Materialism and brand engagement as shopping motivations. Journal of Retailing and Consumer Services, 18(4), 278–284. https://doi.org/10.1016/j.jretconser.2011.02.001

Gumparthi, V. P., & Patra, S. (2020). The Phenomenon of Brand Love: A Systematic Literature Review. Journal of Relationship Marketing, 19(2), 93–132. https://doi.org/10.1080/15332667.2019.1664871

Hair Jr, J. F., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis. In Pearson Education Limited. https://doi.org/10.1002/9781118895238.ch8

Kang, J., Tang, L., Lee, J. Y., & Bosselman, R. H. (2012). Understanding customer behavior in name-brand Korean coffee shops: The role of self-congruity and functional congruity. International Journal of Hospitality Management, 31(3), 809–818. https://doi.org/10.1016/j.ijhm.2011.09.017

Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: A study on luxury brands. European Journal of Marketing, 46(7), 922–937. https://doi.org/10.1108/03090561211230098

Liu, M. W., & Keh, H. T. (2015). Consumer delight and outrage: scale development and validation. Journal of Service Theory and Practice, 25(6), 680–699. https://doi.org/10.1108/JSTP-08-2014-0178

Parasuraman, A., Ball, J., Aksoy, L., Keiningham, T. L., & Zaki, M. (2021). More than a feeling? Toward a theory of customer delight. Journal of Service Management, 32(1), 1–26. https://doi.org/10.1108/JOSM-03-2019-0094

Richard, W., & Maryon, F. (2001). Exploring alternative antecedents of customer delight.

Richins, M. L. (2004). The material values scale: Measurement properties and development of a short form. Journal of Consumer Research, 31(1), 209–219. https://doi.org/10.1086/383436

Richins, M. L., & Dawson, S. (1992). A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation. Journal of Consumer Research, 19(3), 303. https://doi.org/10.1086/209304

Roy, P., Khandeparkar, K., & Motiani, M. (2016). A lovable personality: The effect of brand personality on brand love. Journal of Brand Management, 23(5), 97–113. https://doi.org/10.1057/s41262-016-0005-5

Roy, R., & Rabbanee, F. K. (2015). Antecedents and consequences of self-congruity. European Journal of Marketing, 49(3/4), 444–466.

Roy, S. K., Eshghi, A., & Sarkar, A. (2013). Antecedents and consequences of brand love. Journal of Brand Management, 20(4), 325–332. https://doi.org/10.1057/bm.2012.24

Sallam, M. A., & Wahid, N. A. (2015). The Effect Of Satisfication and Brand Identification On Brand Love And Brand Equity. III (2), 1–13.

Sangkhawasi, T., & Johri, L. M. (2007). Impact of status brand strategy on materialism in Thailand. Journal of Consumer Marketing, 24(5), 275–282.

Sarkar, A., Ponnam, A., & Murthy, B. K. (2013). Understanding and measuring romantic brand love. Journal of Customer Behaviour, 11(4), 324–347. https://doi.org/10.1362/147539212x13546197909985

Sirgy, M. J. (2018). Self-congruity theory in consumer behavior: A little history. Journal of Global Scholars of Marketing Science, 28(2), 197–207. https://doi.org/10.1080/21639159.2018.1436981

Sirgy, M. J., Grewal, D., & Mangleburg, T. (2000). Retail Environment, Self-Congruity, and Retail Patronage. Journal of Business Research, 49(2), 127–138. https://doi.org/10.1016/s0148-2963(99)00009-0

Torres, E. N., & Ronzoni, G. (2018). The evolution of the customer delight construct: Prior research, current measurement, and directions for future research. International Journal of Contemporary Hospitality Management, 30(1), 57–75. https://doi.org/10.1108/IJCHM-09-2016-0528

Zhang, H., Xu, H., & Gursoy, D. (2020). The effect of celebrity endorsement on destination brand love: A comparison of previous visitors and potential tourists. Journal of Destination Marketing and Management, 100454. https://doi.org/10.1016/j.jdmm.2020.100454