文章基本信息

标题：DEVELOPMENT OF GENERATION Z LOYALTY MODEL ON LOCAL BEAUTY PRODUCT
本地全文：下载
作者：Karisadini ; Karisadini ; Hartoyo 等
期刊名称：Russian Journal of Agricultural and Socio-Economic Sciences
印刷版ISSN：2226-1184
电子版ISSN：2226-1184
出版年度：2021
卷号：120
期号：12
页码：114-122
DOI：10.18551/rjoas.2021-12.12
语种：English
出版社：Russian Journal of Agricultural and Socio-Economic Sciences
摘要：Generation z behavior and interest became relevant to business today and in the future as they predicted to be the next consumer powerhouse. In the last few years, the Indonesian beauty industry has been emerging and is expected to continue showing significant growth in the next few years. Generation z entering the market is marked as a phenomenon that businesses should anticipate as this specific generation seems to have low consumer loyalty. This study aims to develop generation z's loyalty model on local beauty products that include factors that influence consumer loyalty and formulate an alternative approach to improve the company's consumer loyalty. The results show that perceived product quality significantly affects perceived value. In addition, perceived product quality and perceived value significantly influence consumer satisfaction. Furthermore, consumer satisfaction has a significant effect on consumer trust. Consumer satisfaction, consumer trust, and consumer ethnocentrism have a considerable impact on the variable of consumer loyalty. Strategies that the company can imply are increasing product research and development to formulate local lipstick products that provide comfort, developing new color choices according to generation z's preference, showing the product quality assurance certificate, creating social media marketing, and expanding the marketing network of local lipstick products.