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Analysis of Consumer Education?s Role In Building Consumer Engagement, Brand Trust, and Brand Loyalty In The Indonesian Skincare Industry
This study tests the effect of consumer knowledge management effort in influencing positive consumer brand relationship, including consumer engagement, brand trust, and brand loyalty of Indonesian skincare brand users. In addition, consumer education is tested by dividing into firm specific and market related and tested against consumer engagement by dividing into brand level and product level. Using structural equation modelling based on a sample of 192 users of local skincare brands gained using a convenience sampling method, it was found that consumer education both firm specific and market related positively affects product level consumer engagement and brand level customer engagement, highlighting the importance of firm-controlled consumer knowledge management. Additionally, consumer engagement both product level and brand level are found to be predictors of brand trust, and brand level engagement was found to be a positive predictor of brand loyalty which opens up a new discussion on consumer engagement not only in relation to the brand but also to the product type. Firms looking to build a relationship with consumers beyond transaction are therefore suggested to consider consumer education as its strategy.Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 12688 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia 2021 |
|---|---|
| Edisi | - |
| Subjek | Brand loyalty Consumer education Brand trust Customer engagement Skincare Industry |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | iv, 120 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |