Anteseden Willingness to Pay a Premium Price Produk Skin Care Lokal

Authors

  • Nadifa Ayu Saraswati Universitas Trisakti, Indonesia
  • Sri Vandayuli Riorini Universitas Trisakti, Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i2.9267

Keywords:

Online Consumer Brand Engagement, Brand Trust, Online Consumer Brand Identification, Brand Love, Willingness to Pay a Premium Price

Abstract

Penelitian ini bertujuan untuk menguji pengaruh online consumer brand engagement, brand trust, online consumer brand identification terhadap brand love dan brand love terhadap willingness to pay a premium price. Penelitian ini menggunakan data primer yang dikumpulkan melalui pengisian kuesioner tertutup menggunakan skala Likert 1-5. Total responden yang menjadi sampel dalam penelitian ini adalah 257 konsumen generasi Z pengguna media sosial dan pernah membeli serta menggunakan produk Skin Care lokal. Penelitian ini dilakukan dengan menggunakan Structural Equation Modelling (SEM) dan diolah dengan bantuan Software SPSS dan AMOS. Hasil penelitian menunjukkan bahwa (1) Online Consumer Brand Engagement memiliki pengaruh terhadap Brand Love. (2) Brand Trust tidak memiliki pengaruh terhadap Brand Love. (3) Online Consumer Brand Identification memiliki pengaruh terhadap Brand Love. (4) Brand Love memiliki pengaruh terhadap Willingness to Pay a Premium Price.

References

Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258–266. https://doi.org/10.1108/07363761311328928

Albert, N., Merunka, D., & Valette-Florence, P. (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research, 61(10), 1062–1075. https://doi.org/10.1016/j.jbusres.2007.09.014

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

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

Coles, Linda. (2015). Marketing WIth Social Media?: 10 Steps to Success for Business.

Gurviez, P., & Korchia, M. (2002). Proposition d’une échelle de mesure multidimensionnelle de la confiance dans la marque. Recherche et Applications En Marketing (French Edition), 17(3), 41–61. https://doi.org/10.1177/076737010201700304

Hair, J. F., Ringle, C. M., Gudergan, S. P., Fischer, A., Nitzl, C., & Menictas, C. (2019). Partial least squares structural equation modeling-based discrete choice modeling: an illustration in modeling retailer choice. Business Research, 12(1), 115–142. https://doi.org/10.1007/s40685-018-0072-4

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002

Park, H., & Kim, Y. K. (2014). The role of social network websites in the consumer-brand relationship. Journal of Retailing and Consumer Services, 21(4), 460–467. https://doi.org/10.1016/j.jretconser.2014.03.011

Riorini, S.V., & Berliyanti, D.O. (2015). ANTESEDEN DARI WILLINGNESS TO PAY A PRICE PREMIUM DAN KONSEKUENSINYA TERHADAP PURCHASE INTENTION OF GREEN PRODUCT. Jurnal Manajemen, 19(3), 304-320. https://doi.org/10.24912/jm. v19i3.41

Sekaran, U., & Bogie, R. (2016). Research Methods for Business: a Skill Building Approach (7th ed.).

SIRCLO. (2019, December 12). Perilaku Belanja Online Generasi X, Y dan Z. https://www.sirclo.com/perilaku-belanja-online-generasi-x-y-dan-z/

Statista. (2022). Perkiraan Pendapatan Produk Perawatan Diri dan Kecantikan di Indonesia. Https://Databoks.Katadata.Co.Id/Datapublish/2022/12/05/Makin-Meroket-Pendapatan-Produk-Kecantikan-Dan-Perawatan-Diri-Di-Ri-Capai-Rp11183-Triliun-Pada-2022

Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer-brand identification. International Journal of Research in Marketing, 29(4), 406–418. https://doi.org/10.1016/j.ijresmar.2012.06.001

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatig, dan R&D. Alfabeta.

Wallace, E., Torres, P., Augusto, M., & Stefuryn, M. (2022). Do brand relationships on social media motivate young consumers’ value co-creation and willingness to pay? The role of brand love. Journal of Product and Brand Management, 31(2), 189–205. https://doi.org/10.1108/JPBM-06-2020-2937

Downloads

Published

27-08-2023

How to Cite

Saraswati, N. A., & Riorini, S. V. (2023). Anteseden Willingness to Pay a Premium Price Produk Skin Care Lokal. Jurnal Pendidikan Tambusai, 7(2), 18324–18332. https://doi.org/10.31004/jptam.v7i2.9267

Issue

Vol. 7 No. 2 (2023): Agustus 2023

Section

Articles of Research

Citation Check

License

Copyright (c) 2023 Sri Vandayuli Riorini

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).