ANTECEDENTS AND CONSEQUENCES OF CUSTOMER EXPERIENCE IN SKINCARE PRODUCTS
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John David Daniel Hutasoit(1*)
Magister of Management, Faculty of Economics and Business, Universitas Trisakti
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Kurniawati Kurniawati(2)
Magister of Management, Faculty of Economics and Business, Universitas Trisakti
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Yolanda Masnita(3)
Magister of Management, Faculty of Economics and Business, Universitas Trisakti
(*) Corresponding Author
Keywords:
Employee Empathy, Communication, Transaction Convenience, Brand Love, Brand Loyalty
Abstract
This study aims to identify and measure the extent to which employee empathy, communication with staff, and transaction convenience influence the formation of brand love and brand loyalty. The unit of analysis for this research is the users or consumers of skincare products. The research method applied in this study is quantitative. Data were collected through questionnaires distributed to users of skincare products from various brands. The results indicate a positive impact of transaction convenience on customer experience, a positive effect of customer experience on brand love, and a positive influence of brand love on brand loyalty. Managers should focus on staff openness, expectation management, inventory, and improvement processes, as well as product return processes, expectation adjustments, and loyalty programs.
Keywords: Employee Empathy; Communication; Transaction Convenience; Brand Love; Brand Loyalty
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References
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Albert, N., & Merunka, D. (2013). The Role of Brand Love in Consumer Brand Relationships. Journal of Consumer Marketing.
https://doi.org/10.1108/07363761311328928.
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Anuraga, G., Indrasetianingsih, A., Athoillah, M. (2021). Pelatihan Pengujian Hipotesis Statistika Dasar dengan Software R. Jurnal BUDIMAS, 3(2).
Arikunto, S. 2010. Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Arsyad, A. (2015). Media Pembelajaran. Jakarta: PT RajaGrafindo Persada.
Ayuningsih, F., & Maftukhah, I. (2020). The Influence of Product Knowledge, Brand Image, and Brand Love on Purchase Decision through Word of Mouth. Management Analysis Journal, 9(4). DOI 10.15294/maj.v9i4.40796
Bahadur, W., Aziz, S., & Zulfiqar, S. (2018). Effect of Employee Empathy on Customer Satisfaction and Loyalty During Employee Customer Interactions: The Mediating Role of Customer Affective Commitment and Perceived Service Quality. Cogent Business and Management, 5(1), 1–21.
https://doi.org/10.1080/23311975.2018.1491780.
Berezan, O., Carola, R., Tanford, S., Kim, Y.S. (2013). Evaluating Loyalty Constructs Among Hotel Reward Program Members Using eWOM”, Journal of Hospitality and Tourism Research, 37(4), 1-28.
Boden, J., Maier, E., & Wilken, R. (2020). The Effect of Credit Card Versus Mobile Payment on Convenience and Consumers’ Willingness to Pay. Journal of Retailing and Consumer Services.
Bustamante, J. C., & Rubio, N. (2017). Measuring Customer Experience in Physical Retail Environments. Journal of Service Management, 28(5), 884-913. doi: 10.1108/ josm-06-2016-0142.
Carroll, B. A. and Ahuvia, A.C. (2006), Some Antecedents and Outcomes of Brand Love. Marketing Letters, 17(2), 79-90.
Chin, T. K., & Harizan, S. H. M. (2017). Factors Influencing Consumers’ Purchase Intention of Cosmetic Products in Malaysia. International Journal of Business and Innovation, 3(1), 1-15.
Choi, L., Kim, M. R., & Kim, S. (2024). The Role of Employee Empathy in Forming Brand Love: Customer Delight and Gratitude as Mediators and Power Distance Belief as a Moderator. Journal of Service Management, 35(3), 381–407. https://doi.org/10.1108/JOSM-09-2023-0391.
Dimas, F. A., Wisnalmawati, & Istanto, Y. (2023). Pengaruh Perceived Transaction Convenience dan Perceived Risk Terhadap Behavioural Intention Dimediasi Oleh Personal Innovativeness. Jurnal Muhammadiyah Manajemen Bisnis, 4(2), 47. https://doi.org/10.24853/jmmb.4.2.47-54.
Ellitan, L. (2023). Increasing Brand Loyalty Through Brand Image, Brand Love and Brand Experience. International Journal of Multidisciplinary Research and Publications, 6, 220-224.
Fetscherin, M., Boulanger, M., Souki, G. Q., & Goncalves Filho, C. (2014). The Effect of Product Category on Consumer Brand Relationships. The Journal of Product and Brand Management, 23(2), 78–89.
https://doi.org/https://doi.org/10.1108/JPBM-05-2013-0310
Fitriyanto, J. N., Widjanarko, D., Khumaedi, M. (2019). Validity and Reliability Test of Assesment Instrument of the Suitability of Electric Power Steering Media. Journal of Vocational Career Education, 4(1), 61-69.
Jain, S. S. and Jain, S. P. (2018), Power Distance Belief and Preference for Transparency”, Journal of Business Research, 89, 135-142. doi: 10.1016/j.jbusres.2018.04.016.
Joshi, R., & Garg, P. (2020). Role of Brand Experience in Shaping Brand Love. International Journal of Consumer Studies, 28(2), 200-215.
Khalid, A., Awan, R. A., Ali, R., & Sarmad, I. (2024). The Antecedent Cognitions of Brand Love and Its Impact on Brand Loyalty: the Moderating Role of Sustainability Marketing. Corporate Governance (Bingley), 24(3), 609–626. https://doi.org/10.1108/CG-06-2023-0230.
Kohli, G. S., Melewar, T. C., Yen, D. A. (2014). Investigating the Strategic Marketing Significance of Brand Love in Developing and Nurturing Consumer Brand Relationships via Film Branding: A Brandscape Perspective. The Marketing Review, 14(4), 382-404.
Izquierdo-Yusta, A., Martínez-Ruiz, M. P., Alvarez-Herranz, A. (2014), What Differentiates Internet Shoppers from Internet Surfers?, The Service Industries Journal, 34(6), 530-549.
Layna, I, A., & Hidayat, A. (2023). The Role of Brand Love in Mediating the Effect of Brand Experience on Brand Loyalty and Willingness to Pay for Green Skincare Products in Indonesia. Journal of Economics, Management and Trade, 29(10), 50-58 DOI: 10.9734/jemt/2023/v29i101141 .
Lee, H., Lalwani, A. K., Wang, J. J. (2020), Price No Object!: The Impact of Power Distance Belief on Consumers’ Price Sensitivity, Journal of Marketing, 84(6), 113-129. doi: 10.1177/ 0022242920929718.
Limanseto, H. (2023). Hasilkan Produk Berdaya Saing Global, Industri Kosmetik Nasional Mampu Tembus Pasar Ekspor dan Turut Mendukung Penguatan Blue Economy. Kemenko Perekonomian. https://www.ekon.go.id/publikasi/detail/5626/hasilkan-produk-berdaya-saing-global-industri-kosmetik-nasional-mampu-tembus-pasar-ekspor-dan-turut- mendukung-penguatan-blue-economy.
Maryam, U., Somayasa, W., Ruslan., Gubu, L., Jufra. (2022). Estimasi Parameter dan Uji Goodness of Fit untuk Data Biner Berpasangan. Jurnal Matematika, Komputasi dan Statistika, 2(1).
Maydeu-olivares, A., & Forero, C. G. (2010). Goodness of Fit Testing. International Encyclopedia of Education, 7, 190–196. https://doi.org/10.1016/B978-0-08-044894-7.01333-6.
Meesala, A., & Paul, J. (2018). Service Quality, Consumer Satisfaction and Loyalty in Hospitals: Thinking for the Future. Journal of Retailing and Consumer Services, 40(14), 261–269. https://doi.org/10.1016/j.jretconser.2016.10.011.
Memon, M. A., Thurasamy, R., Ting, H., Cheah, J. (2025). Purposive Sampling: A Review and Guidelines for Quantitative Research. Journal of Applied Structural Equation Modeling, 9(1).
Nasution, L.M. (2017). Statistik Deskriptif. Jurnal Hikmah, 14(1).
Ningrat, S. & Yasa, N. K. (2019). The Effect of Advertising and Celebrity Endorsement on Purchase Intention with Brand Awareness as Intervening Variable. American Journal of Humanities and Social Sciences Research, 3(10), 221-231.
Ngo, L. V., Nguyen, T. N. Q., Tran, N. T., & Paramita, W. (2020). It Takes Two to Tango: the Role of Customer Empathy and Resources to Improve the Efficacy of Frontline Employee Empathy. Journal of Retailing and Consumer Services, 56.
Palusuk, N., Koles, B., & Hasan, R. (2019). All You Need is Nrand Love: a Critical Review and Comprehensive Conceptual Framework for Brand Love. Journal of Marketing Management. https://doi.org/10.1080/0267257X.2019.1572025.
Poletiek, F. H. (2013). Hypothesis-Testing Behaviour. Psychology Press.
Ranieri, A., Bernardo, I. D., Mele, C. (2024). Serving Customers Through Chatbots: Positive and Negative Effects on Customer Experience, 34(2), 2055-6225. DOI 10.1108/JSTP-01-2023-0015
Shaikh, A. S. H., Bhutto, M., Rani, F., Samo, F., & Bhutto, T. (2019). Young Buyers: Shopping Enjoyment and Obsessive-Compulsive Buying. Young, 11, 129–139.
Sugiyono. 2014. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif Dan R&D. Bandung: Alfabeta.
Theopilus Y., Yogasara, T., Theresia C., Ardine, D. (2021). Customer Experience Analysis of Cosmetics Retail Store on Millenial Women, 13, 29-45.
Wibowo, A.R & Yasri. 2023. The Influence Of Brand Love On Brand Loyalty Through Self Esteem And Susceptibility To Normative Influence As Moderation Variables To Consumers Iphone Product Users In Padang City. Jurnal Manuhara :Pusat Penelitian Ilmu Manajemen dan Bisnis 1(4), 181-197.
Yosef, A. S.. (2017). Pengaruh Brand Association, Brand Loyalty, Brand Awareness, dan Brand Image terhadap Brand Equity pada Brand Happy Baby.
Zhang, S., Peng, M. Y. P., Peng, Y., Zhang, Y., Ren, G., & Chen, C. C. (2020). Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet pcs: Building a Sustainable Brand. Frontiers in Psychology, 11.
Zygiaris, S., Hameed, Z., Alsubaie, M. A., Rehman S. U. (2022). Service Quality and Customer Satisfaction in the Post Pandemic World: A Study of Saudi Auto Care Industry, 13. https://doi.org/10.3389/fpsyg.2022.842141
Albert, N., & Merunka, D. (2013). The Role of Brand Love in Consumer Brand Relationships. Journal of Consumer Marketing.
https://doi.org/10.1108/07363761311328928.
Anggara, A. K. D., Ratnasari, R. T., & Osman, I. (2022). How store attribute affects customer experience, brand love and brand loyalty. Journal of Islamic Marketing, 14(11), 2980–3006. https://doi.org/10.1108/JIMA-01-2022-0002.
Anuraga, G., Indrasetianingsih, A., Athoillah, M. (2021). Pelatihan Pengujian Hipotesis Statistika Dasar dengan Software R. Jurnal BUDIMAS, 3(2).
Arikunto, S. 2010. Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Arsyad, A. (2015). Media Pembelajaran. Jakarta: PT RajaGrafindo Persada.
Ayuningsih, F., & Maftukhah, I. (2020). The Influence of Product Knowledge, Brand Image, and Brand Love on Purchase Decision through Word of Mouth. Management Analysis Journal, 9(4). DOI 10.15294/maj.v9i4.40796
Bahadur, W., Aziz, S., & Zulfiqar, S. (2018). Effect of Employee Empathy on Customer Satisfaction and Loyalty During Employee Customer Interactions: The Mediating Role of Customer Affective Commitment and Perceived Service Quality. Cogent Business and Management, 5(1), 1–21.
https://doi.org/10.1080/23311975.2018.1491780.
Berezan, O., Carola, R., Tanford, S., Kim, Y.S. (2013). Evaluating Loyalty Constructs Among Hotel Reward Program Members Using eWOM”, Journal of Hospitality and Tourism Research, 37(4), 1-28.
Boden, J., Maier, E., & Wilken, R. (2020). The Effect of Credit Card Versus Mobile Payment on Convenience and Consumers’ Willingness to Pay. Journal of Retailing and Consumer Services.
Bustamante, J. C., & Rubio, N. (2017). Measuring Customer Experience in Physical Retail Environments. Journal of Service Management, 28(5), 884-913. doi: 10.1108/ josm-06-2016-0142.
Carroll, B. A. and Ahuvia, A.C. (2006), Some Antecedents and Outcomes of Brand Love. Marketing Letters, 17(2), 79-90.
Chin, T. K., & Harizan, S. H. M. (2017). Factors Influencing Consumers’ Purchase Intention of Cosmetic Products in Malaysia. International Journal of Business and Innovation, 3(1), 1-15.
Choi, L., Kim, M. R., & Kim, S. (2024). The Role of Employee Empathy in Forming Brand Love: Customer Delight and Gratitude as Mediators and Power Distance Belief as a Moderator. Journal of Service Management, 35(3), 381–407. https://doi.org/10.1108/JOSM-09-2023-0391.
Dimas, F. A., Wisnalmawati, & Istanto, Y. (2023). Pengaruh Perceived Transaction Convenience dan Perceived Risk Terhadap Behavioural Intention Dimediasi Oleh Personal Innovativeness. Jurnal Muhammadiyah Manajemen Bisnis, 4(2), 47. https://doi.org/10.24853/jmmb.4.2.47-54.
Ellitan, L. (2023). Increasing Brand Loyalty Through Brand Image, Brand Love and Brand Experience. International Journal of Multidisciplinary Research and Publications, 6, 220-224.
Fetscherin, M., Boulanger, M., Souki, G. Q., & Goncalves Filho, C. (2014). The Effect of Product Category on Consumer Brand Relationships. The Journal of Product and Brand Management, 23(2), 78–89.
https://doi.org/https://doi.org/10.1108/JPBM-05-2013-0310
Fitriyanto, J. N., Widjanarko, D., Khumaedi, M. (2019). Validity and Reliability Test of Assesment Instrument of the Suitability of Electric Power Steering Media. Journal of Vocational Career Education, 4(1), 61-69.
Jain, S. S. and Jain, S. P. (2018), Power Distance Belief and Preference for Transparency”, Journal of Business Research, 89, 135-142. doi: 10.1016/j.jbusres.2018.04.016.
Joshi, R., & Garg, P. (2020). Role of Brand Experience in Shaping Brand Love. International Journal of Consumer Studies, 28(2), 200-215.
Khalid, A., Awan, R. A., Ali, R., & Sarmad, I. (2024). The Antecedent Cognitions of Brand Love and Its Impact on Brand Loyalty: the Moderating Role of Sustainability Marketing. Corporate Governance (Bingley), 24(3), 609–626. https://doi.org/10.1108/CG-06-2023-0230.
Kohli, G. S., Melewar, T. C., Yen, D. A. (2014). Investigating the Strategic Marketing Significance of Brand Love in Developing and Nurturing Consumer Brand Relationships via Film Branding: A Brandscape Perspective. The Marketing Review, 14(4), 382-404.
Izquierdo-Yusta, A., Martínez-Ruiz, M. P., Alvarez-Herranz, A. (2014), What Differentiates Internet Shoppers from Internet Surfers?, The Service Industries Journal, 34(6), 530-549.
Layna, I, A., & Hidayat, A. (2023). The Role of Brand Love in Mediating the Effect of Brand Experience on Brand Loyalty and Willingness to Pay for Green Skincare Products in Indonesia. Journal of Economics, Management and Trade, 29(10), 50-58 DOI: 10.9734/jemt/2023/v29i101141 .
Lee, H., Lalwani, A. K., Wang, J. J. (2020), Price No Object!: The Impact of Power Distance Belief on Consumers’ Price Sensitivity, Journal of Marketing, 84(6), 113-129. doi: 10.1177/ 0022242920929718.
Limanseto, H. (2023). Hasilkan Produk Berdaya Saing Global, Industri Kosmetik Nasional Mampu Tembus Pasar Ekspor dan Turut Mendukung Penguatan Blue Economy. Kemenko Perekonomian. https://www.ekon.go.id/publikasi/detail/5626/hasilkan-produk-berdaya-saing-global-industri-kosmetik-nasional-mampu-tembus-pasar-ekspor-dan-turut- mendukung-penguatan-blue-economy.
Maryam, U., Somayasa, W., Ruslan., Gubu, L., Jufra. (2022). Estimasi Parameter dan Uji Goodness of Fit untuk Data Biner Berpasangan. Jurnal Matematika, Komputasi dan Statistika, 2(1).
Maydeu-olivares, A., & Forero, C. G. (2010). Goodness of Fit Testing. International Encyclopedia of Education, 7, 190–196. https://doi.org/10.1016/B978-0-08-044894-7.01333-6.
Meesala, A., & Paul, J. (2018). Service Quality, Consumer Satisfaction and Loyalty in Hospitals: Thinking for the Future. Journal of Retailing and Consumer Services, 40(14), 261–269. https://doi.org/10.1016/j.jretconser.2016.10.011.
Memon, M. A., Thurasamy, R., Ting, H., Cheah, J. (2025). Purposive Sampling: A Review and Guidelines for Quantitative Research. Journal of Applied Structural Equation Modeling, 9(1).
Nasution, L.M. (2017). Statistik Deskriptif. Jurnal Hikmah, 14(1).
Ningrat, S. & Yasa, N. K. (2019). The Effect of Advertising and Celebrity Endorsement on Purchase Intention with Brand Awareness as Intervening Variable. American Journal of Humanities and Social Sciences Research, 3(10), 221-231.
Ngo, L. V., Nguyen, T. N. Q., Tran, N. T., & Paramita, W. (2020). It Takes Two to Tango: the Role of Customer Empathy and Resources to Improve the Efficacy of Frontline Employee Empathy. Journal of Retailing and Consumer Services, 56.
Palusuk, N., Koles, B., & Hasan, R. (2019). All You Need is Nrand Love: a Critical Review and Comprehensive Conceptual Framework for Brand Love. Journal of Marketing Management. https://doi.org/10.1080/0267257X.2019.1572025.
Poletiek, F. H. (2013). Hypothesis-Testing Behaviour. Psychology Press.
Ranieri, A., Bernardo, I. D., Mele, C. (2024). Serving Customers Through Chatbots: Positive and Negative Effects on Customer Experience, 34(2), 2055-6225. DOI 10.1108/JSTP-01-2023-0015
Shaikh, A. S. H., Bhutto, M., Rani, F., Samo, F., & Bhutto, T. (2019). Young Buyers: Shopping Enjoyment and Obsessive-Compulsive Buying. Young, 11, 129–139.
Sugiyono. 2014. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif Dan R&D. Bandung: Alfabeta.
Theopilus Y., Yogasara, T., Theresia C., Ardine, D. (2021). Customer Experience Analysis of Cosmetics Retail Store on Millenial Women, 13, 29-45.
Wibowo, A.R & Yasri. 2023. The Influence Of Brand Love On Brand Loyalty Through Self Esteem And Susceptibility To Normative Influence As Moderation Variables To Consumers Iphone Product Users In Padang City. Jurnal Manuhara :Pusat Penelitian Ilmu Manajemen dan Bisnis 1(4), 181-197.
Yosef, A. S.. (2017). Pengaruh Brand Association, Brand Loyalty, Brand Awareness, dan Brand Image terhadap Brand Equity pada Brand Happy Baby.
Zhang, S., Peng, M. Y. P., Peng, Y., Zhang, Y., Ren, G., & Chen, C. C. (2020). Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet pcs: Building a Sustainable Brand. Frontiers in Psychology, 11.
Zygiaris, S., Hameed, Z., Alsubaie, M. A., Rehman S. U. (2022). Service Quality and Customer Satisfaction in the Post Pandemic World: A Study of Saudi Auto Care Industry, 13. https://doi.org/10.3389/fpsyg.2022.842141
Published
2025-03-01
How to Cite
Hutasoit, J. D., Kurniawati, K., & Masnita, Y. (2025). ANTECEDENTS AND CONSEQUENCES OF CUSTOMER EXPERIENCE IN SKINCARE PRODUCTS. Journal of Management : Small and Medium Enterprises (SMEs), 18(1), 323-337. https://doi.org/10.35508/jom.v18i1.17947
Section
Articles
