Analysis of Models for Increasing Consumer Loyalty of Beauty MSMEs Through Brand Equity Management, Service Quality, and Customer Bonding

Efendi Efendi; Amelia Setyawati; Fitria Halim; Jenni Anggreani; Acai Sudirman

doi:10.30588/jmp.v13i1.1614

Authors

Efendi Efendi Sekolah Tinggi Ilmu Ekonomi Sultan Agung, Pematangsiantar, North Sumatera
Amelia Setyawati STIE Indonesia Malang, Malang, East Java
Fitria Halim Sekolah Tinggi Ilmu Ekonomi Sultan Agung, Pematangsiantar, North Sumatera
Jenni Anggreani Sekolah Tinggi Ilmu Ekonomi Sultan Agung, Pematangsiantar, North Sumatera
Acai Sudirman SCOPUS ID 57210888599; Sekolah Tinggi Ilmu Ekonomi Sultan Agung, Pematangsiantar, North Sumatera http://orcid.org/0000-0003-3952-1463

DOI:

https://doi.org/10.30588/jmp.v13i1.1614

Keywords:

Beauty MSMEs, Brand equity, Consumer loyalty, Customer bonding, Service quality

Abstract

In an era of increasingly massive disruption, beauty MSMEs need to be able to optimize the resources they have. In the beauty industry, business competition is very tight, so consumer loyalty is very important to maintain a business to survive in a competitive market. The purpose of this study was to analyze the effect of brand equity, service quality, and customer bonding on consumer loyalty. This study used a sample size of 170 consisting of MSME beauty actors. Data analysis techniques using the SEM method with Partial Least Squares Modeling (PLS-SEM). The structural Equation Model (SEM) approach based on Partial Least Square is used for hypothesis testing. The results of the data analysis confirm brand equity, service quality, and customer bonding have a positive and significant effect on consumer loyalty. The implications of this research conclude that it is very important for beauty MSMEs to measure and evaluate the level of brand equity, service quality, and customer bonding regularly. MSME owners can use consumer surveys, online reviews, and data analysis to understand the extent to which these aspects influence consumer loyalty. This data can be used to make necessary changes and improvements. and data analysis to understand the extent to which these aspects influence consumer loyalty. This data can be used to make necessary changes and improvements. and data analysis to understand the extent to which these aspects influence consumer loyalty. This data can be used to make necessary changes and improvements.

Author Biographies

Efendi Efendi, Sekolah Tinggi Ilmu Ekonomi Sultan Agung, Pematangsiantar, North Sumatera

Management Department

Amelia Setyawati, STIE Indonesia Malang, Malang, East Java

Management Department

Fitria Halim, Sekolah Tinggi Ilmu Ekonomi Sultan Agung, Pematangsiantar, North Sumatera

Management Department

Jenni Anggreani, Sekolah Tinggi Ilmu Ekonomi Sultan Agung, Pematangsiantar, North Sumatera

Management Department

Acai Sudirman, SCOPUS ID 57210888599; Sekolah Tinggi Ilmu Ekonomi Sultan Agung, Pematangsiantar, North Sumatera

Acai Sudirman, S.E., M.M.

Management Science Department

Sekolah Tinggi Ilmu Ekonomi Sultan Agung, Pematangsiantar, North Sumatera, Indonesia

References

Abdullah, O., Sufi, T., & Kumar, S. (2022). Service Quality and its Influence on Customer Satisfaction and Customer Loyalty in the Restaurants of Five-Star Hotels. African Journal of Hospitality, Tourism and Leisure, 11(6), 2173–2189. https://doi.org/10.46222/ajhtl.19770720.349

Ayesh, L., Abu-Ghazaleh, T., & Al Zyoud, M. F. (2021). The Influence of Brand Equity on Customer Loyalty in Starbucks Chain in Jordan Lina Ayesh Tala Abu-Ghazaleh University, College for Innovation Mohammad Fahmi Al-Zyoud Al-Ahliyya Amman University – Jordan. International Journal of Business and Social Science Vol., 12(2), 56–69. https://doi.org/10.30845/ijbss.v12n2p5

Balci, G., Caliskan, A., & Yuen, K. F. (2019). Relational Bonding Strategies, Customer Satisfaction, and Loyalty in The Container Shipping Market. International Journal of Physical Distribution and Logistics Management, 49(8), 816–838. https://doi.org/10.1108/IJPDLM-02-2019-0051

Basoeky, U., Panggabean, S., Manu, G. A., Wardhana, A., Hoeronis, I., Adnan, Y., Maisarah, & Sudirman, A. (2021). Pemanfaatan Teknologi Digital: Dalam Berbagai Aspek Kehidupan Masyarakat. Bandung: Media Sains Indonesia.

Ghozali, I. (2014). Structural Equation Modeling, Metode Alternatif dengan Partial Least Square (PLS). Semarang: Badan Penerbit Universitas Diponegoro.

Gong, X., Cheung, C. M. K., Zhang, K. Z. K., Chen, C., & Lee, M. K. O. (2020). Cross-Side Network Effects, Brand Equity, and Consumer Loyalty: Evidence from Mobile Payment Market. International Journal of Electronic Commerce, 24(3), 279–304. https://doi.org/10.1080/10864415.2020.1767427

Gustini, S., Suryani, A. N., & Mahendri, A. (2022). Pengaruh costumer bonding terhadap loyalitas konsumen pada Kedai Remaja Sekayu. Jurnal Manajemen Kompeten, 5(1), 13–26.

Hair, J. F. (2014). Multivariate Data Analysis 7th Edition. NJ: Pearson Prentice Hall.

Hermawan, D. J., & Junaidi, J. (2022). Loyalitas Pelanggan Ditinjau dari Customer Bounding dan Citra Merek Pada PT Surya Inti Putra Pahlawan Probolinggo. Yudishtira Journal: Indonesian Journal of Finance and Strategy Inside, 2(1), 43–56. https://doi.org/10.53363/yud.v2i1.22

Irwansyah, R., Syahputra, D., Ningsih, S., Hasan, M., Kristanto, T., Nugroho, L., Marwan, D., Febrianty, Sudirman, A., & Sudarmanto, E. (2021). Marketing Digital Usaha Mikro. Bandung: Widina Bhakti Persada.

Kereh, G., Bogar, W., & Pandowo, A. (2023). Efek Customer Bonding dan Kepuasaan Terhadap Loyalitas Pelanggan Produk Scarlett di Tondano. JRMA (Jurnal Riset Manajemen dan Akuntansi), 10(03), 179–189.

Kotler, P., & Keller, K. L. (2016). Marketing Management (Global Edition) (15th ed.). Pearson Education.

Kusuma, A. H. P., Sudirman, A., Purnomo, A., Aisyah, S., Sahir, H. S., Rumondang, A., Salmiah, Halim, F., Wirapraja, A., Napitupulu, D., & Simarmata, J. (2020). Brand Management: Esensi, Posisi dan Strategi (Cetakan 1). Medan: Yayasan Kita Menulis.

Lai, I. K. W. (2015). The Roles of Value, Satisfaction, and Commitment in the Effect of Service Quality on Customer Loyalty in Hong Kong–Style Tea Restaurants. Cornell Hospitality Quarterly, 56(1), 118–138. https://doi.org/10.1177/1938965514556149

Marpaung, F. K., Dewi, R. S., Grace, E., Sugiat, M., & Sudirman, A. (2021). Behavioral Stimulus for Using Bank Mestika Mobile Banking Services : UTAUT2 Model Perspective. Golden Ratio of Marketing and Applied Psychology of Business, 1(1), 61–72.

Na-nan, K., Sanamthong, E., & Sulong, M. (2015). Employee engagement, Quality of Service and Customer Satisfaction Affecting Customer Loyalty to Hair and Beauty Salon Business. IJABER, 13(5), 3409–3421.

Oktaviani, N., Yusnita, I., & Sudirman. (2021). Pengaruh Customer Bonding dan Harga terhadap Loyalitas Pelanggan di CV Tiga Putra Padang. Jurnal Point Equilibrium Manajemen & Akuntansi, 3(1), 170–178.

Piri, H. (2013). Kualitas Pelayanan Jasa Pengaruhnya terhadap Loyalitas Pelanggan pada Steiner Salon Manado. Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 1(4).

Pratama, & Yulianthini. (2022). Pengaruh Kualitas Pelayanan dan Lokasi terhadap Loyalitas Pelanggan di Salon Agata. Jurnal Manajemen, 8(1), 228–235.

Pratiwi, K. W., & Suparna, G. (2018). Peran Kepercayaan Memediasi Kualitas Pelayanan dengan Kepuasan Pelanggan pada Camely Salon di Kota Denpasar. E-Jurnal Manajemen Unud, 7(9), 4947–4970.

Prihatinta, T., Lisdiantini, N., & Lestariningsih, T. (2023). The Influence of Perception of Customer Bonding on Customer Loyalty of Naavagreen Products in Madiun City. East Asian Journal of Multidisciplinary Research (EAJMR), 2(3), 969–976.

Putri, D. E., Sudirman, A., Suganda, A. D., Kartika, R. D., Martini, E., Susilowati, H., Bambang, & Handayani, T. (2021). Brand Marketing. Widina Bhakti Persada.

Ramdani, C. S. (2022). Pengaruh Kualitas Produk dan Ekuitas Merek terhadap Loyalitas Pelanggan PT Lotte Indonesia. Scientific Journal of Reflection: Economic, Accounting, Management and Business, 5(4), 969–977. https://doi.org/10.37481/sjr.v5i4.572

Rezeki, F., Lubis, A., Anggriani, R., Zuliestiana, D. A., Sinaga, O. S., & Sudirman, A. (2021). Decision Makers for Online Purchases of Fashion Products on Reebonz Online Shopping Sites. Universal Journal of Business and Management, 1(1), 62–71. https://doi.org/10.31586/ujbm.2021.010105

Robustin, T. P. (2022). Dimensions of Service Quality in Creating Customer Satisfaction Humaira Beauty. Jurnal Ilmu Manajemen Advantage, 6(2), 161–171.

Shammout, A. B. (2020). An Empirical Investigation of Relational Bonds on Attitudinal and Behavioral Customer Loyalty for Arabic Luxury Hotel Customers. International Journal of Hospitality and Tourism Administration, 21(3), 221–241. https://doi.org/10.1080/15256480.2018.1464420

Sherly, S., Halim, F., & Sudirman, A. (2020). The Role of Social Media in Increasing Market Share of MSME Products in Pematangsiantar City. Jurnal Manajemen dan Bisnis, 9(2), 61–72.

Sinaga, O. S., Putri, D. E., Banjarnahor, A. R., Halim, F., Sudirman, A., Ilmu, T., Sultan, E., & Utara, S. (2020). Mampukah Citra Merek, Fasilitas dan Kepercayaan Meningkatkan Kepuasan Pengunjung Taman Hewan Kota Pematangsiantar. Inovbiz: Jurnal Inovasi Bisnis, 8(1), 151–157.

Sudarso, A., Kurniullah, A. Z., Halim, F., Purba, P. B., Dewi, I. K., Simarmata, H. M., Purba, B., Sipayung, R., Sudirman, A., & Manullang, S. O. (2019). Manajemen Merek. In Journal of Chemical Information and Modeling (Vol. 53, Issue 9). Yayasan Kita Menulis.

Sudirman, A., Halim, F., Sinaga, O. S., & Marpaung, F. K. (2021). Reflection on Customer Satisfaction Using the Jaket Application in Terms of Aspects of E-Service Quality, Price, and Brand Awareness. Target : Jurnal Manajemen dan Bisnis, 3(1), 37–48.

Sudirman, A., Sherly, S., Butarbutar, M., Nababan, S. T., & Puspitasari, D. (2020). Loyalitas Pelanggan Pengguna Gojek Ditinjau dari Aspek Kualitas Pelayanan dan Kepuasan Konsumen. Procuration: Jurnal Ilmiah Manajemen, 8(1), 63–73.

Suryani, N. K., Riswandi, P., Hasbi, I., Rochmi, A., Hasan, M., Sudirman, A., Yuniarti, R., & Arta, I. P. S. (2021). Pengantar Manajemen dan Bisnis. Widina Bhakti Persada.

Tamara, S. Y., & Putra, T. A. E. (2021). Pengaruh Kepercayaan Merek, Ekuitas Merek, dan Harga terhadap Loyalitas Konsumen pada Pasta Gigi Merek Pepsodent di Kota Padang. Jurnal Manajemen Universitas Bung Hatta, 16(1), 68–74. https://doi.org/10.37301/jmubh.v16i1.18326

Tjiptono, F., & Chandra, G. (2011). Service Quality & Satisfaction (Edisi 3). Yogyakarta: Andi Offset.

Vepha San, Ploypailin Kijkasiwat, & Ali Abbasi. (2022). Understanding Service Quality and Price Fairness to Customer Loyalty in the Coffee Shop Industry in Thailand. International Journal of Social Science Research (IJSSR), 4(1), 505-518,. https://myjms.mohe.gov.my/index.php/ijssr/article/download/18077/9495

Vijayakumar, J. (2018). Impact of Retailer Brand Equity on Customer Loyalty with Customer Satisfaction in Selected Retail Outlets in Bangalore City. Journal of Management, 5(5), 23–31.

Wang, H.-L. (2014). Theories for competitive advantage. In H. Hasan (Ed.), Being Practical with Theory: A Window into Business Research (pp. 33–43). Wollongong, Australia: Theori.

Yuniawati, Y. (2022). Analisis Pengaruh Kualitas Layanan, Kualitas Produk dan Harga terhadap Tingkat Kepuasan Pelanggan Salon Johnny Andrean. Arbitrase: Journal of Economics and Accounting, 3(2), 377–382. https://doi.org/10.47065/arbitrase.v3i2.519