Pengaruh ekuitas merek dan kualitas hubungan terhadap niat pembelian berulang bahan aktif kosmetik PT XYZ

Abstract

Konsumen kecantikan Indonesia menunjukkan peningkatan minat terhadap perawatan kulit dan kesehatan, sehingga mendorong perluasan industri kecantikan. Pada tahun 2021, ekspor kosmetik Indonesia mencapai $241,3 juta, meningkat 18,4% dari tahun sebelumnya, yang menunjukkan stabilitas dan masa depan perdagangan kosmetik. Tren utama di sektor ini adalah meningkatnya permintaan terhadap dermokosmetik, yang memadukan kosmetik dengan produk dermatologis, sehingga bahan aktif kosmetik menjadi sangat vital.

Indonesian beauty consumers are showing a growing interest in skin care and health, driving the expansion of the beauty industry. In 2021, Indonesia’s cosmetics exports reached $241.3 million, an 18.4% increase from the previous year, demonstrating the stability and promise of the cosmetics trade. A key trend in this sector is the rising demand for dermocosmetics, which blend cosmetics with dermatological products, highlighting the importance of cosmetic active ingredients. This study aims to examine how brand equity influences repeat purchase intentions for cosmetic active ingredients, both directly and through the mediation of relationship quality. Conducted on 80 PT XYZ customers across Indonesia, the research utilized an online questionnaire and SEM-PLS analysis. The findings reveal that brand equity, along with relationship quality factors such as customer satisfaction, trust, and commitment, significantly impacts repeat purchase intentions. Moreover, relationship quality serves as a mediator between brand equity and recurrent purchase behavior. The research offers valuable insights into business-to-business interactions within Indonesia’s cosmetic raw material industry. It sheds light on how distributors, producers, and customers engage with each other, emphasizing the importance of enhancing brand equity and relationship quality. These improvements can encourage customers to continue purchasing cosmetic active ingredients, benefiting businesses in the cosmetic raw materials sectors.