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Multichannel Integration, Trust and Repurchase Intention: Antecedent and Its Implications. A Study in the BLP Beauty Product

In: Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)

Author

Listed:
  • Maria Ardiana Kusuma Wardani

    (Universitas Multimedia Nusantara, Management)

  • Purnamaningsih Purnamaningsih

    (Universitas Multimedia Nusantara, Management)

  • Florentina Kurniasari

    (Universitas Multimedia Nusantara, Management Technology)

Abstract

Beauty products are part of the lifestyle of women in Indonesia. It encourages the development of the beauty industry, followed by many local beauty brands emerging in the market. Many local beauty brands prefer to start their businesses online due to low investment cost and expand their market into the offline after well-established. During the Covid 19 Pandemic, the sales was declining due to the reduction usage of the beauty products. Optimizing multichannel integration in both online and offline platforms was chosen to increase sales. This study aims to enhance repurchase intention on BLP beauty brands by investigating the impact of trust and multichannel integration. This study proposes six hypotheses, and the data analysis was conducted using the Structural Equation Model (SEM). The results show that customer loyalty has impact to repurchase intention on both online and offline platform. Meanwhile, only trust influences customer loyalty in offline platform. Furthermore, this study also found that multichannel integration does not influence customer loyalty in the local beauty product.

Suggested Citation

  • Maria Ardiana Kusuma Wardani & Purnamaningsih Purnamaningsih & Florentina Kurniasari, 2023. "Multichannel Integration, Trust and Repurchase Intention: Antecedent and Its Implications. A Study in the BLP Beauty Product," Advances in Economics, Business and Management Research, in: Nairobi & Yuliansyah & Habibullah Jimad & Ryzal Perdana & Gede Eka Putrawan & Trio Yuda Septiawan (ed.), Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022), pages 508-519, Springer.
    • Handle: RePEc:spr:advbcp:978-2-38476-064-0_52
    DOI: 10.2991/978-2-38476-064-0_52
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