The Effect of Korean Beauty Product Characteristics on Brand Loyalty and Customer Repurchase Intention in Indonesia

The purpose of this study is to explore factors influencing Indonesian consumers to brand loyalty and customer repurchase intention of Korean beauty products. This study uses a quantitative approach to test the hypotheses. A sample of 411 respondents was collected by online questionnaires in Indonesia. Causal research design and SEM analysis are also conducted to determine the relationship between constructs. The finding showed that brand name, product quality, product design, promotion and brand loyalty have significant influence on repurchase intention. Moreover, all of product characteristics (brand name, product quality, product design and promotion) also have a significant influence on brand loyalty. This study explains some practical directions for beauty product companies to do better marketing strategies. Beauty product enterprises should give priorities to brand name, product quality, product design and promotion as the basic factor influencing consumers to repurchase the product. On the other hand, a commitment to build a strong brand loyalty in consumers' mind is a compulsory. Once consumers are loyal to one brand, they will keep buying a same product from a same brand again and again.