The Impact Of Overpromising Campaign Towards Customer Loyalty On Local Skincare Products (Skintific And Somethinc)

Abstract

The intense competition of local brand skincare until 2027, led to an overpromising campaign in which the brand did not deliver on what they claimed. Hence, the purpose of this study is to tell local skincare companies about factors that influence customer trust, satisfaction, repurchase intention, word of mouth, that lead to customer loyalty, as well as to suggest some strategic ways to help people forgive the company. This research will be conducted qualitatively through interviews and quantitatively through an online survey of customers who have experienced local skincare products, specifically Somethinc and Skintific. According to the interview results, other variables that can influence customer loyalty include affordability to pay and impulsive buying tendency. The online survey gathered 200 respondents, both genders from Jabodetabek and Bandung. The SmartPLS application was used to analyze the data using the PLS-SEM approach. According to this study, overpromising ads have a considerable impact on customer loyalty via customer trust, satisfaction, repurchase intention, and word of mouth. The findings also revealed that the affordability to pay has a significant impact on the buyer decision-making process. With the findings, this study can assist local skincare companies in providing better ways to advertise their products.