Conferences of Sekolah Tinggi Manajemen PPM, THE 5TH ASIA-PACIFIC MANAGEMENT RESEARCH CONFERENCE

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The Impact of Brand Loyalty and Distribution Channels on Scarlett Product Repurchase Intentions in Bengkayang, West Kalimantan
Meriana Deasi

Last modified: 2024-07-06

Abstract


This research is motivated by the rapidly growing competition for skincare products in Indonesia, especially in the Bengkayang, West Kalimantan. As more people realise the importance of skin and appearance care. This study aims to analyse the impact of brand loyalty and distribution channels on Scarlett Product Repurchase Intentions in Bengkayang, West Kalimantan. The variables studied include brand loyalty and product distribution channels. This research uses a quantitative approach with a survey method. Data was collected through questionnaires distributed to consumers who have used Scarlett products at least once and are residents of Bengkayang Regency. There are 150 respondents who have participated to fill out the questionnaire and data from 150 respondents will be distributed in this study. The results showed that the variables of brand loyalty and product distribution channels had a positive and significant effect on repurchase intention. These results indicate that good management of brand loyalty variables and product distribution channels can increase consumer repurchase interest in Scarlett products. This study suggests adding other variables in future research to gain a deeper understanding.

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