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

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

Authors
Maria Ardiana Kusuma Wardani1, Purnamaningsih Purnamaningsih1, Florentina Kurniasari2, *
1Management, Universitas Multimedia Nusantara, Tangerang, Indonesia
2Management Technology, Universitas Multimedia Nusantara, Tangerang, Indonesia
*Corresponding author. Email: florentina@umn.ac.id
Corresponding Author
Florentina Kurniasari
Available Online 30 May 2023.
DOI
10.2991/978-2-38476-064-0_52How to use a DOI?
Keywords
Multichannel integration; Trust; Repurchase Intention; Local Beauty Product
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
30 May 2023
ISBN
10.2991/978-2-38476-064-0_52
ISSN
2352-5428
DOI
10.2991/978-2-38476-064-0_52How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Maria Ardiana Kusuma Wardani
AU  - Purnamaningsih Purnamaningsih
AU  - Florentina Kurniasari
PY  - 2023
DA  - 2023/05/30
TI  - Multichannel Integration, Trust and Repurchase Intention: Antecedent and Its Implications. A Study in the BLP Beauty Product
BT  - Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)
PB  - Atlantis Press
SP  - 508
EP  - 519
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-38476-064-0_52
DO  - 10.2991/978-2-38476-064-0_52
ID  - Wardani2023
ER  -