FACTORS INFLUENCING POST PURCHASE BEHAVIOR OF CONSUMERS IN ETUDE HOUSE SURABAYA
Abstract
Korean beauty industry has witnessed an unprecedented level of growth that
has rarely been seen in any other industry for the past several years. However, the
Korean cosmetic industry started to veer off this trajectory starting in 2007, as it
gradually became more inelastic, which indicated that cosmetic products were
increasingly being perceived as more of a necessity than a luxury good. ). One of
the brand under AmorePasific is Etude House. Etude House is working with PT
Interkos Jaya Bhakti as a solo distributor and opened the first store in Indonesia in
2008 in Jakarta. Therefore, the researcher has planned to conduct the study of
factors influencing post purchase behavior of consumers in Etude House Surabaya.
The data used in this test were collected from 100 respondents. Five-point
Likert type was used to obtain respondent’s level of agreement. The eligibility of
100 respondents, they must age between 17-40, based in surabaya, knowing the
celebrities endorsment from Etude House products, has used products from Etude
House in the last one year, and has bought at least twice from Etude House in the
last six month. The study revealed significant results of perceived value and
customer satisfaction toward post purchase behavior, while perceived service
quality insignificantly effect on perceived value and customer satisfaction. This
research used descriptive analysis and multiple linier regressions analysis with
SPSS to test the relationship between variables.
This research finding revealed that Etude House must know their value and
how to increase their customer satisfaction by paying attention on the perceived
product quality with some improvement in their materials, ensure the quality of
Etude House product is the best make up product, products of Etude House can be
used in all situations and the quality of customers skin is in line with Etude House
product