THE EFFECT OF ONLINE CUSTOMER EXPERIENCE TOWARD CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: A CASE STUDY ON SKIN CARE PRODUCT BRAND SOMETHINC IN INDONESIA

• Main Author: Aurelia, Christabella
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67802
• Institution: Institut Teknologi Bandung

In Indonesia, the local skincare sector has developed at a rapid speed during the previous five years. There are numerous new local skincare companies that are swiftly catching up to the classic skincare brands in Indonesia. Somethinc is one of the local brands that has recently become an attention. Somethinc has expanded rapidly in the last three years since its start in 2019, and is now Indonesia's third best local skincare brand. Somethinc will compete with other local skincare brands not only by providing high-quality services or goods, but also by providing a positive experience. Although they have been very successful, the customer experience from the less detail on the selling product on website, to best seller items that are mostly sold out it is effecting its satisfaction and also the loyalty of Somethinc customer to commit one skincare brand to be used. As a result, the purpose of this research is to determine the relationship between online customer experience characteristics and customer satisfaction, as well as to measure client loyalty. The author will also describe the differences in relevant online customer experience elements as part of this study, with the goal of contributing to knowledge about how to construct cosmetics online stores that provide a great customer experience. The author uses both qualitative and quantitative approaches. Interviews were used in qualitative investigations to gather extra variables, which were subsequently examined using manual coding. According to the author's criteria, interviews were performed with 10 respondents. The data will next be confirmed using data triangulation, which will include netnographic observations and literature reviews. Then, through distributing online questionnaires, quantitative approaches will be utilized to further validate the data. The author's criteria were applied to 246 respondents in this study. The writer employs descriptive analysis and Partial Least Squares - Structural Equation Modelling in the analysis. According to the findings of this study, from the qualitative research the author added one variable (Multichannel Interaction), and for the quantitative research the factors that influence customer satisfaction (CSF) from Somethinc customers are Website Usability (WU), Economic Value (EV), Customization (CZ), Post-purchase Experience (PE), Multichannel Interaction (MI), and also customer satisfaction (CSF) that Somethinc customers feel influences their Customer Loyalty (CL). Therefore, this result could be used for Somethinc brand to enhance their customer experience to produce more satisfaction for their customer and lead Somethinc to have more loyal customers , and can also be implemented by other local skincare companies for attracting customers to buy their products and services based on the result of this research. Keyword : Customer Experience, Customer Satisfaction, Customer Loyalty, Manual Coding, Triangulation, Online Survey, PLS-SEM, Mixed-Method Study