Product Quality towards Brand Loyalty in the Cosmetic Industry

Renaliza R. Tutor

Santo Tomas College of Agriculture Sciences and Technology Davao del Norte, Philippines.

Stephany Cose

Santo Tomas College of Agriculture Sciences and Technology Davao del Norte, Philippines.

Ronald E. Almagro *

Santo Tomas College of Agriculture Sciences and Technology Davao del Norte, Philippines.

*Author to whom correspondence should be addressed.


Abstract

This descriptive-correlational study aimed to examine the relationship between product quality dimensions and brand loyalty. There were 259 respondents in six cosmetic industries in Davao del Norte who were chosen through stratified sampling. This study used two adapted questionnaires. Mean, Pearson r and standard deviation were used as statistical tools. The study involved analyzing data from respondents who provided ratings on various dimensions of product quality and brand loyalty indicators. The results revealed that product quality dimensions such as environmental friendliness, conformance, aesthetic, perceived quality, performance, reliability, serviceability, and durability were rated very highly by the respondents. However, features received a slightly lower rating compared to other dimensions. In terms of brand loyalty, indicators including variety-seeking, involvement, and resistance to situational factors received high ratings, while perceived brand differences received a comparatively lower rating. The analysis also showed a weak positive correlation (R-value=0.232 & P-value= 0.000) between product quality dimensions and brand loyalty, with a rejection of the null hypothesis, indicating a significant relationship. Overall, these findings suggest the importance of considering both product quality and brand loyalty dimensions in marketing strategies to enhance consumer satisfaction and loyalty.

Keywords: Marketing strategies, situational factor, product quality, brand loyalty, cosmetic industry


How to Cite

Tutor, Renaliza R., Stephany Cose, and Ronald E. Almagro. 2024. “Product Quality towards Brand Loyalty in the Cosmetic Industry”. Asian Journal of Economics, Business and Accounting 24 (6):135-46. https://doi.org/10.9734/ajeba/2024/v24i61348.

Downloads

Download data is not yet available.

References

Agnihotri N. Brand loyalty. Promoting Consumer Engagement through Emotional Branding and Sensory Marketing. 2022;113–118. Avaialble:https://doi.org/10.4018/978-1-6684-5897-6.ch010

Nengsih TA, Abduh M, Ladini U, Mubarak F. The impact of Islamic financial development, GDP, and population on environmental quality in Indonesia. International Journal of Energy Economics and Policy. 2023;13(1):7-13.

Othman AS, Abd Rahman I, Teoh N, Omar ARC, Osman LH. An empirical study on the factors influencing consumers’ purchase intention of cosmetic products. Malaysian Journal of Social Sciences and Humanities (MJSSH). 2022;7(6):e001512-e001512.

Kato Y, Kuhara R, Sakamoto M, Tsuchiya R, Nagatani N, Nonomura Y. Recognition mechanism of the “sara-sara feel” of cosmetic powders. Journal of Oleo Science. 2021;70(2):195-202.

Pardede B, Aprianingsih A. The influence of K-Pop artist as brand ambassador on affecting purchasing decision and brand loyalty (A Study Of Scarlett Whitening’s Consumers in Indonesia). International Journal of Management Research and Economics. 2023;1(2):01-15.

Putra EY, Pane MP. Analysis of factors affecting brand loyalty on cosmetic products in batam. International Journal of Social Science and Religion (IJSSR). 2022;231–250.

Avaialble:https://doi.org/10.53639/ijssr.v3i3.84

Pardede B, Aprianingsih A. The influence of k-pop artist as brand ambassador on affecting purchasing decision and brand loyalty (A Study Of Scarlett Whitening’s Consumers in Indonesia). International Journal of Management Research and Economics. 2023;1(2):01-15.

Lim SO, Isaksson M, Persson L, Dahlin J, Bruze M. Cosmetic preservative labeling in Philippine products in accordance with Philippine regulations. Contact Dermatitis. 2022;86(6):524–530.

Avaialble:https://doi.org/10.1111/cod.14070

Yandamuri K. Sustainability consciousness: Exploring consumer's commitment to sustainability ideals and its role in the purchase of sustainable beauty products. In Sustainable Marketing and Customer Value. Routledge. 2022;133-146.

Rahman SA, Rahim TNKT, Zaid WSW. Analyzing consumer awareness, knowledge and behavior among the population in Putrajaya. International Journal of Health Sciences. 2022;47008–47018. Avaialble:https://doi.org/10.53730/ijhs.v6ns7.13089

Tunahan C, Kutlu MB. Experienced product quality and brand loyalty: mediating role of customer satisfaction. Ege Akademik Bakis (Ege Academic Review); 2022. Avaialble:https://doi.org/10.21121/eab.1152164

Putra EY, Pane MP. Analysis of factors affecting brand loyalty on cosmetic products in batam. International Journal of Social Science and Religion (IJSSR). 2022;231-250.

Jewargi V, Narasalagi VM, Saraih UN. A study on brand loyalty for cosmetic products among female customers in Belagavi City.

Chinomona R, Maziriri ET. The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: a case of male consumers for cosmetic brands in South Africa. Journal of Business & Retail Management Research. 2017;12(01).

Avaialble:https://doi.org/10.24052/jbrmr/v12is01/tiobabaapqoblariacomcfcbi

Garvin D. Competing on the eight dimensions of quality. Harv. Bus. Rev. 1987;101-109.

Lavidge RJ, Steiner GA. A model for predictive measurements of advertising effectiveness. Journal of marketing. 1961;25(6):59-62.

Oliver RL. A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research. 1980;17(4):460–469. Avaialble:https://doi.org/10.1177/002224378001700405

Aaker D. Brand equity. La gestione del valore della marca. 1991;347:356.

Kano T, Mulavwa M. Feeding ecology of the pygmy chimpanzees (Pan paniscus) of Wamba. In The pygmy chimpanzee: Evolutionary biology and behavior. Boston, MA: Springer US. 1984;233-274.

Hirschman EC, Holbrook MB. Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing. 1982;46(3):92–101. Avaialble:https://doi.org/10.1177/002224298204600314

Devlin MJ. Research methods for business students (11th ed.). Pearson; 2020.

Bhat R. Research methods: A guide for beginners. New York: Oxford University Press; 2023.

Kaiser R. Research methods: Qualitative and quantitative approaches (5th ed.). Sage Publications; 2019.

Katzukov R. Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). Routledge; 2020.

Parsons VL. Stratified sampling. Wiley StatsRef: Statistics Reference Online. 2017;1-11.

Kianpour K, Jusoh A, Asghari M. Environmentally friendly as a new dimension of product quality. International Journal of Quality & Reliability Management. 2014;31(5):547–565.

Avaialble:https://doi.org/10.1108/ijqrm-06-2012-0079

Møller Jensen J, Hansen T. An empirical examination of brand loyalty. Journal of Product & Brand Management. 2006;15(7):442–449. Avaialble:https://doi.org/10.1108/10610420610712829

Sykes LM, Gani F. Statistical terms Part 1: the meaning of the MEAN, and other statistical terms commonly used in medical research: communication. South African Dental Journal. 2016;71(6):274-278.

Turney J. Statistical methods for business and economics (10th ed.). McGraw Hill Education; 2022.

Rathod K. Purchasing decisions in terms of perceived quality and product knowledge towards electrical products. 2023;11(06): 1732–1736. Avaialble:https://doi.org/10.56025/ijaresm.2023.2206231313

Ylilehto M, Komulainen H, Ulkuniemi P. The critical factors shaping customer shopping experiences with innovative technologies. Baltic Journal of Management. 2021;16(5):661–680.

Avaialble:https://doi.org/10.1108/bjm-02-2021-0049

Bhardwaj S, Nair K, Tariq MU, Ahmad A, Chitnis A. The state of research in green marketing: a bibliometric review from 2005 to 2022. Sustainability. 2023;15(4):2988.

Giráldez-Cru J, Chica M, Cordón O. An integrative decision-making mechanism for consumers’ brand selection using 2-tuple fuzzy linguistic perceptions and decision heuristics. International Journal of Fuzzy Systems. 2022;25(1):59–79. Avaialble:https://doi.org/10.1007/s40815-022-01385-x

Keller KL. Consumer research insights on brands and branding: A JCR curation. Journal of Consumer Research. 2019; 46(5):995–1001. Avaialble:https://doi.org/10.1093/jcr/ucz058

Mishra A, Rath S, Jena S. Impact of brand marketing on consumer decision making: With special reference to cosmetic industry. International Journal for Research in Applied Science and Engineering Technology. 2022;10(4):1213–1222. Avaialble:https://doi.org/10.22214/ijraset.2022.41417

Chadwick C, Putu Saroyini Piartrini. Product quality, convenience and brand loyalty: A case study of silverqueen’s adolescent consumers; 2019. Avaialble:https://doi.org/10.2991/icbmr-18.2019.19

Nwiepe NM, Grend MD. Product quality and consumer brand loyalty: A study of manufacturing firms. International Journal of Marketing and Communication Studies. 2019;4(1):1-11.