Proceedings of the 3rd International Conference on Business and Engineering Management (ICONBEM 2022)

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Understanding the Influence of Product Recommendation and User Generated Content on Customer Loyalty of Beauty-Techs in Indonesia

Authors
Ika Nurkasanah1, *, Nita Ambarwati1, Mudjahidin1, Yosua Gibeon Leonardo1, Yehezkiel Novianto Aryasena1
1Institut Teknologi Sepuluh Nopember, Surabaya, Indonesia
*Corresponding author. Email: ika.nurkasanah@its.ac.id
Corresponding Author
Ika Nurkasanah
Available Online 31 July 2023.
DOI
10.2991/978-94-6463-216-3_2How to use a DOI?
Keywords
Social Shopping Community; Beauty-Tech; Customer Loyalty; Online Product Recommendation
Abstract

Social Shopping Community (SSC) is an online shopping platform to search, share, recommend, rate, and buy products, including Beauty-Tech's products. SSC increases customer loyalty through the profound factors: Online Product Recommendation (OPR), Online Product Brokering (OPB), and User Generated Content (UGC). Unfortunately, previous research was limited to observing one company's SSC platform only, so it is unclear whether the factors that can increase customer loyalty through the SSC platform apply to other beauty-tech companies. Therefore, this study uses SEM-PLS to examine how OPR affects OPB and customer loyalty through UGC. The findings reveal that a high level of user-generated content (UGC) moderates the relationship between customer loyalty and decision-making quality significantly. The OPR's enabler factor that substantially influences OPB is self-reference; meanwhile, information overload is the inhibitor factor that has a more decisive influence. The research results above apply to various SSC platforms in Indonesia because there are no significant statistical differences between Indonesia's top four beauty tech startup companies.

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 3rd International Conference on Business and Engineering Management (ICONBEM 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
31 July 2023
ISBN
978-94-6463-216-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-216-3_2How 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  - Ika Nurkasanah
AU  - Nita Ambarwati
AU  - Mudjahidin
AU  - Yosua Gibeon Leonardo
AU  - Yehezkiel Novianto Aryasena
PY  - 2023
DA  - 2023/07/31
TI  - Understanding the Influence of Product Recommendation and User Generated Content on Customer Loyalty of Beauty-Techs in Indonesia
BT  - Proceedings of the 3rd International Conference on Business and Engineering Management (ICONBEM 2022)
PB  - Atlantis Press
SP  - 3
EP  - 26
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-216-3_2
DO  - 10.2991/978-94-6463-216-3_2
ID  - Nurkasanah2023
ER  -