The Effect of Online Customer Experience Toward Customer Satisfaction and Customer Loyalty: A Case Study on Skin Care Product Brand Somethinc in Indonesia
Christabella Aurelia (a*), Nurrani Kusumawati (b)

a) School of Business and Management, Bandung Institute of Technology Jl. Ganesa No.10, Bandung 40132, Indonesia
*christabella_aurelia[at]sbm-itb.ac.id
b) School of Business and Management, Bandung Institute of Technology Jl. Ganesa No.10, Bandung 40132, Indonesia

Abstract

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. Brand Skincare 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. 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 uses qualitative and quantitative approaches. Interviews were used in qualitative investigations to gather extra variables and examined using manual coding. The author uses data triangulation, including netnographic observations and literature reviews. Then, through online questionnaires, quantitative approaches will be utilized to validate the data. The author^s criteria were applied to 246 respondents in this study. The writer employs descriptive analysis and PLS-SEM in the analysis. According to the findings of this study, the factors that influence customer satisfaction from X customers are Website Usability, Economic Value, Customization, Post-purchase Experience, Multichannel Interaction, and also customer satisfaction that Somethinc customers feel influences their Customer Loyalty. 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.

Keywords: Customer Experience, Customer Satisfaction, Customer Loyalty, Manual Coding, Triangulation, Online Survey, PLS-SEM, Mixed-Method Study.

Topic: Marketing Management