Digital Marketing Strategy, Marketing Communication, and Service Quality: Their Impact on Wardah Cosmetics Consumer Satisfaction in The Age Range of 18-40 Years
Abstract
The aim of this study is to see how the satisfaction of Wardah cosmetics customers in Pekanbaru, who are between the ages of 18 and 40, is influenced by digital marketing strategies, marketing communications, and quality of service. Using the purposive sampling method, 238 people who used Wardah products and had access to digital media were selected. Independent variables determine consumer satisfaction, which is measured through the questionnaires used for data collection. Data analysis is carried out using Pearson correlation methods to evaluate the strength of the relationship between independent variables and customer satisfaction. The results of the research showed that digital marketing strategies and consumer satisfaction had a significant positive correlation with a correlative coefficient of 0.65 (p = 0.001), marketing communications also had a positive corelation with the correlational factor of 0.58 (p= 0.005), and the quality of service has a positive Correlation of 0.72 (p_0.005). The study found that Wardah cosmetics customers in Pekanbaru, especially customers between the ages of 18 and 40 years, were very satisfied with digital marketing strategy, marketing communication, and service quality. This conclusion provides practical implications for companies to create more effective marketing and service strategies to increase customer loyalty and satisfaction.
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References
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Dewi, A. S., Inayati, T., & Efendi, M. J. (2022). Pengaruh Digital Marketing, Electronic Word of Mouth, dan Lifestyle terhadap Keputusan Pembelian pada Marketplace Shopee Indonesia. Jurnal Teknologi Dan Manajemen Bisnis, 6(7), 56–98.
Erna, N. (2022). Pengaruh Kualitas Produk dan Inovasi Produk Terhadap Kepuasan Konsumen Dengan Kepercayaan Sebagai Variabel Intervening (Studi Kasus Pada Mahasiswa STIE Bina Karya Tebing Tinggi). Management and Business Progress, 2(2), 108–117.
Handayani, L. S., & Hidayat, R. (2022). Pengaruh kualitas produk, harga, dan digital marketing terhadap kepuasan pelanggan produk MS Glow Beauty. Ikraith-Ekonomika, 2(3), https://www.mendeley.com/catalogue/6c643269-d09d-3.
Homburg, C., & Wielgos, D. M. (2022). The value relevance of digital marketing capabilities to firm performance. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-022-00858-7
Huang, Y. C. (2022). How marketing strategy, perceived value and brand image influence WOM outcomes—The sharing economy perspective. Journal of Retailing and Consumer Services.
Jaas, A. (2022). E-marketing and its strategies: Digital opportunities and challenges. Open Journal of Business and Management, 13(2), 23–54.
Lee, W. L., Liu, C. H., & Tseng, T. W. (2022). The multiple effects of service innovation and quality on transitional and electronic word-of-mouth in predicting customer behaviour. Journal of Retailing and Consumer Services.
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-021-00829-4
Li, F., Larimo, J., & Leonidou, L. C. (2023). Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus. Psychology \&Marketing. https://doi.org/10.1002/mar.21746
Liu, J., Wang, C., Zhang, T., & Qiao, H. (2023). Delineating the effects of social media marketing activities on Generation Z travel behaviors. Journal of Travel Bussiness. https://doi.org/10.1177/00472875221106394
Matriani, N. K. (2022). PENGARUH E-MARKETING, DESAIN PRODUK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA PERUSAHAAN CANOPY ART BALI. Jurnal Emas, 4(7), 1653.
Melia, C. (2023). Pengaruh Digital Marketing, Customer Experience dan Customer Trust Terhadap Repurchase Intention Secara Online Produk Kosmetik Wardah. Jurnal Simki Economic, 4(2), 21–34.
Misischia, C. V, Poecze, F., & Strauss, C. (2022). Chatbots in customer service: Their relevance and impact on service quality. Procedia Computer Science.
More, A. B. (2023). Implementing digital age experience marketing to make customer relations more sustainable. New Horizons for Industry 4.0 in Modern Business. https://doi.org/10.1007/978-3-031-20443-2_5
Pramiandari, A. A. T. (2024). Pengaruh Kreativitas Iklan, Celebrity Endorser dan Digital Marketing terhadap Minat Beli konsumen Pada Frydian Nail Studio di Badung. eprints.unmas.ac.id.
Putri, C. (2023). Analisis Pengaruh Kualitas Produk Harga Dan Promosi Terhadap Keputusan Pembelian Pada Produk Kecantikan Wardah. Journal Of Management And Social Sciences, 1(3), 181–194. https://doi.org/10.59031/jmsc.v1i3.167
Putri, T. W., & Napitupulu, E. (2023). Wardah’s customer satisfaction regarding product packaging innovation, quality and price. Jurnal Komunikasi Dan Bisnis. https://doi.org/10.46806/jkb.v11i1.926
Rasheed, R., & Rashid, A. (2024). Role of service quality factors in word of mouth through student satisfaction. Kybernetes, 8(9), 112–132. https://doi.org/10.1108/K-01-2023-0119
Ratu, E. P., & Tulung, J. E. (2022). The impact of digital marketing, sales promotion, and electronic word of mouth on customer purchase intention at TikTok Shop. Jurnal EMBA: Jurnal Riset Ekonomi Bisnis.
Rehman, A. U., Bashir, S., Mahmood, A., Karim, H., & Nawaz, Z. (2022). Does e-shopping service quality enhance customers’e-shopping adoption? An extended perspective of unified theory of acceptance and use of technology. Plos One, 5(3), 23–53.
Riska, R. (2023). Faktor yang mempengaruhi partisipasi konsumen pada pemasaran media sosial. Fair Value: Jurnal Ilmiah Akuntansi Dan Keuangan, 3(2), 23–34.
Rosita, D., & Novitaningtyas, I. (2021). Pengaruh celebrity endorser dan brand image terhadap keputusan pembelian produk Wardah pada konsumen mahasiswa. INOBIS: Jurnal Inovasi Bisnis Dan …, 4(4), 494–505.
Sari, A. C. M., Purbowati, D., & Fadlillah, F. F. (2022). Literature Review Keputusan Pembelian Melalui Minat Beli: Promosi Iklan TV Dan Media Sosial. Jurnal Manajemen Pendidikan …, 3(1), 175–190.
Shadrina, R. N., & Yoestini, Y. (2022). Analisis pengaruh content marketing, influencer, dan media sosial terhadap keputusan pembelian konsumen (Studi pada pengguna Instagram dan Tiktok di Kota Magelang). Diponegoro Journal Of Management, 3(2), 32–41.
Shuwu, Y. (2024). An Empirical Analysis of Brand Loyalty and Marketing Strategies in the FMCG Sector of China. International Journal on Recent and Innovation Trends in Computing and Communication, 11(11), 1039–1045. https://doi.org/10.17762/ijritcc.v11i11.10583
Simangunsong, E. B., & Suhardi, S. (2023). The Influence of Product Quality and Word of Mouth on Wardah Cosmetics Purchase Decisions in Batam City. ECo-Buss. https://doi.org/10.32877/eb.v6i1.489
Sondak, C., A, T., & Lintong D. (2022). analisis pengaruh promosi penjualan dan harga terhadap kepuasan pelanggan di pt. Indogrosir manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(1), 754–764.
Susanti, D. A., & Edy Yusuf Agung Gunanto. (2022). Faktor yang Mempengaruhi Intention to Recommend Produk Kosmetik Halal (Studi Kasus di Kota Tangerang Selatan). Jurnal Ekonomi Syariah Teori Dan Terapan, 9(4), 543–558. https://doi.org/10.20473/vol9iss20224pp543-558
Tajudinnur, M., Fazriansyah, F., Ferdian, R., Iskandar, I., & ... (2022). Pengaruh Harga, Kualitas Produk Dan Pemasaran Digital Terhadap Niat Beli Ulang Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Sebatik, 7(2), 12–24.
Utama, S. P., & Susila, I. (2024). The effect of product quality and wardah skincare brand trust on customer loyalty mediated by customer satisfaction. International Journal of Global Accounting, Management, Education, and Entrepreneurship, 4(2), 282–297. https://doi.org/10.48024/ijgame2.v4i2.147
Winarno, K. O., & Indrawati, I. (2022). Impact of Social Media Marketing and Electronic Word of Mouth (E-Wom) on Purchase Intention. Jurnal Aplikasi Manajemen.
Wulandari, I., & Rauf, A. (2022). Analysis of Social Media Marketing and Product Review on the Marketplace Shopee on Purchase Decisions. Review of Integrative Business and Management.
Yang, Q., Hayat, N., Mamun, A. Al, Makhbul, Z. K. M., & ... (2022). Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach. Plos One.
Authors
Arfah, L. (2024). Digital Marketing Strategy, Marketing Communication, and Service Quality: Their Impact on Wardah Cosmetics Consumer Satisfaction in The Age Range of 18-40 Years. Agregat: Jurnal Ekonomi Dan Bisnis, 8(1), 40–56. https://doi.org/10.22236/agregat_vol8.i1/16245
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