44
JURNAL ILMIAH MANAJEMEN
Homepage: ojs.uniska.ac.id/attadbir
The Influence Of Commitment On Purchase Intention For Looke Consumers In Surabaya
Sarah Faticha*1 , Larasati Ayu Sekarsari2
1,2 Hayam Wuruk Perbanas University, Surabaya, Indonesia e-mail: [email protected]
Received:
31 October 2023 Revised:
14 November 2023 Accepted:
21 November 2023
Abstract
This study examines the relationship between product packaging, key opinion leader effectiveness, commitment, and brand image on the purchase intention of Looke consumers in Surabaya. The type of research used is quantitative research through a consumer survey approach. The sampling technique used was purposive sampling. Data collection is done by survey method through google form filled in by respondents. The research sample used was 156 respondents who had bought and used Looke products in the Surabaya area. In this study, the test used in statistical analysis is hypothesis testing with PLS-SEM (Partial Least Square Structural Equation Modeling) software and WarpPLS 7.0. Based on the management results, (1) Product Packaging has a significant effect on Purchase Intention; (2) Key Opinion Leader has a significant effect on Brand Image: (3) Brand Image has a significant effect on Purchase Intention; (4) Commitment has a significant effect on Brand Image; and (5) Commitment has a significant effect on Purchase Intention.
Keywords: Brand Image; Product Packaging; Key Opinion Leader Effectiveness; Commitment; Consumer Purchase Intention
At-Tadbir: Jurnal Ilmiah Manajemen
Vol. 8, No. 1, 2024, 16 – 29 DOI: 10.31602/atd.v8i1.12943
At-Tadbir: Jurnal Ilmiah Manajemen is licensed under Creative Commons Attribution- Share A like 4.0 International License
Abstrak
Penelitian ini mengkaji hubungan antara kemasan produk, key opinion leader effectiveness, komitmen, dan citra merek terhadap niat beli konsumen Looke di Surabaya. Jenis penelitian yang digunakan adalah penelitian kuantitatif melalui pendekatan survey konsumen. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Pengumpulan data dilakukan dengan metode survey melalui google form yang diisi oleh responden. Sampel penelitian yang digunakan adalah 156 responden yangh pernah membeli dqan menggunakan produk Looke di wilayah Surabaya. Pada penelitian ini pengujian yang digunakan dalam analisis statistik adalah pengujian hipotesis dengan software PLS-SEM (Partial Least Square Structural Equation Modeling) dan WarpPLS 7.0. Berdasarkan hasil pengelolaan, (1) Kemasan Produk berpengaruh signifikan terhadap Niat Beli; (2) Key Opinion Leader berpengaruh signifikan terhadap Citra Merek: (3) Citra Merek berpengaruh signifikan terhadap Niat Beli; (4) Komitmen berpengaruh signifikan terhadap Citra Merek; dan (5) Komitmen berpengaruh signifikan terhadap Niat Beli . Kata Kunci: Citra Merek, Kemasan Produk, Key Opinion Leader Effectiveness, Komitmen, Niat Beli Konsumen
1. INTRODUCTION
During the Covid-19 pandemic, many businesses have closed. However, the potential for market growth in the beauty industry remains high. In fact, many new businesses have sprung up amid the Covid wave. Based on data from the Central Statistics Agency (BPS), the cosmetics industry, including the pharmaceutical, chemical, and traditional medicine industries, experienced a growth of 9.61% in 2021. In addition, BPOM RI noted that the cosmetics industry experienced an increase in the number of companies by 20.6%. A total of 819 cosmetics industries increased to 913 industries from 2021 to July 2022. The increase in the number of business actors in the cosmetics industry was dominated by the MSME sector, which amounted to 83%. This shows the great potential and opportunities in the cosmetics industry, especially in Indonesia (cnbcindonesia.com, 2022)
During the pandemic, many beauty start-ups and local brands are really creative. Local skincare and cosmetics manufacturers have managed to improve the quality of their products so that they can compete, even beat foreign products. Because of this creativity, beauty industry players still did not lose consumers even though most people spent time at home during the initial wave of the pandemic.
This is due to the high demand for women to beautify, maintain and care for themselves (cnbcindonesia.com, 2022). Looké Cosmetics is one of the local cosmetic brands that successfully stole the show in 2020 (kumparan.com, 2020). Looké Cosmetics is a local cosmetic brand from Yogyakarta under PT AVO Innovation Technology. The founder is Anugrah Pakerti, a young entrepreneur whose name was listed in the Forbes 30 Under 30 Asia 2020 list. Citing its official website, the brand claims to care about health and the environment by highlighting vegan, cruelty- free, and halal ingredients (akurat.co, 2022). Looke is among the top five most popular vegan cosmetics in Indonesia according to populix (databoks.katadata.co.id, 2022).
The increasingly fierce skincare business competition in Indonesia requires business people to continue to innovate both in terms of products, services, and strategies to retain and gain customers.
To achieve success, marketers must develop an understanding of how consumers' purchase intentions to make purchases. The level of consumer involvement in purchasing is strongly influenced by personal interests that are generated and felt. The rapidly changing environment and behavior patterns make the task of marketers to make consumers have high trust in the company not easy. Purchase intention is described as a person's situation before taking an action, which can be used as a basis for predicting that behavior or action (Ajzen and Fishbein, 2001 in K.
Navaneethakrishnan, A.S. Sathish, 2020). Purchase intention is very often used as a means of analyzing consumer behavior. Before making a purchase, consumers will generally collect some information, both about the product based on personal experience and from the surrounding environment (Ayu and Kerti, 2014 in K. Navaneethakrishnan, A.S. Sathish, 2020). Lin and Lu (2010) in K. Navaneethakrishnan, A.S. Sathish (2020) concluded that purchase intention includes several important notions, namely indicating the possibility that consumers are willing to consider purchasing a product, representing a person's desire to buy in the future, and expressing a consumer's decision to repurchase a company's product.
One of the factors that can influence purchase intention is product packaging. According to (Kotler & Keller, 2021) "Packaging is important because it is the buyer's first encounter with the product. A good package draws the consumer in and encourages product choice". Stating that
"Packaging is important because it will be the first encounter between the buyer and the product. A good and attractive appearance will make consumers choose the product". (Yulia, Ramdan, and Jhoansyah 2022) found that attractive product packaging can influence consumer buying interest.
This is in line with research conducted by Mariska Ayu Widyaningrum1 and Anwar Musadad (2021) which found that packaging has a partial and significant effect on buying interest. Through packaging, consumers are able to provide an assessment of the character and image of the product.
Through packaging, producers are able to convey the value, content, and benefits of a product.
Packaging also influences consumers in making purchasing decisions, therefore packaging is often said to be a silent salesman.
Key Opinion Leader aka KOL is someone who has skills, knowledge and abilities in certain fields whose influence is quite large. Each of his opinions will
listened to by the public. In short, KOLs can also be referred to as experts, professionals, or specialists who are trusted by many people. Abdurrahim and Sagen (2019), the importance of the attractiveness of promotional content greatly affects a person's buying interest, so he states that content marketing is a marketing strategy approach, focused on creating and delivering valuable, relevant, and consistent content to attract and retain clear consumers and ultimately drive good customer action. This need is also supported by the public's easy access to beauty products from abroad through e-commerce. However, with so many skincare products in circulation, there is still limited knowledge regarding the selection of skincare that is good and suitable for several skin types.
One of the information search options that can be used as a reference before making a purchase is through content marketing and listening to several reviews from a KOL or key opinion leader that they trust. Khalida Zein Fauzia and Hadi Purnama (2021), found that Key Opinion Leaders (KOLs) on the company's brand image on Instagram social media. These findings are supported by (Khodabandeh and Lindh 2021) who found that the brand image of a brand depends on how the Key Opinion Leader carries the name of a brand.
Brand image includes the overall view of a brand formed by processing information from various sources. Brand image has a big role in the consumer decision-making process, because indirectly consumers will use complete information which includes products and brands as a basis for choosing existing products (Tatik Suryani, 2023). Brand image transfer is also a significant factor in influencing consumer purchase intention. When a celebrity who has a positive image and is respected by consumers endorses a brand, the image can be transferred to the brand. This means that consumers will view the brand in the same way as they view the celebrity. If the celebrity is known as a passionate figure, consumers may associate the brand with passion and dedication, thus increasing their purchase intention (www.kompasiana.com, 2023). (Khodabandeh and Lindh 2021) found that brand image has a positive effect on purchase intention.
Customer commitment, which refers to product and service services, is a promise made by an individual to use the service indefinitely without switching to another service provider. As a result of the interaction of values, trust, and beliefs derived from customers, as well as the existence of an invaluable and irreplaceable relationship, there will be a commitment that will arise and play a role, fostering a sense of motivation to work together while trying to maintain the relationship so that it can continue to run well. (Quelyu and Santoso 2021). To maintain relationships with customers, customer commitment is very important. Strong customer commitment will increase business sales (Fared, Darmawan, and Khairi 2021). (Khodabandeh and Lindh 2021) found that consumer commitment has a significant and positive effect on brand image. Udayana and Sari (2023) also found that a brand that has good quality will foster customer commitment to have purchase intentions on a brand. While (Khodabandeh and Lindh 2021) concluded that customer commitment does not have a significant effect on purchase intention when not moderated by brand image.
2. LITERATURE REVIEW
2.1. Afsaneh Khodabandeha, Cecilia Lindh (2020)
This study aims to investigate the external input of Key Opinion Leaders and the internal input of commitment in online relationships as antecedents to purchase intentions with consideration of the mediating role of brand image. This research method is a survey of 730 online consumers analyzed using LISREL. Research on influencers and commitment has a significant positive effect on brand image. Brand image has a positive effect on purchase intention. Influencers and commitment have no significant effect on purchase intention.
2.2. Fanni Agmeka, Ruhmaya Nida Wathoni, Adhi Setyo Santoso (2019)
This study aims to investigate the effect of discount framing on consumer purchase intention and actual behavior which can be mediated by brand reputation and brand image. This research method conducts a quantitative study of 307 valid data samples from respondents in Jabodetabek who have made purchases at Lazada, a leading e-commerce in Indonesia. The results show that the discount framing path in influencing purchase intention and actual behavior depends on brand reputation and brand image.
2.3. Intan Firmantiny Yulia, Asep Muhamad Ramdan, Dicky Jhoansyah (2022)
This study aims to determine the mediating effect of consumer tastes in the relationship between product packaging and purchase intention. Sampling using the Solving formula and sampling techniques using probability sampling by distributing 351 female students in Sukabumi City universities. Consumer tastes have a positive effect on product packaging, product packaging has a significant effect on purchase intention and consumer tastes mediate the relationship between product packaging and purchase intention.
2.4. Liping Xiong, Vincent Cho, Kris MY Law & Lianne Lam (2021)
This study aims to determine the mediating effect of Skincare Consciousness and Social Influence in the relationship between Trustworthiness, Familiarity, Expertise, and KOL Effectiveness on Brand Image. Sampling uses a comprehensive model by randomly distributing paper-based questionnaires. A total of 283 out of 377 people agreed to fill out the questionnaire in Hangzhou mall, China. Trustworthiness and Familiarity do not have a positive effect on KOL Effectiveness, KOL Effectiveness has a significant effect on Brand Image mediated by Social Influence and Skincare Consciousness.
2.5. Hypotheses Development
Product Packaging (Kemasan Produk) and Purchase Intention (Niat Beli): Previous research has consistently demonstrated that product packaging plays a significant role in consumer decision- making (Silayoi & Speece, 2007; Underwood, Klein & Burke, 2001). The quality, aesthetics, and functionality of packaging (H1) have been found to influence consumer emotions and perceived product value (Orth & Malkewitz, 2008), which, in turn, can increase purchase intention (Wells, Farley & Armstrong, 2007).
H1: Product Packaging has a positive effect on Purchase Intention among Looke consumers in Surabaya
KOL Effectiveness and Brand Image (Citra Merek): The influence of key opinion leaders (KOLs) on brand image (H2) is well-established in marketing literature. KOLs, through their perceived expertise and trustworthiness, can shape consumer attitudes toward a brand (Freberg, Graham,
McGaughey & Freberg, 2011). The effectiveness of KOLs in communication (Hovland, Janis &
Kelley, 1953) directly correlates with the enhancement of brand image (Choi & Rifon, 2012).
H2: KOL Effectiveness has a positive effect on Brand Image among Looke consumers in Surabaya
Brand Image and Purchase Intention: The relationship between brand image (Citra Merek) and purchase intention (Niat Beli) (H3) has been a focal point in marketing research. A strong, positive brand image has been linked to increased consumer loyalty and higher purchase intentions (Keller, 1993). Aaker (1991) posits that brand image serves as a cue that reduces consumer search costs and perceived risk, thus influencing purchase decisions.
H3: Brand Image has a positive effect on Purchase Intention among Looke consumers in Surabaya
Consumer Commitment (Kommitmen) and Brand Image: The impact of consumer commitment on brand image (H4) is evident in the work of Morgan and Hunt (1994), who argue that commitment leads to a more favorable brand reputation and sustained relationships. Consumers who display higher commitment levels are more likely to engage in positive word-of-mouth, further enhancing brand image (Harrison-Walker, 2001).
H4: Commitment has a positive effect on Brand Image for Looke consumers in Surabaya
Consumer Commitment and Purchase Intention: Lastly, the direct relationship between consumer commitment and purchase intention (H5) is highlighted in studies that show committed consumers are not only repeat buyers but also brand advocates (Fullerton, 2003). Their commitment reflects an emotional attachment that increases the likelihood of purchase (Thomson, MacInnis & Park, 2005).
H5: Commitment has a positive effect on Purchase Intention among Looke consumers in Surabaya.
Figure 1. Theoretical Framework Source: Authors, 2023
3. RESEARCH METHODS 3.1. Type of Research
The method used in this research is descriptive with a quantitative approach. Quantitative research is research that aims at testing how positive a hypothesis can be measured based on data to examine a particular population or sample, and data obtained by utilizing previous or actual research instruments in the hope that it can be used as a more complex scientific study, data analysis is quantitative / statistical, with the aim of testing predetermined hypotheses. Meanwhile, descriptive research is a method used to analyze data by collecting data without making general conclusions (Sugiyono, 2019). The questionnaire made is closed and only experienced by the respondent himself, questions and answers have been provided for the respondent, and the respondent is sufficient to answer the questions that have been provided.
3.2. Location and Time of Research
Respondents used in this study are consumers who have ever bought and used Looke. researcher limited the survey to accepting respondents from the city of Surabaya to facilitate researchers in the data collection process. data collection through this questionnaire was carried out from June 2023 to August 2023.
3.3. Population and Sample
Population is a generalization area consisting of objects or subjects that have certain quantities and characteristics set by researchers to study and then draw conclusions Sugiyono (2019). In this study, the population used is Looke consumers in Surabaya. The sampling technique chosen is purposive sampling, namely determining the sample determined by certain criteria Sugiyono (2019).
The sample criteria for this study are as respondents know Looke products from one of the Key Opinion Leaders, respondents are users of Looke products and have purchased products at least once in the last 3 months, respondents are at least 19 years old.
Table 1. Operationalization of the variables
Variable Code Indicator Source
KOL Effective- ness
KE1 Key Opinion Leaders' reviews of Looke products are very convincing.
(Xiong et al., 2021) KE2 Key Opinion Leader's argument makes me more confident in Looke's product performance.
KE3 Key Opinion Leader's testimony makes me believe Looke products are worth buying.
Product Packaging
PP1 The packaging of Looke products is essential to me. (Waqas
et al., 2020) PP2 I choose Looke products based on what they are designed to look like.
PP3 I always consider the packaging of Looke products before I buy.
Brand Image
BI1 Looke is a well-established cosmetic product. (Agmek
a et al., 2019) BI2 Looke has a favorable image.
BI3 Looke has a better image as against other cosmetic brands.
Commitm ent
CO1 Looke is my most loved cosmetic, even though it's more costly. (Khodab andeh &
Lindh, 2021) CO2 I will always be deeply committed to using Looke products.
Purchase Intention
PI1 I have the willingness to buy Looke.
(Agmek a et al., 2019) PI2 I would refer Looke to others.
PI3 I will pick up Looke products when purchasing beauty products.
PI4 I fully intend to keep buying Looke products.
3.4. Data Collection Techniques
The type of research used is quantitative research through a consumer survey approach as shown in Table 1. The sampling technique used is purposive sampling. Data collection is done by survey method through google form filled in by respondents. The variables in this study are measured using a scale called a Likert scale of 1-5. The research sample used was 156 consumers of Looke products in Surabaya at least 19 years old and have shopped for Looke products at least once in the last 3 months. Testing in this study uses statistical analysis with PLS-SEM (Partial Least Square Structural Equation Modeling) software and WarpPLS 7.0.
4. RESULTS AND DISCUSSION 4.1. RESULTS
After distributing questionnaires to respondents, there were several responses from respondents.
Then all the data that has been entered is checked and found as many as 156 respondents data that can be processed. Table 2 shows a classification of demographic data based on the characteristics of the respondents used in this study.
Table 2. Demographic Characteristics of Respondents
Description Frequency Percentage
Gender Female Male
139 17
89%
11%
Age
19-24 95 61%
25-31 23 15%
31-36 16 10%
37-42 11 7%
>42 11 7%
Education
HIGH SCHOOL 19 12%
Diploma (D3) 16 10%
Bachelor (S1) 105 67%
Master (S2) 10 6%
Doctor (S3) 6 4%
More 0 0%
Occupations
Employees 21 13%
PNS 24 15%
Self-employed 17 11%
Student 93 60%
Monthly Income
0 - Rp. 3,000,000 97 62%
> Rp. 3,000,000 - Rp. 6,000,000 12 8%
Rp. 6,000,000 - Rp. 12,000,000 30 19%
> Rp. 12,000,000 17 11%
Source: Data obtained (2023)
In the demographic profile of 156 respondents, 17 were male (11%) and 139 were female (89%).
The age of the majority of respondents is in the range of 19-24 years, totaling 95 people (61%).
Based on this figure, the category of respondents in this study is productive age and young generation. The average last education of respondents is Bachelor (S1), totaling 105 people (67%).
This means that the respondents in this study are in the educated category. The occupation of a number of respondents is mostly students (60%) totaling 93 people. The majority of monthly income of a number of respondents ranged from 0 - Rp. 3,000,000 as many as 97 people (62%). Details of the demographic characteristics of respondents in this study are listed in Table 3.
Table 3. Validity and Reliability Test Variables Item
Code
Loading
Factor AVE P.
Value
Composite Reliability
Cronbach Alpha Product Packaging
(KP)
KP1 (0.887)
0.788
<0.001
0.918 0.866
KP2 (0.889) <0.001
KP3 (0.888) <0.001
Key Opinion Leader (KOL)
KOL1 (0.879)
0.764
<0.001
0.907 0.846
KOL2 (0.850) <0.001
KOL3 (0.893) <0.001
Commitment (CO)
CO1 (0.904)
0.817 <0.001
0.899 0.776
CO2 (0.904) <0.001
Brand Image (CM)
CM1 (0.890)
0.786
<0.001
0.917 0.864
CM2 (0.879) <0.001
CM3 (0.890) <0.001
Purchase Intention (NB)
NB1 (0.880)
0.766
<0.001
0.929 0.898
NB2 (0.873) <0.001
NB3 (0.855) <0.001
NB4 (0.893) <0.001
Source: Data obtained (2023)
The validity test is divided into two, namely: convergent validity test and discriminant validity test. The convergent validity test looks at whether each research instrument converges according to the criteria and can be seen with an AVE value ≥ 0.5 and a loading factor value> 0.6 (p < 0.05) (Hair et al., 2019). The results of testing variable items are constant or remain the same and can be declared valid. In accordance with the results of Table 2, the results of the statement item test can be continued for the next statistical analysis process. A research instrument is said to be reliable if it shows Cronbach Alpha> 0.6 and Composite Reliability> 0.7 (Hair et al., 2019). Reliability testing has been carried out for a large sample for statement items of all variables found to show results according to the criteria and said to be reliable.
Table 4. Inner Model Test Results
Variables Code VIF
R- Squared Value (R2)
Adjusted R-
Squared Value
Q-Squared Value
Product Packaging
(KP) KP 4.609 - - -
Key Opinion Leader
(KOL) KOL 6.916 - - -
Commitment (CO) CO 4.031 - - -
Brand Image (CM) CM 7.177 0.818 0.815 0.816
Purchase Intention
(NB) NB 7.001 0.853 0.850 0.853
Source: Data processed (2023)
The (R2) test can be classified into three groups, namely 0.75, 0.50 and 0.25 which are classified into substantial, moderate, and weak and if the R-Square value is above 0.90 it is said to be indicative of overfit (Hair et al., 2019). Another value that is seen is the value (Q2). The value that indicates a good Q-square test is if the value is >0 and the values above 0, 0.25 and 0.50 are defined as small, medium, and large (Hair et al., 2019). Furthermore, the multicollinearity test is seen from the VIF value criteria. The ideal VIF value is less than 3 and the maximum VIF value is 5 (Hair et al., 2019).
The results of the R² value in this study show that the R² value of Brand Image (CM) is 0.818, and Purchase Intention (NB) is 0.853. The R² value is considered meaningful because it is above 0.1 (Falk & Miller, 1992). The results of the Q² value in this study are greater than zero, so it can be said that the exogenous variable construct has predictive ability on the endogenous variable construct (Hair et al., 2019).
4.2. DISCUSSION
Figure 2. Model Hypothesis Test Results
Source: Data processed (2023)
Table 5. Hypothesis Test Results
Hypothesis Path
Coefficient p-value Conclusion Product Packaging → Purchase Intention 0.281 <0.001 Accepted Key Opinion Leader → Brand Image 0.724 <0.001 Accepted Brand Image → Purchase Intention 0.474 <0.001 Accepted
Commitment → Brand Image 0.200 0.005 Accepted
Commitment → Purchase Intention 0.222 0.002 Accepted Source: Data processed (2023)
Figure 2 shows the results of processed research data on WarpPLS and Table 5 is the result of a summary of the hypothesis in this study. The figures and tables above have the following analysis:
Product Packaging and Purchase Intention: According to the data listed in Table 5, the p-value of this hypothesis is <0.001, which means that product packaging has a positive effect on purchase intention. This research supports research (Willy and Nurjanah 2019) which states that seen from the graphic design of product packaging that displays brand names, colors, and fonts, the perception of these images is quite high. Purchase intentions are strongly influenced by structural design, which includes shape, size, and material in addition to graphic design. Product information, such as its composition and expiration date, is another aspect that influences purchase decisions. This shows that consumers are making wiser choices nowadays.
H1: Product Packaging has a positive effect on Purchase Intention among Looke consumers in Surabaya
KOL Effectiveness and Brand Image: According to the data listed in Table 5, the p-value of this hypothesis is <0.001, which means that key opinion leader packaging has a positive effect on brand image. The results of the research on this hypothesis support (Xiong et al. 2021) that awareness is a cognitive training method that gradually corrects prejudices and misunderstandings. This makes consumers follow someone who can be used as a role model according to their field. The existence of this phenomenon proves that key opinion leaders can shape the image of a brand for the better.
H2: KOL Effectiveness has a positive effect on Brand Image among Looke consumers in Surabaya
Brand Image and Purchase Intention: According to the data listed in Table 5, the p-value of this hypothesis is <0.001, which means that product packaging has a positive effect on purchase intention. The results of this study are in line with (Zulviani, Akramiah, and Mufidah 2019) which explains that customers' impressions of these brands are influenced by their experiences, beliefs, feelings, and knowledge after buying their goods. This incident shows how brand image can influence consumers' intention to make a purchase. The survey findings, which show that consumers offer positive brand image ratings, confirm these claims.
H3: Brand Image has a positive effect on Purchase Intention among Looke consumers in Surabaya
Commitment and Brand Image: According to the data listed in Table 5, the p-value of this hypothesis is 0.005, which means that commitment has a positive effect on brand image. The results of testing this hypothesis support (Khodabandeh and Lindh 2021) that consumer commitment has a significant
and positive effect on brand image. Brand identity (something that is good in the brand and benefits customers) leads to a positive brand image. High positive commitment occurs when the engagement between customers and the company increases. So that a high level of involvement as a strong commitment to a brand increases the image of a brand.
H4: Commitment has a positive effect on Brand Image for Looke consumers in Surabaya
Commitment and Purchase Intention: According to the data listed in Table 5, the p-value of this hypothesis is 0.002, which means that commitment has a positive effect on purchase intention. The results of this research hypothesis support (Udayana and Sari 2023) that a brand that has good quality will foster customer commitment so that it will continuously foster consumer buying intentions on a brand. Concluded (Khodabandeh and Lindh 2021) old research found that customer commitment increases purchase intention, but the results in his research show that customer commitment does not have a significant effect on purchase intention if it is not accompanied by other moderating variables such as: brand image.
H5: Commitment has a positive effect on Purchase Intention among Looke consumers in Surabaya.
5. CONCLUSSION
The results of this study are product packaging, key opinion leader effectiveness, commitment, and brand image have a positive effect on the purchase intention of Looke consumers in Surabaya.
It can be interpreted that (1) If the quality of product packaging increases, consumer purchase intention will also increase. (2) Key opinion leader effectiveness can improve the image of a brand because key opinion leaders are able to influence consumer opinion. Key opinion leader effectiveness is increasingly widespread with the help of increasingly widespread digitalization (3) Brand image influenced by key opinion leaders is able to influence consumer purchase intention. If the brand image increases, consumer purchase intention will also increase. (4) Commitment formed in consumers affects brand image. When brand consumers have a high commitment, the image of the brand will also increase. (5) Commitment significantly affects consumer purchase intention.
High consumer commitment will affect consumer purchase intention, especially in this research phenomenon when the brand is facing problems.
5.1. Research Limitation
The study presents several limitations that should be acknowledged. The findings are confined to Looke consumers within Surabaya, which may not be indicative of broader consumer behavior patterns. The emphasis on digital platforms and key opinion leaders (KOLs) as influencers could overlook other traditional and potentially influential factors affecting purchase intention.
Additionally, the research does not account for the dynamic nature of consumer preferences, which can shift rapidly due to various market trends or external events. The effect of commitment on purchase intention is also considered in a narrow context and may not encapsulate the full range of consumer-brand relationships that exist in a wider commercial environment.
5.2. Research Suggestion
Future research could build on this study by examining a more diverse demographic to assess the universality of the findings. It would be beneficial to investigate the impact of product packaging, KOL effectiveness, commitment, and brand image across different cultures and regions. Further
research could also explore the interplay between digital and traditional marketing methods in shaping consumer purchase intentions. A longitudinal approach could provide a deeper understanding of how consumer commitment evolves and its sustained impact on brand image and purchase intention, particularly through crises or issues faced by the brand. This would offer a more comprehensive view of the determinants of consumer behavior in various situational contexts.
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