Changes in Consumer Behaviour of Skincare Repurchasing During COVID-19 Pandemic
Hasna Annisa Dewi1*
1 School of Business and Management, Institute Technology Bandung, Bandung, Indonesia
*Corresponding Author: [email protected]
Accepted: 15 August 2022 | Published: 1 September 2022 DOI:https://doi.org/10.55057/ajrbm.2022.4.3.5
__________________________________________________________________________________________
Abstract: The COVID-19 Pandemic causes shifting in various aspects, including the way consumers purchase and repurchase. Concerns about the risk in the product during the purchase of skin care products appear during pandemic. The purpose of this study is to examine the effect of pandemic on the intention of repurchasing skin care products and recommendations from the results of analysis in terms of changes occurred in consumer behavior, specifically purposed for marketers of skincare brands. This study uses exploration research methods and quantitative methods to analyze research objectives. Exploration research was carried out by interviewing 11 respondents. The online survey was conducted on 400 respondents with the scope of Jabodetabek and Bandung areas, and experienced in making purchases before pandemic and during pandemic. Quantitative analysis is carried out through PLS-SEM to analyze the correlation relationship of Purchase Experience, Self-Congruity, Brand Image, Habits, Perceived Risks, and Online Review on Social Media and E-Commerce.
The results of these findings found that there was a significant relationship of Purchase Experience and Habit, Habit Before Pandemic with Repurchase Intention After Pandemic (Brands Before Pandemic), Habit during the Pandemic with Repurchase Intention After Pandemic (Brands During Pandemic), Self-Congruity and Repurchase Intention After Pandemic (Brands Before Pandemic), Online Review (Social Media) with Repurchase Intention After Pandemic (Brands Before Pandemic), Brand Image with Repurchase Intention After Pandemic (Brands During Pandemic), and Brand Image with Self-Congruity. Based on these findings, recommendations suggested to marketers are to adjust the image of the brand with changes in habits that occur due to pandemic and during the pandemic, focus on minimizing the risk of online purchases and focusing on increasing good quality reviews, especially on platforms with content of video.
Keywords: COVID-19 Pandemic; Skincare Brands; Repurchase Intentions; Habit; Online Review; Consumer Behaviour
___________________________________________________________________________
1. Introduction
The COVID-19 pandemic has caused various changes in terms how people behave including on how people purchase things. In the world of beauty industry, the change caused by the pandemic is inevitable, there are uncertain circumstances leading to failure in the businesses.
The shifting to the online presence of skincare and cosmetic products may affect the behavior and the factors on purchase intention in purchasing online. Previous studies found there is low number (34%) user of cosmetics users who care for their nail, hair, and skincare during the
pandemic. The study mentions there are many factors which become the reason on why people are reluctant to use or even do not use cosmetics anymore in the pandemic, starting from self- quarantine, limitation of events and gatherings. During the pandemic, people spend less on non-essential products for instance the makeup, games, and jewelry (Mehta et al., 2020).
Skincare usage face changing due to conditions in the room that might lead to skin damage.
Some studies show that there are changes in the habit during the pandemic such study by Ścieszko et al., (2021) which shows the high tendencies and interests for the use of skincare, as well as making changes in the habit of using skincare. These new skincare routines proven could lead into skin improvement. However, it also makes it possible to come back to their previous skincare routine habit despite the pandemic condition, as stated on the previous study by Mościcka et al., (2020).
Furthermore, it is also found that those who do not use skincare, experience negative feeling and not feeling well and which boosting the uncertainty in facing changes in pandemic and possibly affecting the repurchase intention of skincare (Marahatta et al., 2021). This is a gap opportunity for the cosmetics businesses in give approach to the consumer. The research will try to assess more in the gap by focusing on how the pandemic could affect the repurchase intention during the pandemic, with the role of experience and habit, and then develop the recommendations on the effort to adjust the business within the beauty industry.
2. Literature Review
2.1 Online Purchase Experience
In purchasing, experience is involved as one of the experiment component in doing marketing.
Through the purchase experience, the consumer could gain judgment towards the experience occurs prior purchase, throughout the purchase process or post purchase, resulting in either positively or negatively (Hesham et al., 2021). The purchase experience will be assessed in terms of the association with the habit change and habit formation. Based on (Khalifa & Liu, 2007), it is stated that habit creation has the role of previous experience as one is one of the important aspects. The habit and habit change further discussed by Best & Papies, (2017) in the paper which explained that the previous experience in a form of situational cues could be aiming towards a habit formation. Therefore, the developed hypothesis is:
H1: There is significant positive relationship between the Online Purchase Experience and Habit during Pandemic.
2.2 Perceived Risk
Perceived risk which consumers face is the uncertainty of purchase in purchase decision outcome. The perceived risk includes the probability of the consumer to be threatened by risk, which represented consumer’s view on the risk and the impact from consumer behavior (Mehta et al., 2020). The quality or the performance of product is related with the product risk, as it may not performed as expectation. Findings from the previous research done by Tho et al., (2017)) that the consumer’s perceived risk have a significant negative relationship with the repurchase intention. consumers will tend not to do repurchase if they find a perceived risk in spending goods or services. The higher the perceived risk by the consumer, the intention to repurchase will go low as well Therefore, the developed hypothesis is:
H2a: There is significant negative relationship between the Perceived Risk and Repurchase Intention After Pandemic (Brands Before Pandemic)
H2b: There is significant negative relationship between the Perceived Risk and Repurchase Intention After Pandemic (Brands During Pandemic)
2.3 Habit
The habits which already arise and are established could slowly lose as the time goes since the habits are provoked by cues which vary from time, place, people, task, psychological situation (Verplanken & Orbell, 2019). Habit become modified when certain regulation is involved, causing the habits to modify, especially if the regulation applied could increase or decrease the consumption drive. Change will be difficult for habit, unless there is more easy way in doing habit so it is possible for a habit to disappear (Sheth, 2020; Verplanken and Orbell, 2019)..
Based on the research by Chiu et al., (2010), the habit has the impact towards the repeat purchasing intention, specifically in the online purchase behavior. The research done by Urueña-López et al., (2012) further discuss on the type of consumer who have the intention to do the repeat purchasing which is those who frequently do purchasing instead of those who purchase infrequent. The habit also has the role as mediating in satisfaction and value perceived by the consumer, which could support the repurchase intention as well. Therefore, the developed hypothesis is:
H3a: There is significant positive relationship between the Habit before pandemic and Repurchase Intention After Pandemic (Brands Before Pandemic)
H3b: There is significant positive relationship between the Habit during pandemic and Repurchase Intention After Pandemic (Brands Before Pandemic)
H3c: There is significant positive relationship between the Habit before pandemic and Repurchase Intention After Pandemic (Brands During Pandemic)
H3d: There is significant positive relationship between the Habit during pandemic and Repurchase Intention After Pandemic (Brands During Pandemic)
2.4 Self Congruity
Sirgy, (1985)define the self congruity as a comprehensive congruity of one individual, the actual image and the image of the product. The self image has the effect in the consumer behaviour, supported on how the self image gives effect on the consumer choices, attitude in regards to the products or brands, advertising efforts, brand preferences and brand loyalty.
Customers tend to purchase products who can represent their image and self-concept consistently, purposed to express themselves through the image of he product. The repurchase intention of several products in the research by Apriliani et al., (2020) inclined to be correlated with Self Congruence. Similarly, a research conducted by Goh et al., (2016) giving more emphasis on how Self-Image Congruence has related to the way people repurchase their product. Consumers are more driven to repurchase products which are consistent with their image and the congruence with the product/service’s image. Therefore, the developed hypothesis is:
H4a: There is significant positive relationship between the Self-Congruity and Repurchase Intention After Pandemic (Brands Before Pandemic)
H4b: There is significant positive relationship between the Self-Congruity and Repurchase Intention After Pandemic (Brands During Pandemic)
2.5 Online Review
Online Review is considered as a reliable source of information and an important tool for communicating the marketing strategies (Chiou et al., 2018). The review usually consists of post-purchase evaluation about their experience and judgement towards the product or service previously being used (Yoon et al., 2019).
2.5.1 Social Media
Social Media is a platform where people can post and engage with the content, this feature facilitates the users to communicate with other users and form social interactions even
discourses or communities. The use of social media which give free access and easy to engage with the materials being conveyed in a compact form, give ease for the user in adapting with the social media (Goodyear et al., 2021). In a situation full of risk people have tendency to seek to search and authentic sources (Chisty et al., 2021), one of them is social media. In searching for information, they usually seek the information from places such as blog reviews, influencers review, YouTube reviews, review in brand applications or websites, even e-commerce (Arbaini, 2020).
2.5.2 E-Commerce
E-Commerce, the abbreviation of electronic commerce is a platform which facilitates in doing trading which covers straight-up or through mediation regarding the transaction, giving information about the product or services, relationship between the buyer and seller that aiming towards the transaction process. New trend of online shopping through e-commerce has enables consumer to ran through the online reviews and enables the consumer to give evaluations and comparison with other product before stepping to the next level of decision making and driving into purchase (Arsad et al., 2021).The online review could give information from the product quality, shipping speed and authenticity of the product based on the ratings from the previous buyer (Arbaini, 2020).
The study which previously conducted by Dewi et al., (2018), shows the correlation between online reviews with the intention to do repeat purchase. The research further explains on the objectivity of the review which can further enhance the repurchase intention. Additionally, another research done by Ji & Ha, (2021) showing that the promotion moderates between the online review and enhance the repeat purchase intention which continuous to increase when the reviews have positive contexts. Therefore, the developed hypothesis is:
H5a: There is significant positive relationship between the Online Review (Social Media) and Repurchase Intention After Pandemic (Brands Before Pandemic
H5b: There is significant positive relationship between the Online Review (Social Media) and Repurchase Intention After Pandemic (Brands During Pandemic)
H5c: There is significant positive relationship between the Online Review (E- Commerce) and Repurchase Intention After Pandemic (Brands Before Pandemic) H5d: There is significant positive relationship between the Online Review (E- Commerce) and Repurchase Intention After Pandemic (Brands During Pandemic)
2.6 Brand Image
Definition of brand image according to Keller, (1993) referred as the consumer views of a product or service as expressed by the brand associations they have in their minds. The association itself is decided by attitude, attributes and benefits. The perception or views from the consumers is a result from an overall combination of cognitive, evaluative and emotive views towards brands established in the consumer’s thoughts. Brand image exist so that the consumer can easily differ one brand to another brand (Lee et al., 2014). The research by Huang et al., (2019) showing that there is significant positive relation in terms of brand image with the repurchase intention, with additional perceived value. In the result shows that the brand image based on the perception of the consumer could affect overall judgement towards the product thus leading towards the repurchase intention. Therefore, the developed hypothesis is:
H6a: There is significant positive relationship between the Brand Image and Repurchase Intention After Pandemic (Brands Before Pandemic)
H6b: There is significant positive relationship between the Brand Image and Repurchase Intention After Pandemic (Brands During Pandemic)
The study done by Hogg et al., (2000), showcasing significancy of brand image with self- image, and leading to the congruity of self-image and brand image. The results showing that the preference of the brand could change in different situation which suited to their self-image the best. Consumers use brands that are related to their image in order to increase their self image, and leading to the congruency with the brand (Mocanu, 2014). Therefore, the developed hypothesis is:
H7: Brand Image positively affects the Self-Congruity
2.7 Repurchase Intention
Repurchase intention is the likeliness of customer to have the willingness in purchasing some products again (Bojei & Hoo, 2012). Recommendation of the product purchased previously by the customer who already gain the benefit of the product, could also increasing the trustworthiness towards other customer (Huang et al., 2019). Repurchase Intention will be focusing on two timeline which are the brands purchased during the pandemic and purchased previously before pandemic occured.
Figure 2.1: Conceptual Framework
3. Methodology
3.1 Research Design
This study will follow the steps of research which consist of problem identification, literature review and hypothesis development, research design, data collection, findings and result, data analysis until the conclusion and recommendation. This chapter will elaborate about the research approach used, number of sample and population, data collection and analysis method used.
3.2 Research Approach
In doing data collection, exploratory approach and quantitative approach will be used. The exploratory approach method used in this research will be semi-structured exploratory data which is mostly used within social science with the purpose of getting data, by following a certain topic and protocols which allow the discovery of new findings (Magaldi & Berler, 2020). This method is chosen since it suits the best for getting a closer look towards the phenomenon and confirm the phenomenon before jumping into the quantitative research.
While for the quantitative approach is a research approach which aims to quantify something, with the data resulting in a form of numerical data. The research using quantitative data could be more effective time-wisely and effort in explaining the research result (Daniel, 2016).
3.3 Data Collection
The exploratory approach method used in this research will be semi-structured interviews using protocols, allowing to get more insights into the problem by using ‘why’ or ‘how’ follow-up questions (Newcomer et al., 2015). After conducting the exploratory approach, the quantitative method will be conducted through an online survey in a form of a Google Form, which are targeted to respondents with age within 16-45 years old, domicile in Jakarta, Bogor, Depok, Tangerang, Banten (Jabodetabek) or Bandung and have purchased skincare products during the pandemic and before the pandemic. All of the indicators in the online survey will be measured with 7-point Likert scale because it offers more better performance due to its’
capability to indicate more variety (Joshi et al., 2015)
3.4 Data Analysis
The analysis method used for this research in the quantitative approach will follow the Partial Least Square method (PLS-SEM) through SmartPLS application, and in the exploratory research will be analyzed qualitatively based on the frequency of answered questions.
4. Result
4.1 Exploratory Result Analysis
The demographic of the respondents in the qualitative research consist from people age 19-22 years old, gendered female, ranged from students to private employees as the occupation, who has the experience of purchasing skincare products during the pandemic, and still within the scope of the research area.
Based on the interview with protocols, the skincare usage during the pandemic is more dominant compared to the use of makeup. The respondents also show their interest more towards using skincare instead of makeup. The reason is because they do not go outside that often during the pandemic. The purpose of the skincare using during the pandemic is to give more moisturize the skincare. Respondents stated that their motivation in using the skincare is to maintain the skin to keep it healthy and be confident. Those who use skincare to maintain the skin condition have already built the habit of using skincare. Another reason stated is to fix the skin and hydrate their skin. They respondent also have a routine in skincare purchasing and already becomes a habit during pandemic. The motivation of skincare purchasing during the pandemic is because the product is almost runs out, in terms of the skincare amount.
Additionally, they stated that the encountered change in purchasing skincare during the pandemic. For the online buyer respondents, they face changes in terms of time in shipping the items. It said that it requires more time in shipping the item during pandemic, so they need to buy the skincare in advance before the product runs out or they will need to use one-day shipping services or using the online taxi bike delivery services.
In terms of purchasing platform, the respondents prefer to use the Marketplace instead of Brand’s Application because discounted price and free shipping. For the information source, respondents prefer to use Social Media because it allows the respondents to do evaluating and getting to know new brands the product better through pictures, videos and description with honest review. Social Media offers the where people can discuss regarding skincare-related brands, creating an environment for discussing and community with ease of access. Most of the respondents answered that they preferred Youtube as the most used social media platform in finding the skincare Information sources.
Despite their choose in using social media as main source for skincare information, the respondents stated they do have concerns towards the trustable reviews and putting a standard in terms of getting information, such as the person who give the reviews, the more expert the person in the beauty industry, the more trusted the reviews also assessing the reviews from different platforms and seeing the experience from various people. Other than that, the majority of the respondents state that they do have a certain platform where they trust the reviewers, or they rely on certain influencers and experts for the reviews.
Perception of the respondents towards the risk in terms of quality contained in the ingredients, mostly stated that they do not worry with the of risk from transmission of bacteria and viruses through the items. The respondents stated that they are aware of producing the skincare, each of the brand has their own regulation and Standard Operating Procedure (SOP) which regulates the producing. The concerns in online purchasing skincare during the pandemic coming from the product risk for instance the authenticity of the product, the matching ingredients with the skin, and the packing and the shipping risk.
4.2 Qualitative Analysis
4.2.1 Indicator Reliability Test
Reliability Test is purposed to assess the degree of consistency of the data if the measurement are run repeatedly (Malhotra, 2010). In order to chive a reliable data, the reliability test requires to score 0.7 or higher (Wong, 2013).
Table. 4.1: Reliability Test for the Indicator Results
Variable Indicators Outer
Loadings
Reliability
Habit Before Pandemic HBBF1 0.834 Reliable
HBBF2 0.827 Reliable HBBF3 0.834 Reliable HBBF4 0.799 Reliable
Brand Image BI1 0.814 Reliable
BI2 0.854 Reliable BI3 0.811 Reliable
Self Congruity SC1 0.899 Reliable
SC2 0.901 Reliable SC3 0.829 Reliable
Online Purchase Experience EXP1 0.538 Reliable
EXP3 0.873 Reliable EXP4 0.884 Reliable EXP5 0.844 Reliable
Online Review (Social Media) ORSC1 0.755 Reliable
ORSC2 0.743 Reliable ORSC3 0.795 Reliable ORSC4 0.692 Reliable ORSC5 0.625 Reliable ORSC6 0.707 Reliable ORSC7 0.660 Reliable
Online Review (E-Commerce) ORECO1 0.810 Reliable
ORECO2 0.811 Reliable ORECO3 0.866 Reliable ORECO4 0.763 Reliable ORECO5 0.731 Reliable ORECO6 0.816 Reliable ORECO7 0.767 Reliable
Habit During Pandemic HBDR5 0.872 Reliable
HBDR6 0.727 Reliable HBDR7 0.887 Reliable
Perceived Risk PR1 0.657 Reliable
PR2 0.75 Reliable
PR3 0.825 Reliable
PR4 0.8 Reliable
PR5 0.793 Reliable PR6 0.607 Reliable PR7 0.671 Reliable Repurchase Intention After Pandemic (Brands Before
Pandemic)
RI1 0.871 Reliable RI2 0.934 Reliable RI3 0.922 Reliable Repurchase Intention After Pandemic (Brands During
Pandemic)
RI4 0.833 Reliable RI5 0.868 Reliable RI6 0.865 Reliable
According to Table 4.1 above, the indicators already met the requirement for the reliability test, and can proceed to the next analysis.
4.2 Convergent Validity Test
Convergent validity used to analyse on the indicators of construct, on whether they correlate each other and reflect under the same construct or not (Henseler et al., 2009). For this assessment, the AVE (Average Variance Extracted) must be valued higher than 0.5 to be considered as a valid construct and considered proper for the convergent validity score number.
Table 4.2: Convergent Validity Result Variables Average Variance
Extracted (AVE)
Validity
Habit Before Pandemic 0.678 Valid
Brand Image 0.683 Valid
Self Congruity 0.769 Valid
Online Purchase Experience 0.636 Valid
Online Review (Social Media) 0.508 Valid
Online Review (E-Commerce) 0.634 Valid
Habit During Pandemic 0.692 Valid
Perceived Risk 0.537 Valid
Repurchase Intention After Pandemic (Brands Before Pandemic)
0.827 Valid
Repurchase Intention After Pandemic (Brands During Pandemic)
0.733 Valid
As shown in the Table 4.2, the variables score is already higher than 0.5, meaning that all of variables already valid for the convergent validity.
4.3 Structural Path Significance
This section will elaborate the T-statistics of the of the significance between outer and inner model of the structural path along with the hypothesis testing result. The result is as displayed below.
Table 4.3: Hypothesis Testing Result
Hypothesis Structural Path Path
Coefficient T Values
P Values
Result
H1 Online Purchase Experience → Habit
During Pandemic 0.556 13.012 0.000 Accepted
H2a Perceived Risk → Repurchase Intention After Pandemic (Brands Before
Pandemic)
0.105 0.791 0.429 Rejected
H2b Perceived Risk → Repurchase Intention After Pandemic (Brands During
Pandemic)
-0.010 0.156 0.876 Rejected
H3a Habit Before Pandemic → Repurchase Intention After Pandemic (Brands Before
Pandemic)
0.373 6.241 0.000 Accepted
H3b Habit During Pandemic → Repurchase Intention After Pandemic (Brands Before
Pandemic)
-0.108 1.799 0.073 Rejected
H3c Habit Before Pandemic → Repurchase Intention After Pandemic (Brands During
Pandemic)
-0.006 0.145 0.885 Rejected
H3d Habit During Pandemic → Repurchase Intention After Pandemic (Brands During
Pandemic)
0.292 4.744 0.000 Accepted
H4a Self Congruity → Repurchase Intention After Pandemic (Brands Before
Pandemic)
0.209 3.139 0.002 Accepted
H4b Self Congruity → Repurchase Intention After Pandemic (Brands During
Pandemic)
-0.062 1.095 0.274 Rejected
H5a Online Review (Social Media) → Repurchase Intention After Pandemic
(Brands Before Pandemic)
0.068 1.211 0.226 Rejected
H5b Online Review (Social Media) → Repurchase Intention After Pandemic
(Brands During Pandemic)
0.288 4.342 0.000 Accepted
H5c Online Review (E-Commerce) → Repurchase Intention After Pandemic
(Brands Before Pandemic)
0.084 1.546 0.123 Rejected
H5d Online Review (E-Commerce) → Repurchase Intention After Pandemic
(Brands During Pandemic)
0.088 1.597 0.111 Rejected
H6a Brand Image → Repurchase Intention After Pandemic (Brands Before
Pandemic)
-0.012 0.171 0.864 Rejected
H6b Brand Image → Repurchase Intention After Pandemic (Brands During
Pandemic)
0.179 2.808 0.005 Accepted
H7 Brand Image → Self Congruity 0.660 17.493 0.000 Accepted
From the result on the Table 4.3 above, will be elaborated on the next section. This research is purposed to get a deeper information on behaviour change occurred which caused by the
pandemic in repurchasing skincare products, and determining the factors which affects the changes and repurchase intention the most.
4.4 Hypothesis Testing
This research look into the variables targeted for people within the range of gae 16-45 years old, domicile in Bogor, Jakarta, Tangerang, Depok, Banten (Jabodetabek) also Bandung, with the experience in purchasing skincare according to their preferences brands in the amidst of pandemic and before the pandemic occurred. Here the variables being examined are Online Purchase Experience, Brand Image, Online Reviews in Social Media and E-Commerce, Self- Congruity, Habit and Perceived Risk. Based on these hypotheses, the result resulting in:
• Online Purchase Experience has significant influence towards Habit During Pandemic
According to the findings, online purchase experience is significantly influenced by the habit during pandemic. This result suggests that when the consumers receiving a good experience in purchasing skincare during the pandemic, it could build and drive the purchase into a habit which they could not leave. In this concern, the skincare sellers should focus in giving better purchasing experience so it could build the habit in skincare purchasing.
• Perceived Risk has no significant influence towards Repurchase Intention
According to the findings, perceived risk is not significantly influenced by the repurchase intention both before pandemic and during pandemic. This result suggest that the Perceived risk of the respondents does not fully affect in repurchasing intention after the pandemic, which aligns with the exploratory result where most of the respondents indicate that they do not concerned about the risk of the pandemic might affect during the pandemic, and before pandemic. The reason is because they already know the consequences and are aware with the perceived risk that come along with the skincare, especially in repurchasing skincare before the pandemic.
• Habit Before Pandemic has significant influence towards Repurchase Intention (Before Pandemic)
According to the findings, habit before pandemic is significantly influenced the repurchase intention before pandemic. This result implies that in this research, the result indicates that the habit already acquired by the consumers from before the pandemic could drive the intention to repurchase the skincare at the time before the pandemic.
• Habit During Pandemic has no significant influence towards Repurchase Intention (Before Pandemic)
According to the findings, habit during pandemic is not significantly influenced the repurchase intention before pandemic. These findings imply that the Habit arise during pandemic will not driven the consumer to do repurchasing skincare that they already purchased before the pandemic and the consumers are not repurchasing their previous skincare brand which is from before the pandemic and leading towards a change of Habit during the Pandemic.
• Habit Before Pandemic has no significant influence towards Repurchase Intention (During Pandemic)
According to the findings, habit before pandemic is not significantly influenced the repurchase intention during pandemic. These findings imply that consumers who preferred the previous skincare brands they used before the pandemic are indicating they will be using the previous skincare brands that they already purchased from before the pandemic and do not have the intention to repurchase the skincare brands they acquired or try from during the pandemic.
• Habit During Pandemic has significant influence towards Repurchase Intention (During Pandemic)
According to the findings, habit during pandemic is significantly influenced the repurchase intention during pandemic. This result implies that the consumer does establish a skincare habit during the pandemic which leading towards the Repurchase Intention After Pandemic (During Pandemic) due to the experience they received.
• Self-Congruity has significant influence towards Repurchase Intention (Before Pandemic)
According to the findings, self-congruity is significantly influenced the repurchase intention before pandemic. This result implies that the implication from this hypothesis is the consumer who purchased skincare brands that congruence with their self-image before the pandemic, will likely to have the intention of repeat purchasing for the skincare brands they purchased during the pandemic.
• Self-Congruity has no significant influence towards Repurchase Intention (During Pandemic)
According to the findings, self-congruity is not significantly influenced the repurchase intention during pandemic. These findings imply that the consumer self-congruence towards the brands they purchased before the pandemic is not becoming a driver towards the repeat purchase intention towards the skincare brands tried during the pandemic.
• Online review in Social Media has no significant influence towards Repurchase Intention (Before Pandemic)
According to the findings, online review in social media is not significantly influenced the repurchase intention before pandemic. These findings imply that the online review on social media during the pandemic does not lead the consumer to intent repurchasing for the products they previously purchased before the pandemic. This might be the low quality of the information, lack of value and comprehensiveness of the information contained in the social media.
• Online review in Social Media has significant influence towards Repurchase Intention (During Pandemic)
According to the findings, online review in social media is significantly influenced the repurchase intention during pandemic. This result implies that the Online Review is considered as one of the sources that are credible enough to gain information and could be used as a marketing tools, which in this research is the skincare brands information.
• Online review in E-Commerce has no significant influence towards Repurchase Intention
According to the findings, online review in e-commerce is not significantly influenced the repurchase intention. These findings imply that consumer might consider the information from the e-commerce is too spam and written with poor quality.
• Brand Image has no significant influence towards Repurchase Intention (Before Pandemic)
According to the findings, brand image pandemic is not significantly influenced the repurchase intention before pandemic. These findings imply that the brand might still be poorly organized so the symbolic meaning association with the brands have not deliver the meanings towards the consumers.
• Brand Image has significant influence towards Repurchase Intention (During Pandemic)
According to the findings, brand image is significantly influenced the repurchase intention during pandemic. This result implies that that the Brand Image delivered from the skincare brands and evaluated by the consumers.
• Brand Image has significant influence towards Self Congruity
According to the findings, brand image is significantly influenced the self-congruity. This result implies that the consumer will associate an image of the brand if their image congruent with the brand’s image, thus leading to congruency with particular product.
5. Conclusion
The objective of the research is to examine the effect of pandemic towards the repurchase intention and the changes occurred, along with the possible recommendation for skincare brands marketers.
1) The pandemic causing several changes towards the repurchase intention and other factors which could affect the process of repurchase intention after pandemic. From Brand Image for brands during the pandemic, Congruity of Self and Brand Image for brands before pandemic, habit during the pandemic and the reviews in social media during the pandemic. The changes mentioned is the one that has significant effect towards the intention to repurchase of skincare brands according to the timeline.
2) Habit during pandemic does has the most dominant effect in determining the intention to repurchase during the pandemic. Therefore, the marketers could cater the consumer needs towards the habit created at the pandemic time such as merchandise for masks, product related to health the maskcne, packaging that are following the health
protocols, etc.
3) Platform used for consumers in gaining information is the social media specifically Youtube because it offers more detailed and comprehensive information regarding a brand and products. Thus, marketers could better use the platform with video content in marketing the products.
References
Apriliani, D., Arimbawa, I. G., & Wulandari, A. (2020). How Youtube Beauty Vlogger Review, Self Congruity and Price Perception Influence Impulse Buying and the Impact On Repurchase Intention (Case Study at Teenager Users of Emina Cosmetics In Surabaya). Quantitative Economics and Management Studies, 1(1), 33–43.
https://doi.org/10.35877/454ri.qems75
Arbaini, P. (2020). Pengaruh Consumer Online Rating Dan Review Terhadap Keputusan Pembelian Pada Pengguna Marketplace Tokopedia. Jurnal Bisnis Dan Manajemen, 7(1), 25–33. https://doi.org/10.26905/jbm.v7i1.3897
Arsad, I. K., Setyohadi, D. B., & Mudjihartono, P. (2021). E-commerce online review for detecting influencing factors users perception. Bulletin of Electrical Engineering and Informatics, 10(6), 3156–3166. https://doi.org/10.11591/eei.v10i6.3182
Best, M., & Papies, E. K. (2017). Right here, right now: Situated interventions to change consumer habits. Journal of the Association for Consumer Research, 2(3), 333–358.
https://doi.org/10.1086/695443
Bojei, J., & Hoo, W. C. (2012). BRAND EQUITY AND CURRENT USE AS THE NEW HORIZON FOR REPURCHASE INTENTION OF SMARTPHONE. 12(1), 33–48.
Chiou, J. S., Hsiao, C. C., & Chiu, T. Y. (2018). The credibility and attribution of online reviews: Differences between high and low product knowledge consumers. Online Information Review, 42(5), 630–646. https://doi.org/10.1108/OIR-06-2017-0197
Chisty, M. A., Islam, M. A., Munia, A. T., Rahman, M. M., Rahman, N. N., & Mohima, M.
(2021). Risk perception and information-seeking behavior during emergency: An exploratory study on COVID-19 pandemic in Bangladesh. International Journal of
Disaster Risk Reduction, 65(December 2020), 102580.
https://doi.org/10.1016/j.ijdrr.2021.102580
Daniel, E. (2016). The Usefulness of Qualitative and Quantitative Approaches and Methods in Researching Problem-Solving Ability in Science Education Curriculum. Journal of Education and Practice, 7(15), 91–100. https://doi.org/2222-288X
Dewi, D. S., Sudiarno, A., Saputra, H., & Dewi, R. S. (2018). The effect of emotional design and online customer review on customer repeat purchase intention in online stores. IOP Conference Series: Materials Science and Engineering, 337(1).
https://doi.org/10.1088/1757-899X/337/1/012052
Goh, S. K., Jiang, N., & Tee, P. L. (2016). The impact of brand trust, self-image congruence and usage satisfaction toward smartphone repurchase intention. International Review of Management and Marketing, 6(3), 436–441.
Goodyear, V. A., Boardley, I., Chiou, S. Y., Fenton, S. A. M., Makopoulou, K., Stathi, A., Wallis, G. A., Veldhuijzen van Zanten, J. J. C. S., & Thompson, J. L. (2021). Social media use informing behaviours related to physical activity, diet and quality of life during COVID-19: a mixed methods study. BMC Public Health, 21(1), 1–15.
https://doi.org/10.1186/s12889-021-11398-0
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20(2009), 277–319. https://doi.org/10.1108/S1474-7979(2009)0000020014
Hesham, F., Riadh, H., & Sihem, N. K. (2021). What have we learned about the effects of the covid-19 pandemic on consumer behavior? Sustainability (Switzerland), 13(8).
https://doi.org/10.3390/su13084304
Hogg, M. K., Cox, A. J., & Keeling, K. (2000). The impact of self‐monitoring on image congruence and product/brand evaluation. European Journal of Marketing, 34(5/6), 641–
667. https://doi.org/10.1108/03090560010321974
Huang, L. C., Gao, M., & Hsu, P. F. (2019). A study on the effect of brand image on perceived value and repurchase intention in ecotourism industry. Ekoloji, 28(107), 283–287.
Ji, K., & Ha, H. Y. (2021). An empirical test of mobile service provider promotions on repurchase intentions. Sustainability (Switzerland), 13(5), 1–14.
https://doi.org/10.3390/su13052894
Joshi, A., Kale, S., Chandel, S., & Pal, D. (2015). Likert Scale: Explored and Explained. British Journal of Applied Science & Technology, 7(4), 396–403.
https://doi.org/10.9734/bjast/2015/14975
Keller, K. L. (1993). Conceptualizing, measuring, managing Customer-Based Brand Equity.
Journal of Marketing, 57, 1–22.
Khalifa, M., & Liu, V. (2007). Online consumer retention: Contingent effects of online shopping habit and online shopping experience. European Journal of Information Systems, 16(6), 780–792. https://doi.org/10.1057/palgrave.ejis.3000711
Lee, J. L., James, J. D., & Kim, Y. K. (2014). A Reconceptualization of Brand Image.
International Journal of Business Administration, 5(4), 1–11.
https://doi.org/10.5430/ijba.v5n4p1
Magaldi, D., & Berler, M. (2020). Semi-structured Interviews. In V. Zeigler-Hill & T. K.
Shackelford (Eds.), Encyclopedia of Personality and Individual Differences (pp. 4825–
4830). Springer International Publishing. https://doi.org/10.1007/978-3-319-24612- 3_857
Malhotra, N. K. (2010). Marketing research : an applied orientation (6th ed.). Pearson Education, Inc.
Marahatta, S., Singh, A., & Pyakurel, P. (2021). Self-cosmetic care during the COVID-19 pandemic and its psychological impacts: Facts behind the closed doors. Journal of
Cosmetic Dermatology, June, 1–5. https://doi.org/10.1111/jocd.14380
Mehta, S., Saxena, T., & Purohit, N. (2020). The New Consumer Behaviour Paradigm amid COVID-19: Permanent or Transient? Journal of Health Management, 22(2), 291–301.
https://doi.org/10.1177/0972063420940834
Mocanu, R. (2014). Brand Image as a Function of Self-Image and Self-Brand Connection.
Management Dynamics in the Knowledge Economy, 1(3), 387–408.
Mościcka, P., Chróst, N., Terlikowski, R., Przylipiak, M., Wołosik, K., & Przylipiak, A.
(2020). Hygienic and cosmetic care habits in polish women during COVID-19 pandemic.
Journal of Cosmetic Dermatology, 19(8), 1840–1845. https://doi.org/10.1111/jocd.13539 Newcomer, B. K. E., Hatry, H. P., Wholey, J. S., Newcomer, K. E., Hatry, H. P., Wholey, J.
S., & Adams, W. C. (2015). CONDUCTING SEMI-STRUCTURED. 1970, 492–505.
Ścieszko, E., Budny, E., Rotsztejn, H., & Erkiert-Polguj, A. (2021). How has the pandemic lockdown changed our daily facial skincare habits? Journal of Cosmetic Dermatology, February, 1–5. https://doi.org/10.1111/jocd.14059
Sheth, J. (2020). Impact of Covid-19 on consumer behavior: Will the old habits return or die?
Journal of Business Research, 117(January), 280–283. www.elsevier.com/locate/jbusres Impact
Sirgy, M. J. (1985). Using self-congruity and ideal congruity to predict purchase motivation.
Journal of Business Research, 13(3), 195–206. https://doi.org/10.1016/0148- 2963(85)90026-8
Tho, N. X., Lai, M.-T., & Yan, H. (2017). The Effect of Perceived Risk on Repurchase Intention and Word – of – Mouth in the Mobile Telecommunication Market: A Case Study from Vietnam. International Business Research, 10(3), 8.
https://doi.org/10.5539/ibr.v10n3p8
Verplanken, B., & Orbell, S. (2019). Habit and Behavior Change. Social Psychology in Action.
https://doi.org/10.1007/978-3-030-13788-5
Wong, K. K. K.-K. (2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24(1), 1–32. http://marketing- bulletin.massey.ac.nz/v24/mb_v24_t1_wong.pdf%5Cnhttp://www.researchgate.net/profi le/Ken_Wong10/publication/268449353_Partial_Least_Squares_Structural_Equation_M odeling_(PLS-
SEM)_Techniques_Using_SmartPLS/links/54773b1b0cf293e2da25e3f3.pdf
Yoon, Y., Kim, A. J., Kim, J., & Choi, J. (2019). The effects of eWOM characteristics on consumer ratings: evidence from TripAdvisor.com. International Journal of Advertising, 38(5), 684–703. https://doi.org/10.1080/02650487.2018.1541391
