The Influence Of Market Orientation, Product Innovation, And Electronic Word Of Mouth (Ewom) On Customer Satisfaction Of Maybelline Cosmetics In Bandung City
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Abstract
The increasing use of Maybelline cosmetics in Bandung is an example of a growing trend. Maybelline is known globally for its innovative and quality products. The growth of the cosmetics industry in Indonesia is currently encouraging manufacturers to innovate according to consumer needs so they can compete in the market. The purpose of this research is to look at how Maybelline cosmetics customers in Bandung feel about the brand after considering market orientation, product innovation, and e-WOM. Analysing data using descriptive and verification procedures, this research employs quantitative approach. The sample was comprised of one hundred individuals through the use of purposive sampling. A reliability and validity test was conducted on the questionnaire before it was distributed in order to gather data. Multiple linear regression analysis was performed on the data contained in this study using SPSS Statistics 25 at a significance level of 5%. Based on initial results, it appears that e-WOM greatly affects customer happiness, which in turn greatly affects product innovation, whereas orientation does not seem to have much of an effect on customer happiness. Maybelline cosmetics in Bandung are highly influenced by market orientation, product innovation, and e-WOM when taken as a whole. A potential limitation of the findings is their potential lack of generalisability due to the use of purposeful sample data.
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