The Influence of Mouth Communication by Word of Mouth and Personality Type on the Intention of the Movement of Wardah Cosmetics Brands to Other Cosmetic Brands
Introduction
In today's fast-paced consumer market, consumers are increasingly switching brands rather than remaining loyal to one particular brand. One of the most influential factors in consumer decisions to change brands is word of mouth communication. On the other hand, the type of consumer personality also plays a significant role in influencing the decision. This study aims to analyze the effect of mouth communication by word of mouth and personality type on the intention to move from Wardah cosmetics brands to other cosmetic brands.
The Importance of Word of Mouth Communication in Cosmetic Brands
Word of mouth communication is a powerful tool in shaping consumer views on a brand. In the context of cosmetics brands such as Wardah, positive reviews from other users can function as social evidence that encourages new consumers to try other products. This is because consumers tend to trust the opinions of their friends, family, or social media influencers more than traditional advertising methods. As a result, companies must utilize positive communication by word of mouth as a marketing strategy to attract new consumers.
The Role of Personality Type in Shaping Consumer Behavior
Each individual has unique characteristics that shape their behavior, including in shopping and choosing cosmetic products. For example, someone with an extroverted personality may be more likely to be influenced by the opinions of their friends, while individuals with introverted personalities may make more decisions based on personal judgment or information they are looking for independently. Therefore, companies must understand the personality characteristics of their target markets in order to implement a more effective marketing strategy.
Methodology
This study used a purposive sampling method to select 263 women who were Wardah cosmetics users as the subject of research. The study relied on three types of scales for measurement, namely the scale of mouth communication, personality type scale, and the intensity scale of brand transfer. After the data was obtained, the analysis was carried out using Ancova (Analysis of Covariance).
Results and Discussion
The results of this study indicate that there is a significant influence between word of mouth communication and personality type on the intention of brand transfer. This suggests that companies must utilize positive communication by word of mouth as a marketing strategy to attract new consumers. In addition, understanding the personality type of consumers can help in designing a more targeted marketing campaign.
Implications for Cosmetic Companies
The implications of this study show that cosmetic companies, such as Wardah, can utilize positive communication by word of mouth as a marketing strategy to attract new consumers. In addition, understanding the personality type of consumers can help in designing a more targeted marketing campaign. Thus, companies can not only maintain existing customers but also attract new customers from other brands.
Conclusion
With the right approach, word of mouth communication positive and deep understanding of the type of consumer personality can be a strong tool in building brand loyalty and increasing market share. Along with the increasingly competitive cosmetic industry, companies must adapt and innovate to remain relevant in the eyes of consumers. By understanding the influence of mouth communication by word of mouth and personality type on the intention of the movement of Wardah cosmetics brands to other cosmetic brands, companies can develop more effective marketing strategies to attract and retain customers.
Recommendations
Based on the findings of this study, the following recommendations are made:
Cosmetic companies should utilize positive communication by word of mouth as a marketing strategy to attract new consumers.
Companies should understand the personality type of consumers to design a more targeted marketing campaign.
Companies should adapt and innovate to remain relevant in the eyes of consumers in the increasingly competitive cosmetic industry.
Limitations of the Study
This study has several limitations, including:
The study only focused on women who were Wardah cosmetics users.
The study only used a purposive sampling method to select participants.
The study only used three types of scales for measurement.
Future Research Directions
Future research should aim to:
Investigate the influence of mouth communication by word of mouth and personality type on the intention of the movement of other cosmetic brands.
Examine the role of social media in shaping consumer views on a brand.
Investigate the impact of personality type on consumer behavior in other industries.
References
[List of references cited in the study]
Appendix
[Appendix materials, including additional tables and figures]Frequently Asked Questions (FAQs) about the Influence of Mouth Communication by Word of Mouth and Personality Type on the Intention of the Movement of Wardah Cosmetics Brands to Other Cosmetic Brands
Q: What is the main focus of this study?
A: The main focus of this study is to analyze the effect of mouth communication by word of mouth and personality type on the intention to move from Wardah cosmetics brands to other cosmetic brands.
Q: Why is word of mouth communication important in the cosmetic industry?
A: Word of mouth communication is a powerful tool in shaping consumer views on a brand. In the context of cosmetics brands such as Wardah, positive reviews from other users can function as social evidence that encourages new consumers to try other products.
Q: What is the role of personality type in shaping consumer behavior?
A: Each individual has unique characteristics that shape their behavior, including in shopping and choosing cosmetic products. For example, someone with an extroverted personality may be more likely to be influenced by the opinions of their friends, while individuals with introverted personalities may make more decisions based on personal judgment or information they are looking for independently.
Q: How did you collect data for this study?
A: This study used a purposive sampling method to select 263 women who were Wardah cosmetics users as the subject of research. The study relied on three types of scales for measurement, namely the scale of mouth communication, personality type scale, and the intensity scale of brand transfer.
Q: What were the results of this study?
A: The results of this study indicate that there is a significant influence between word of mouth communication and personality type on the intention of brand transfer. This suggests that companies must utilize positive communication by word of mouth as a marketing strategy to attract new consumers. In addition, understanding the personality type of consumers can help in designing a more targeted marketing campaign.
Q: What are the implications of this study for cosmetic companies?
A: The implications of this study show that cosmetic companies, such as Wardah, can utilize positive communication by word of mouth as a marketing strategy to attract new consumers. In addition, understanding the personality type of consumers can help in designing a more targeted marketing campaign. Thus, companies can not only maintain existing customers but also attract new customers from other brands.
Q: What are the limitations of this study?
A: This study has several limitations, including:
The study only focused on women who were Wardah cosmetics users.
The study only used a purposive sampling method to select participants.
The study only used three types of scales for measurement.
Q: What are the future research directions for this study?
A: Future research should aim to:
Investigate the influence of mouth communication by word of mouth and personality type on the intention of the movement of other cosmetic brands.
Examine the role of social media in shaping consumer views on a brand.
Investigate the impact of personality type on consumer behavior in other industries.
Q: What are the practical implications of this study for marketers and business owners?
A: The practical implications of this study are that marketers and business owners should utilize positive communication by word of mouth as a marketing strategy to attract new consumers. In addition, understanding the personality type of consumers can help in designing a more targeted marketing campaign. This can lead to increased brand loyalty and market share.
Q: What are the theoretical implications of this study?
A: The theoretical implications of this study are that it contributes to the understanding of the role of word of mouth communication and personality type in shaping consumer behavior. This study provides insights into the complex relationships between these variables and can be used to inform marketing strategies and business decisions.
Q: What are the future applications of this study?
A: The future applications of this study are in the development of marketing strategies and business decisions that take into account the influence of word of mouth communication and personality type on consumer behavior. This can lead to increased brand loyalty and market share, as well as improved customer satisfaction and retention.