Investigating the Impact of Brand Awareness, Customer Satisfaction and Trust on Revisit Intention toward Beauty Care Clinic in Indonesia

Abstract

Competition in the aesthetic clinic business world is getting tougher and more competitive, so it requires companies to be able to recognize what is needed, desired, and expected by consumers at the present and in the future. This reserch aims to determine the influence of brand awareness, customer satisfaction and trust toward revisit intention at beauty care clinic in Indonesia. Survey data were collected from 276 beauty care clinic customers in Indonesia. Factors that influence consumers' decision to revisit intention were needed to determine marketing targets. Factors to revisit intention (Y) were Brand awareness (X₁) Customer satisfaction (X₂) and Trust (X₃). The method used in this research was variance based, namely Partial Least Square (PLS). SEM with PLS was based on variance so that it is able to handle two conditions namely conditions with indeterminate factors and conditions where solutions cannot be accepted. In this study using the PLS 3.0 computer smart program and determining a significant variable on consumer decisions to re-visit intention (Y) at the beauty clinic center in Indonesia. These results found that brand awareness had a negative and significant influence on trust and revisit intention, customer satisfaction had a positive and significant influence on trust and revisit intention, trust had a positive and significant influence on revisit intention at beauty care clinic in Indonesia.