The Influence of Brand Experience and Perceived Quality on the Repurchase Intention of L'Oréal Paris Brand Cosmetics

Abstract

          This study had objectives: 1) to study the influence of brand experience on repurchase intention of L'Oréal Paris brand cosmetics, and 2) to study the influence of perceived quality on repurchase intention of L'Oréal Paris brand cosmetics. As a quantitative study, the online questionnaire (Google form) was used as a tool to collect data from a sample of 400 consumers purchasing cosmetics from the L'Oréal Paris brand 2 times or more. Multiple Regression Analysis was used for data analysis.

           Based on the data analysis, it showed that the brand experience influenced the repurchase intention of L'Oréal Paris brand cosmetics at a statistical significance of 0.05. Specifically, the behavioral, sensory, and emotional aspects affected the intention to repurchase L'Oréal Paris brand cosmetics at a statistical significance of 0.05, respectively. In addition, it showed that the perceived quality influenced the repurchase intention of L'Oréal Paris brand cosmetics at a statistical significance of 0.05. In this regard, the performance, feature, and durability aspects impacted the intention to repurchase L'Oréal Paris brand cosmetics at a statistical significance of 0.05, respectively.