ICEBIT The 4th International Conference On Economics , Business and Information Technology

ISBN. XXX XXX

June 10, 2023 pp. xx-xx

THE IMPACT OF OVERPROMISING CAMPAIGN

TOWARDS CUSTOMER LOYALTY ON LOCAL
SKINCARE PRODUCTS (SKINTIFIC AND
SOMETHINC)

Alya Fadia Novara

Institut Teknologi Bandung
Bandung, Indonesia
(+62) 811559976444
alya_fadia@sbm-itb.ac.id

ABSTRACT
The intense competition of local brand skincare until 2027, led to an overpromising campaign in which the brand did
not deliver on what they claimed. Hence, the purpose of this study is to tell local skincare companies about factors
that influence customer trust, satisfaction, repurchase intention, word of mouth, that lead to customer loyalty, as well
as to suggest some strategic ways to help people forgive the company. This research will be conducted qualitatively
through interviews and quantitatively through an online survey of customers who have experienced local skincare
products, specifically Somethinc and Skintific. According to the interview results, other variables that can influence
customer loyalty include affordability to pay and impulsive buying tendency. The online survey gathered 200
respondents, both genders from Jabodetabek and Bandung. The SmartPLS application was used to analyze the data
using the PLS-SEM approach. According to this study, overpromising ads have a considerable impact on customer
loyalty via customer trust, satisfaction, repurchase intention, and word of mouth. The findings also revealed that the
affordability to pay has a significant impact on the buyer decision-making process. With the findings, this study can
assist local skincare companies in providing better ways to advertise their products.

Keywords : Consumer Trust; Consumer Satisfaction; Repurchase Intention; Word of Mouth.

1. INTRODUCTION accompanied by evidence that can be accountable and

Skincare has been used for many years, even from
ancient times. During the Tang Dynasty in China,
many people preferred using white skin care such as
Sungyi Mushroom to lighten the skin. In Indonesia,
the skincare industry is expanding and spreading,
with Avoskin being the first local skincare brand. The
demand for beauty manufacturers is also growing,
with PT. Cedefindo's production output increased
significantly by 52% and the fact Indonesian people
preferred to choose local skincare products due to
affordable price. The consumer of skin care is not
limited to females only, but also males, and 71.1% of
them are more likely to use branded skin products
rather than dermatologists, where it also become the
reason to the revenue of the skincare market in
Indonesia will continue to increase until 2026,
leading to tighter competition as well. Local beauty
brands are competing with foreign and fellow local
brands due to the difficulty of keeping up with new
marketing strategies and trends. Companies use
overpromising campaigns to deceive customers and
make them feel impulsive, using exaggerated words
and superlative words, such as Mencerahkan
Seketika, Glowing dalam Semalam, tidak ada efek
samping, and another superlative words such as most,
number one, top, or words starting with "ter-" or the
same meaning, which it can not be used unless
from an institution credible.
Somethinc Astaxanthin Cholera serum was promoted
by influencers and official Instagram with the claim
that it can brighten the under eyes and make the skin
look younger. However, it has received mostly
negative feedback on social media due to its
overpromising campaign. Same with Skintific, a
skincare product, was reviewed by a Tiktok user and
forced her to create before-and-after testimony and
only gave her a minimum of two days. It is classified
as an overpromising campaign because it gives false
hope and allows the influencer to lie about their
testimony.
2. LITERATURE REVIEW
2.1 Theoretical Framework
According to this study, the researcher uses the
framework that can see in Figure 2.1 below, which
comprises many studies related by Gogoi, B.J.,
Shillong, IIM. (2021), Topaloglu, O., & Fleming, D.
E. (2017), Putri, Viajeng Purnama. (2018), Azemi,
Y., Ozuem, W., & Howell, K. E. (2020), Ngoma, M.,
& Ntale, P. D. (2019). Since this study's main
purpose is to analyze and prove how the variable of
an overpromising campaign could really influence

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repurchase intention, customer trust, and negative
word of mouth. Turns out, the theory makes a
correlation between all of them that is supported by
the data and theory from the journal. The objective is
also the same, they all explain the influence and the
importance of trust, satisfaction, and the way to
please customers. Although one of them talks about
perceived CSR, it is also explaining the influence of
CSR on the before-after result. After they have
already implemented CSR, they gain more customer
trust and satisfaction, which in turn creates brand
loyalty. Therefore, the researcher also wants to use
those relationships of variables as the base of data
collection for this study and the research framework
is designed using the hypothesis mentioned below.
Figure 2.1 Theoretical Framework
Source : Gogoi, B.J., Shillong, IIM. (2021), Topaloglu, O.,
& Fleming, D. E. (2017), Putri, Viajeng Purnama. (2018),
Azemi, Y., Ozuem, W., & Howell, K. E. (2020), Ngoma, M.,
& Ntale, P. D. (2019).
3. RESEARCH METHODOLOGY
3.1 Research Approach
The approach for this study will use a mixed method,
which is a combination of qualitative method and
quantitative research methods. The following is a
data collection from both quantitative and qualitative
research:
3.2 Data collection
3.2.1 Population and Sample
The informants for this interview regarding using
qualitative methods are people who have already
bought and used local skincare for a minimum of one
day, the products are Skintific and Somethinc. The
informant's age will be focused on Generation Z in
the range of 12-24 years old, with the target place
will be in the Bandung and Jabodetabek area because
skincare is already being used by many people in that
area. The other reason is that it must be specified for
people who already bought and use those skincare
products since they are the ones who provide detailed
information about their experience with using those
local skincare products. While for the number of
interviewees, the researcher will take 12 people, since
Guest et al. (2006) discovered that inhomogeneous
studies with purposeful samplings, such as many
qualitative studies, 12 interviews should be enough to
achieve data saturation. Differences with quantitative
methods, the minimum sample size used is 200
samples based on the general rule from Kevin Lyons
(2019) the sample sizes of 200 to 300 respondents
provide an acceptable margin of error and fall before
the point of diminishing returns.
3.2.2 Sampling Technique
The researcher used non-probability sampling, which
non-probability sampling is defined as a sampling
technique in which the researcher selects samples
based on the subjective judgment of the researcher
rather than random selection. It is a less stringent
method. This sampling method depends heavily on
the expertise of the researchers (Fleetwood, 2013). It
is carried out by observation, and researchers use it
widely for qualitative research. Inside of non-
probability sampling, the researcher made it specific
to use purposive sampling, the selection follows some
judgment or arbitrary ideas of the researchers looking
for a kind of representative sample (Steinmetz, 2016).
The reason that using this technique is due to limited
the target for the informant since the researcher only
focused on people who used local skincare products
such as Skintific and Somethinc. The respondent's
age will be focused on Generation Z in the range of
12-24 years old, and starting from 12 years old is
based on the study from Serene (2021) and
dermatologist, where they all stated and agreed that it
is the age appropriateness or the minimum age of
using skincare products.
3.3 Data Analysis on Qualitative
Research
In qualitative research, coding is the way to analyze
the interview result or in other words, Coding is a
qualitative data analysis strategy in which some
aspect of the data is assigned a descriptive label that
allows the researcher to identify related content
across the data. It is whether you decide to code or
whether to code your data should be driven by your
methodology (Deterding & Waters, 2021). Based on
the grounded theory, the steps of qualitative coding
start with open coding, axial coding, and the last is
selective coding (Corbin & Strauss, 1990).
3.3.1 Open Coding
According to Corbin and Straus (1990), Open coding
is a common first step in qualitative research analysis
and is frequently used as the first coding pass in
Grounded Theory. At this point, the researcher
should have begun collecting qualitative data, such as
interview transcriptions. With open coding, also
divide your data into discrete parts and label them
with "codes." As the name implies, open coding is
intended to expose the data to new theoretical
possibilities as the researcher engages with its
qualitative data. The goal is to compare and contrast
similar events in the researcher’s data on a
continuous basis.
3.3.2 Axial Coding
While Axial coding is the second step of coding in
grounded theory, following open coding. In contrast,
to open coding, which divides the data into discrete
parts, axial coding begins to connect codes. Where
the researcher organizes the codes in open coding
with axial coding. In qualitative research, the
researcher reads the codes and then underlying data
to divide into some group categories. A category
could be created based on an existing code, or a new,
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more abstract category could be created that
encompasses a number of different codes.
3.3.3 Selective Coding
Last but not least is selective coding which is the last
step of coding in grounded theory, and its goal is to
define a new theory or modify an existing theory
based on research. Ideally, the researcher should be
able to express the researcher’s theory in a few words
or sentences, and it should be stated clearly in the
research report.
3.4 Data Analysis on Quantitative
Research
The data collected from the respondent in this study
will be analyzed using descriptive statistics and PLS-
SEM Analysis. Where descriptive analysis, described
by Best and Kahn (1998), is a form of data analysis
that measures the sample-based generalization of a
research result, which limits to a specific group of
individuals and also no assumption and resemblance
to those beyond the group can be inferred. While for
PLS-SEM Analysis, PLS-SEM calculates how well
the model explains the target constructs of interest by
estimating the relationships between the latent
variables (i.e., their strengths). The main reasons for
using PLS-SEMs are their ability to estimate very
complex models and their lax data requirements
(Wold, 1982).
The researcher also uses the five-point Likert scale to
assess the impact of overpromising campaigns
towards customer trust, customer satisfaction,
repurchase intention, and negative word of mouth.
For any research variable, data will be displayed and
analyzed in the form of graphs, histograms, or pie
charts. A five-point Likert scale is used to assess
respondent’s level of agreeability. This knowledge
will be presented by the researcher using descriptive
analysis. A Likert scale is a psychometric scale with
numerous categories in which respondents can
express their ideas, attitudes, or feelings about an
issue, as stated by Nemoto T & Beglar D (2014). The
validity of the interpretations formed from the data
provided by Likert-scale questionnaires may be
formed by a variety of techniques, and data can be
acquired reasonably quickly from a large number of
respondents.
4. DATA ANALYSIS
H1 : Overpromising has a positive influence on
Customer Satisfaction
Hypothesis 1 assumed that overpromising had a
positive influence on customer satisfaction on both
Somethinc and Skintific Product. However, based on
the T-statistic and P-values result on Somethinc
product where the T-statistic is above 1.96 and P-
values is below 0.05, it means that in Somethinc
product, the overpromising has a positive influence
on customer satisfaction. However, in the Skintific
product, the T-statistic is below 1.96 and P-values is
above 0.05 where overpromising did not significantly
but still positively influence customer satisfaction.
The netnography and reliability test showed that
many customers felt more impulsive while buying
Skintific products and due to those impulsiveness,
customers and the interviewee stated that they did not
really blame the product, sometimes they blame
themselves instead. Therefore, overpromising did not
really affect the customer satisfaction, but still
aligned.
H2 : Overpromising has a positive influence on
Customer Trust
Hypothesis 2 assumed that overpromising has a
positive influence on customer trust. Where in the
Skintific and Somethinc product proved that
overpromising has a positive influence on customer
trust. Based on the T-Statistic are above 1.96 and P-
Values below 0.05. In Skintific product, the T-Values
was 27.472 and for Somethinc product’s T-Values is
44.278. It is related with the study from Templar
(2005) that over-promising has an impact on
customer trust since overpromising could lead to a
lack of trust in the customer and even the firm itself
since it is quite similar to the word under-delivering
in which they can not entirely give what they want to
offer. The other proof is from netnography and
interview result, where the interviewee experiencing
overpromising, they tend to not trusting the product
anymore, and some of them are stereotyping the
product, if the product was not trustable at the first
impression, they would not even try the other product
of those brand. It is might due to the fact that
Skintific and Somethinc are skin care product, where
the product were really impactful to customer’s face
or skin, thus the impact would be more visible and
stopped using the product immediately.
H3 : Customer Trust has a positive influence on
Customer Satisfaction
Hypothesis 3 assumed that customer trust has a
positive influence on customer satisfaction. In the
Skintific product, it can be concluded that customer
trust has a positive influence on customer
satisfaction, which is supported by T-values that are
below 1.96 and P-values that are under 0.05.
However, for Somethinc product, the T-value in this
hypothesis is lower than 1.96 and the P-value also
above or greater 0.05, thus this hypothesis is rejected.
However, the path coefficient or the original sample
is still positive (0.144). The reason that customer trust
can significantly influence customer satisfaction is
also supported by the netnography and interview
result, where the trust already exists in the first place,
but the product is overpromising, the level of
satisfaction would be much lower than expected since
they have the trust in the first place. The interview
result also stated that whenever they feel more trust
and satisfied with the product, it is when their product
was fulfilled and exceeded their expectation.
H4 : Customer Trust has a positive influence on
Repurchase Intention
Hypothesis 4 assumed that customer trust had a
positive influence on repurchase intention. However,
Skintific's T-value was lower than 1.96 and the P-
value was greater than 0.05, so this hypothesis was
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rejected and the path coefficient was negative.
Somethinc's T-value was lower than 1.96 and the P-
value was also above or greater 0.05, so the original
sample was also negative. However, according to
Gefen (2002) and Trisnawati et al. (2012), the level
of consumer trust when the consumer feels safe with
the service or product, the seller is transparent, and
respects the consumer's privacy, has a significantly
positive effect on repurchase intention. However, not
all customers or consumers feel safe with the service,
so they did not have or align with repurchase
intention, especially in Somethinc product where
many people claimed or stated that their formula was
not consistent and too-focused in advertising rather
than improving their formula.
H5 : Customer Satisfaction has a positive influence
on Repurchase Intention
Hypothesis 5 assumed that customer satisfaction had
a positive influence on repurchase intention. Both
Skintific and Somethinc products had the same
conclusion, with T-Values above 1.96 and P-Values
under 0.05. Elitan (1999) stated that no complaints,
feelings of pleasure in the whole product, service
conformity with expectations, and customer
expectations that are exceeded were indicators of
consumer satisfaction. Previous research, Julianto
(2010), showed that the greater the customer
satisfaction, the greater the repurchase intention of
consumers. Netnography and interview results
showed that skincare results were visible and
impactful for the consumer, and that if they already
have a skincare that is suitable with their skin type
and face condition, they rarely try new products.
H6 : Customer Satisfaction has a positive influence
on Word of Mouth
Hypothesis 6 assumes that customer satisfaction has a
positive influence on word of mouth, which is proven
by T-values that are above 1.96 and P-values that are
under 0.05. It can be concluded that customer
satisfaction had a positive influence towards word of
mouth on Skintific Product and Somethinc Product.
According to Chen and Tsai (2004), customer
satisfaction can aid in the development of long-term
relationships and the acquisition of positive brand
support. Customer satisfaction has a direct and
positive impact on customer loyalty, the maintenance
of profitability, and the creation of positive WOM. It
can also influence consumer attitudes through word
of mouth about the product or service they use. This
is related to the result of a hypothesis where customer
satisfaction indeed influences the word of mouth,
either positive or negative. It might be due to the fact
their use exceeded their expectation and feel satisfied
with the overall product, especially in netnography
and interview results, the people who really satisfied
with the product tend to share their feeling or their
experience to relatives and even to strangers.
H7 : Repurchase Intention has a positive influence
on Customer Loyalty
Hypothesis 7 assumed that repurchase intention had a
positive influence on customer loyalty. However, for
the Skintific brand, the T-value in this hypothesis was
lower than 1.96 and the P-value was also above or
greater 0.05, so this hypothesis was rejected.
However, the path coefficient or the original sample
was positive (0.022), which means that the
repurchase intention is not significant but still
positively influences customer loyalty. Research by
Hirschman (1970) stated that Customer Loyalty is an
attitudinal tendency and the behavioural tendency of
favouring one brand over other brands. Repurchase
intention refers to the probability or chance of using
the previous service provider again in the future.
Oliver (1997) defined Customer Loyalty as a deep
commitment which merely gets influenced by any
situational behavior caused by several marketing
efforts of different brands, it shows re-buy intent or
re-patronize the same preferred product or service
consistently and repeatedly in future. It is also proved
with netnography and study result, where customer
loyalty was seen or proved if customers do
repurchase intention and give recommendation to
their friends that will invite the potential customer to
H8 : Word of Mouth has a positive influence on
Customer Loyalty
Hypothesis 8 assumes that word of mouth has a
positive influence on customer loyalty in Skintific
and Somethinc products, which is proven by T-values
that are above 1.96, 20.406 for Skintific and 7.393 for
Somethinc, and P-values that are under 0.05.
According to Faullant et al. (2008), customer loyalty
is a long-term relationship between customers and the
company that supports increased sales with no
promotional investment. Positive WOM is a powerful
marketing tool for creating customer loyalty, as it can
promote new and repeat purchases and increase
customer loyalty. People who spread positive word of
mouth to others about particular goods or services
tend to exercise some loyalty in their consumption
patterns. Additionally, positive word of mouth can be
beneficial for the company, as it can give
recommendations to their friends and relatives, give
good reviews on their comment section, and post in
social media that can invite many potential audiences
and customers.
H9 : Affordability to Pay has a positive influence on
Repurchase Intention
Hypothesis 9 suggests that affordability to pay has a
positive influence on repurchase intention. For the
Skintific product, the T-value is lower than 1.96 and
the P-value is above or greater 0.05, but the path
coefficient or the original sample is positive (0.152).
For Somethinc, it can be concluded that the
affordability to pay has a positive influence on
repurchase intention. Affordability is about
consumers’ purchasing power of a product, where it
can be defined as a certain amount of pay for the
product or service. For inexpensive, repeat purchase
products like paper towels, candy, and the like,
affordability concerns are not important in
determining purchase.
However, if the income is really low, even the
inexpensive things can not be repurchased anymore.
Therefore, the role of affordability concerns in
predicting purchase is more important for products
that are perceived more as expensive by consumers.
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For purchase to take place, a person has to intend to
buy the product and have the ability to buy it.
H10 : Customer Trust has a positive influence on
Impulsive Buying
Hypothesis 10 assumed that customer trust has a
positive influence on impulsive buying, which is
supported by somethinc and skintific T-values that
are above 1.96 and P-values that are under 0.05. This
is supported by the previous study of Styv et al.
(2010) who discussed trust as one of the key aspects
when analyzing and studying consumers in the
context of online buying and selling concepts.
Muhammad (2012) found that service quality and
trust has been significant from all predictors
regarding repeat purchases or repurchase intention.
Trust is formed based on the quality the business
offers, but it can also be defined as a belief when it
comes to purchasing online products or services,
where the consumers did not experience it before.
Studies indicated that customers with a high level of
trust in the internet online services tend to perceive a
high level of IBT (Impulsive Buying Tendency),
which means that trust facilitates consumers both in
impulsive buying or in situation normality.
H11 : Impulsive Buying has a positive influence on
Repurchase Intention
Hypothesis 11 assumed that impulsive buying had a
positive influence on repurchase intention. However,
the Skintific product T-value was lower than 1.96 and
the P-value was also above or greater 0.05, so this
hypothesis was rejected. However, the path
coefficient or the original sample was positive
(0.152), so it can be concluded that impulsive buying
has a positive influence on repurchase intention on
Somethinc Product. It may be due to the fact that
impulsivity is one of the main differences between
buyers and non-buyers of TV commercials, and
impulse purchases are a precursor to technology
adoption. It is hoped that the inclusion of impulse
buying in this research model proposal contributes to
studying consumer behavior, especially introducing
new technologies to facilitate shopping behavior.
Impulsive purchasing may have more hedonic
elements than rational ones, and it is possible to
direct this study and apply it to new e-channel
alternatives. Impulsive buying encourages consumer
purchase intentions for products or services, and
when the result of impulsive buying is succeeded, the
consumer’s expectation is fulfilled with the overall
product or services,
5. RECOMMENDATION AND
CONCLUSION
For the local brand skincare companies, the
researcher recommends to keep the advertisement
avoiding using any exaggerating words that will lead
to an overpromising campaign. It can be replaced by
giving an honest review that shows the result for
every day, but other recommendations were
acceptable. By doing the proposed solutions above,
Skintific and Somethinc can decrease the potential
customer loyalty both for present and in the future..
For academicians, it is recommended to use the SPSS
and SmartPLS for more detailed and valid
information that obtained.
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