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Abstract
In order to provide satisfactory service quality for customers to encourage customer loyalty, it is not yet clear whether impulse buying and service quality can create customer satisfaction and loyalty in beauty e-commerce, so further research is required. This study aimed to discover how respondents evaluate impulsive purchases, service quality, customer satisfaction, and loyalty in beauty e-commerce. This study examined the effect of impulse buying on customer satisfaction, the effect of service quality on customer satisfaction, and determined the effect of customer satisfaction on customer loyalty in beauty e-commerce. This study falls under the category of quantitative research, using primary data obtained through surveys distributed through a Google form. The samples used in this study were 300 respondents. The data analysis technique in this study utilized SEM analysis techniques with SmartPLS. The results showed that all the hypothesized links were significant and positive except for the effect of impulse buying on customer satisfaction, which was negative. There was a positive and significant effect between service quality on customer satisfaction. Moreover, there was a positive and significant effect between customer satisfaction and customer loyalty. Suggestions from this research are to improve the quality of service, and beauty e-commerce must continue to improve the quality of its website, especially pay more attention to regulations regarding compensation for customers in order to encourage customer satisfaction.
Keywords: impulse buying, service quality, customer satisfaction, customer loyalty, beauty e-commerce
Introduction
With the expansion of the internet new types of services have evolved one of which is e-commerce services. The beauty e-commerce business for example, is still growing. According to We Are Social & Hootsuite statistics released in 2021, ecommerce in the fashion and cosmetics industry has surged by 50.7% over the previous two years. Customers often buy on impulse, as seen by the expansion of beauty e-commerce. Beauty e-commerce offers a variety of limited-time sales promotions to entice clients to make impulsive buying, such as monthly promos 8.8, 9.9, 10.10, and so on. There are also free shipping promotions with no minimum purchase, flash sales, payment promotions, bundle packages, and other daily promotions available.
The websites beauty e-commerce website is convenient to comprehend by the users (user-friendly), respond swiftly (responsive), provide clear information about items, processes for transactions and...