CHAPTER5 CONCLUSIONANDRECOMMENDATION Thislastchapterwillsummarizethewholeresearchfromthefirstchapteruptothedata analysisandanswertheresearchquestionalongwiththehypothesis.Thischapterwillalso providerecommendationsforIndonesiancosmeticbrandsaboutaninclusiveimagefortheir brandthatcanresultincustomerloyalty.Theresearchwillalsoproviderecommendationsfor upcomingresearch. 5.1Conclusion Thisresearchaimstounderstandwhethertheinclusivebrandimageincosmetic productsinfluencesbrandtrustandcustomersatisfaction.Brandtrustandcustomer satisfactionwillendupincustomerloyalty.Therefore,thisresearchisalsoconducted tounderstandtheconnectionbetweenbrandimageandcustomerloyaltythrough brandtrustandsatisfaction.ThedataanalyzedwascollectedthroughGoogleForms with201respondents.ThedatawasanalyzedusingSmartPLStoproducethefinal resultsforthisresearch. RQ1:Whatistherelationshipbetweeninclusivebrandimageincosmeticsproducts towardsbrandtrustandcustomersatisfaction. Accordingtotheconductedanalysisinthepreviouschapter,ithasbeenfoundthat brandimageinfluencesbrandtrustdirectly.TheT-statisticscoreforbrandimageto brandtrustis16.490,significantlyabovethethresholdof1.96,andtheP-valueis 0.000.WhencosmeticproductsinIndonesiauseaninclusivityimagefortheirbrand, itcouldimproveacustomer'strustinthebrand.Customersperceiveinclusivebrands astrustworthyandreliable,reflectingtheirvaluesandidentities.Thebrand'sinclusive naturehelpsbuildastrongerconnectionwiththecustomers,leadingtoincreasedtrust inthebrand .Therefore,brandimagehasasignificantandpositiveeffectonbrand trust. Basedontheanalysisinthepreviouschapter,itisalsofoundthatbrandimage influencescustomersatisfactiondirectlyandindirectlythroughbrandtrust.Directly meansinclusivebrandimagepositivelyinfluencescustomersatisfaction,asseenfrom theT-statisticof6.017,whichiswellabovetheminimumrequiredvalueof1.96,and 58 theP-valueforthiseffectis0.000.Thedirectinfluenceofbrandimageoncustomer satisfactionalsohasapathcoefficientof0.413.Thisvaluesuggestsasubstantial positiveimpactofinclusivebrandimageinIndonesiancosmeticbrandsoncustomer satisfaction.Thestatementabovemeansthatbrandimagehasadirect,significant effectoncustomersatisfaction. Thebrandimagealsoinfluencescustomersatisfactionindirectlythroughbrandtrust. Theindirecteffectisindicatedbyapathcoefficientof0.312withaT-statisticof 6.366andaP-valueof0.000,showingasignificantmediationeffectofbrandtrustin therelationshipbetweenbrandimageandcustomersatisfaction.Therefore,whilethe inclusivebrandimageofIndonesiancosmeticbrandshasadirecteffectoncustomer satisfaction,italsohasanindirecteffectthroughbrandtrust.Thestatementabove meansthatimprovingthebrandimagenotonlydirectlyincreasescustomer satisfactionbutalsodoessoindirectlybybuildingtrustinthebrand.Therefore,brand trusthasapositiveeffectoncustomersatisfaction. RQ2:Whatistherelationshipbetweeninclusivebrandimageincosmeticsproducts towardscustomerloyalty. Basedonthepreviouschapter'sanalysis,brandimageinfluencescustomerloyalty directlyandindirectlythroughbrandtrustandcustomersatisfaction.Thedirecteffect ofbrandimageoncustomerloyaltyisindicatedbyapathcoefficientof0.266,witha T-statisticof3.058andaP-valueof0.002.Thisshowsasignificantimpact,meaning thatastrongbrandimageofIndonesiancosmeticbrandsbuiltusingtheinclusive imagecandirectlyenhancetheircustomer'sloyalty.Theinclusivebrandimagecan attractpeopletorecommendtheproducttootherswithoutpriorcontactwiththe brand,orjustbecausetheyvaluetheimportanceofinclusivitymightleadthemto loyalty. Thebrandimagealsoindirectlyaffectscustomerloyaltythroughcustomer satisfaction.TheT-statisticof5.918andaP-valueof0.000meansthatthepathis significant.Itshowsthatcustomersatisfactioniscriticalinmediatingtherelationship betweenbrandimageandcustomerloyalty.Apositivebrandimagebuiltusing inclusivitywillboostcustomersatisfaction,enhancingcustomerloyaltyandleading thecustomertorepurchaseorrecommendtheproducttoothers.Furthermore,brand trustalsocontributestocustomerloyalty,mediatedbycustomersatisfaction.The 59 indirecteffectofbrandtrustoncustomerloyaltythroughcustomersatisfactionis representedbyaT-statisticof3.603andaP-valueof0.000.Thisindicatesthattrustin thebrand,fosteredbyapositivebrandimage,enhancessatisfaction,subsequently increasingloyalty.Apositive,inclusiveimageofabrandmeansithasadependable andtrustworthyreputation,whichcouldmakepeopletrustthebrandmore.Thebrand trustthatacustomeralreadyhaswillmakethembelieveintheconsistentqualityofits productsorservices,whichleadstoasenseofconfidencethatthebrandwillmeet theirneedsandexpectations,directlyenhancingsatisfaction.Furthermore,satisfied customersaremorelikelytomakerepeatpurchases.Positiveexperienceswitha productorserviceincreasethelikelihoodthatcustomerswillreturntothebrandfor futureneeds. 5.2Recommendation Theresearcherwillproviderecommendationsbasedonthefindingsofthisresearch forthelocalIndonesiancosmeticsindustryregardingtheinclusivity. 5.2.1ImplementationofInclusiveMarketinginCosmeticBrand Accordingtothisresearch,ithasbeenfoundthataninclusiveimageofa brandcanresultincustomerloyalty.Theimportanceofinclusivityis mentionedinthepreviouschapter:Indonesiaisaculturallydiversecountry withvariousethnicities,skintones,andbeautyideals.Thebeautyindustry mustreflectthisdiversitytoappealtoabroaderaudience.Inclusiveproducts andmarketingcanhelpbrandsresonatewithadiversepopulation,fosteringa senseofrepresentationandinclusionamongcustomers.Onewaytocreatean inclusivebrandimageistoimplementinclusivemarketingforthecosmetic brand.Themarketingstrategiesthatwillbeimplementedneedtoresonate withabroadaudience.Researchersrecommendseveralmarketingstrategies forcosmeticbrandstoimplement. a.RepresentationinAdvertising Byusingmodelswithvariousethnicities,skintones,ages,andbody typesinadvertisingcampaignstoreflectthediversityoftheIndonesian population,Indonesiancosmeticbrandscanattractpositiveattention andsupportfromconsumersandmediaalike.Adoptingtheseinclusive 60 advertisingstrategiescanalsoleadIndonesiancosmeticbrandsto createaloyalcustomerbasethatfeelsrecognized,valued,and understood,ultimatelyleadingtosustainedbrandsuccess.This recommendationissuitableforthefirsthypothesis,whichisthe relationshipbetweenbrandimageandcustomersatisfaction.Byhaving diversemodelsinadvertisingtoenhancetheinclusivebrandimage,it candirectlyinfluencecustomersatisfactionbymakingconsumersfeel representedandvalued.Otherthanthat,italsosupportsthesecond hypothesis,whichistherelationshipfrombrandimagetobrandtrust. Diverserepresentationinadvertisingcanbuildtrustamongconsumers astheyseethebrandasreliableandinclusive,aligningwiththeir valuesandidentities. b.DiversificationofContent Increatingcontenttopromotethecosmeticbrand,itisessentialtouse avarietyofplatforms,includingsocialmedia(suchasInstagram, Facebook,TikTok,YouTube,andTwitter),traditionalmedia (television,radio,andothers),onlineplatforms,communityandlocal events,andothers.Diversificationwillallowthecontenttoreacha broaderaudience.Thecontentoneachplatformneedstobetailoredto itsaudiencewhilemaintainingthesamemessage.This recommendationisalignedwiththesecondhypothesis,statingthat brandimageinfluencesbrandtrust.Withdiversifiedcontent,itcan helptomaintainaconsistentandtrustworthybrandimage,whichcan enhancethetrustofacustomerforabrand.Furthermore,thethird hypothesisisalsoalignedwiththerecommendation,because consistentandinclusivemessagingacrossdifferentmediacould reinforcebrandimage,thenleadtohighercustomerloyalty.Then,this recommendationisalsosuitableforthefourthhypothesis,aboutthe influenceofbrandtrusttocustomersatisfaction.Diversifiedand tailoredcontentacrossplatformscanenhancebrandtrust,whichin turnincreasescustomersatisfaction.Notonlythesatisfaction,butalso loyaltyfromthefifthhypothesis. 61 c.WideRangeofProductAvailability AnIndonesiancosmeticbrandcanalsodevelopitsinclusivemarketing byprovidingawiderangeofshadesandformulationsforitscosmetic products.Bydevelopingawiderangeofproductshadesand formulations,thebrandcanreachpotentialcustomersofdifferentskin tonesandtypes.Thisincludesfoundationshadesandotherproducts likelipsticks,blushes,andskincareitemsthatcatertodiversecustomer needs.Theproductsneedtoensurereadinessinonlineandoffline storessothecustomerscaneasilybuythem.Thiswillsupportthefirst hypothesis,becauseawiderangeofproductsthatmeetdiverseneeds directlyimpactscustomersatisfaction.Otherthanthat,the reinforcementofinclusivebrandimagebytheavailabilityofdiverse products,willleadtoincreasedcustomerloyalty(Hypothesis3).From thesatisfactionthatthecustomerhadwiththeavailabilityandvariety ofproducts,theirloyaltytowardsthebrandincreases(Hypothesis6). 5.2.2FurtherResearch ThisresearchonlycoverstheinclusivityofcosmeticproductsinIndonesia. Futureresearchcanusedifferentindustriesregardingtheimplementationof inclusivity.Thelimitationsforfutureresearchareconsideringamorediverse samplenotlimitedtoGenerationZbutamoredifferentagegroup,suchas millennials,babyboomers,oreventhenewgenerationandsocio-economic backgroundtounderstandthebroaderbehaviorofcustomers.Thescopeof geographycanalsobebroadened,byexpandingittoothercountries,suchas SoutheastAsiancountries,whichprovidescomparativeinsightsandhelps understandhowculturaldifferencesinfluencetheperceptionofinclusivityin cosmeticbrands.Notonlytoothercountries,butbycollectingalargernumber ofrespondentscanhelptounderstandthecharacteristicsofeachareain Indonesiafromthenumberofanswers.Lastly,researchersalsorecommend thatfutureresearchaddthedigitalandsocialmediainfluencetoinvestigate theroleinshapingthebrandimage,giventheincreasingimportanceofthese platformsinmarketing. 62 5.3ResearchImplication 5.3.1PracticalImplication Thisresearchillustratestheeffectofbrandimage,trust,andcustomer satisfactiononcustomerloyalty.Indonesiancosmeticbrandscouldusethe resultofthisstudytodeveloptheirmarketingstrategybyimplementingan inclusivebrandimagetotheirbrand,whichwillresultincustomerloyalty. 5.3.2TheoreticalImplication Theconceptualframeworkofthisresearchisdevelopedfromseveralprior studies(Ma'azzah&Prasetyo,2023;Japarianto&Agatha,2023;Afrianietal., 2019.Itconsistsofbrandimageinfluenceonbrandtrust,customer satisfaction,andresultingcustomerloyaltytoanalyzethecurrentneedsof inclusivityinsociety.Therefore,thisresearchcanbeusedasareferenceto futureresearchinasimilarfield.