PERCEPTION, SATISFACTION, AND PURCHASE BEHAVIOR REGARDING WINONA COSMETIC PRODUCT COMMUNICATION VIA THE WEBSITE CHANNEL
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Abstract
Introduction: Winona cosmetic product buying behavior relies on communication to create awareness through website channels. Objectives: this study aims to examine the perception, satisfaction, and purchasing behavior of Winona product users regarding Winona’s product communication through the website channel and investigate the relationship between perception and satisfaction toward website communication and purchasing behavior and brand loyalty toward Winona products. Methods: Quantitative research using questionnaires as a tool to collect cognitive data. The data were analyzed by percentage, average, standard deviation, and t-test and f-test values. Results: Consumers’ perception, satisfaction, and purchasing behavior of Winona products towards website communication were generally high (average 4.40), with awareness of information completeness (average 4.58) and ease of access to the website (average 4.57), and consumer satisfaction with the website was very high (average 4.51), with satisfaction with the convenience of using the website was the highest (average 4.60), and purchasing behavior and loyalty to Winona products were high. Consumers repurchased Winona products (average 4.45) and recommended Winona products to others (average 4.55), and hypothesis tests showed that demographic factors had no effect on consumer perception and satisfaction. But perception and satisfaction were significantly correlated with purchasing behavior and loyalty to Winona products (r = 0.7521 and r = 0.7462, respectively). Conclusion: Websites are an important tool for creating awareness. Entrepreneurs should develop their websites to provide a better user experience, such as adding AI chatbot features, automated product recommendation systems, and multimedia data presentations, to meet customer needs and increase competitiveness in China’s cosmetic product market.
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