Issue

Vol. 12 No. 1 (2025): June

Date Log

Submitted
13 December 2024
Accepted
29 April 2025
Published
14 June 2025

Copyright (c) 2025 Hernandi Sujono, Ratih Hurriyati, Lili Adi Wibowo, Heny Hensrayati (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Scent-sational Strategies: Boosting Refill Perfume Brand Image through Product, Price, Service, and Social Media

https://doi.org/10.24252/minds.v12i1.53263
Hernandi Sujono
Universitas Pendidikan Indonesi, Indonesia
Ratih Hurriyati
Universitas Pendidikan Indonesia, Indonesia
Lili Adi Wibowo
Universitas Pendidikan Indonesia, Indonesia
Heny Hensrayati
Universitas Pendidikan Indonesia, Indonesia

Corresponding Author(s) : Hernandi Sujono

[email protected]

Jurnal Minds: Manajemen Ide dan Inspirasi, Vol. 12 No. 1 (2025): June

Abstract


Brand image remains pivotal in contemporary marketing discourse, particularly within niche industries. This study advances brand theory by empirically examining how product attributes, pricing strategies, service quality, and social media engagement collectively shape the brand image of refill perfumes through customer experience mediation. Employing Structural Equation Modeling–Partial Least Squares (SEM-PLS) via SmartPLS, data from 332 refill perfume customers across five cities in West Java, Indonesia were analyzed using cluster sampling. Findings indicate that all examined factors significantly enhance brand image, with customer experience acting as a crucial mediator. Practically, this suggests that refill perfume businesses can strategically leverage product quality, competitive pricing, superior service, and dynamic social media presence to cultivate a robust brand identity.

Keywords

Product Price Service Quality Social Media Customer Experience
Sujono, H., Hurriyati, R., Adi Wibowo, L., & Hensrayati, H. (2025). Scent-sational Strategies: Boosting Refill Perfume Brand Image through Product, Price, Service, and Social Media. Jurnal Minds: Manajemen Ide Dan Inspirasi, 12(1), 17–28. https://doi.org/10.24252/minds.v12i1.53263
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Author Biographies

Hernandi Sujono, Universitas Pendidikan Indonesi

Management Department

Ratih Hurriyati, Universitas Pendidikan Indonesia

Management Department

Lili Adi Wibowo, Universitas Pendidikan Indonesia

Management Department 

Heny Hensrayati, Universitas Pendidikan Indonesia

Management Department 

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