Building Bo&Lou Customer Satisfaction : The Role of Digital Brand Experience , Online Customer Reviews and Purchasing Decisions of Bo&Lou Consumers in Medan City

Jennifer Jennifer; Sri Rezeki; Claudie Tiofanny; Widalicin Januarty; Bernad Juli Devid Zebua

doi:10.55681/economina.v5i9.4429

Authors

Jennifer Sekolah Tinggi Ilmu Ekonomi Eka Prasetya, Indonesia
Sri Rezeki Universitas Negeri Medan, Indonesia
Claudie Tiofanny Sekolah Tinggi Ilmu Ekonomi Eka Prasetyo, Indonesia
Widalicin Januarty Sekolah Tinggi Ilmu Ekonomi Eka Prasetyo, Indonesia
Bernad Juli Devid Zebua Sekolah Tinggi Ilmu Ekonomi Eka Prasetyo, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i9.4429

Keywords:

Satisfaction; Digital Brand Experience; Online Customer Review; Purchase Decision; Shapewear

Abstract

This study examines the relationships between Digital Brand Experience, Online Customer Review, Purchase Decision, and Customer Satisfaction among Bo&Lou shapewear consumers in Medan, with Purchase Decision as a mediating variable. A quantitative cross-sectional survey was conducted involving 120 respondents selected using purposive sampling. Data were analyzed using PLS-SEM with SmartPLS 4 and a 5,000-resample bootstrapping procedure. The results show that Digital Brand Experience positively relates to Purchase Decision (β = 0.688; p < 0.001) and Customer Satisfaction (β = 0.477; p < 0.001). Online Customer Review also positively relates to Purchase Decision (β = 0.417; p < 0.001) and Customer Satisfaction (β = 0.411; p < 0.001). Purchase Decision positively relates to Customer Satisfaction (β = 0.273; p < 0.001). Furthermore, Purchase Decision provides complementary partial mediation in the relationships between Digital Brand Experience and Customer Satisfaction (β = 0.188; p < 0.001) and between Online Customer Review and Customer Satisfaction (β = 0.114; p = 0.001). The model explains 70.2% of the variance in Purchase Decision and 80.6% in Customer Satisfaction. PLSpredict results indicate moderate out-of-sample predictive power. These findings highlight the importance of consistent digital brand experiences and credible customer reviews in supporting purchase evaluation and satisfaction in online shapewear consumption.

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