Customer Loyalty on Household Consumer Goods Distribution: A Survey among the Asian Parent Indonesia Community

Yeany Nurainy, Z. Hidayat*, Robby Marcelinus Nani, Riezca Kartika Dara Aprilina

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


Purpose: Mothers determines all household requirements and decides almost all their related things. The purpose of this study was to examine several independent variables on customer loyalty among mothers in The Asian Parents Indonesia community. The independent variables include advertising on Instagram, brand image, word-of-mouth, community cohesiveness, while the dependent variable is purchasing decisions. Research design, data, and methodology: This quantitative study uses a survey method for the Asian Parents Indonesia community members, listed on its website. The population of this community was recorded at 1,310, with a sample of 135 respondents. Data processing is done by using Structural Equation Model using Smart-PLS software. Results: Variables that significantly affect purchasing decisions and customer loyalty are word-of-mouth, summarized in a testimony, advertising on Instagram, and brand image. However, community cohesiveness does not affect customer loyalty to a brand. Conclusion: The results of this test propose significant implications for developing the relationship between baby toiletries producers and customers through word-ofmouth testimonials and advertisements on Instagram while community cohesiveness in maintaining customer loyalty using a brand is not influential, but interactions that occur within the community become a reference for mothers to choose a baby toiletries product.

Original languageEnglish
Pages (from-to)9-19
Number of pages11
JournalJournal of Distribution Science
Issue number4
Publication statusPublished - 2022
Externally publishedYes


  • Advertising campaign
  • Customer loyalty
  • Distribution
  • Household consumer goods
  • Instagram


Dive into the research topics of 'Customer Loyalty on Household Consumer Goods Distribution: A Survey among the Asian Parent Indonesia Community'. Together they form a unique fingerprint.

Cite this