Empowering Brand Equity: The Strategic Role of Brand Ambassadors and Beauty Campaigns in the Cosmetic Industry

Authors

  • Nur Aysa Telkom University, Bandung, Indonesia
  • Donni Junipriansa Telkom University, Bandung, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v6i5.4749

Keywords:

Brand Ambassadors, Beauty Campaigns, Brand Equity

Abstract

Objective: This study aims to examine the strategic role of brand ambassadors and beauty campaigns in enhancing brand equity within the cosmetic industry. Methodology: This study employs a quantitative approach with SEM-PLS. Data were collected through a structured questionnaire distributed to 100 respondents who are familiar with Wardah Cosmetics and its campaigns. The study investigates the relationships between brand ambassadors, beauty campaigns, and brand equity, drawing on relevant marketing theories. Findings: The results reveal that both brand ambassadors and beauty campaigns significantly and positively affect brand equity. Brand ambassadors enhance consumer trust and emotional connection with the brand, while beauty campaigns improve brand visibility and align with consumer values. These factors contribute to higher brand awareness, stronger brand associations, and an improved perception of quality. Conclusion: The study highlights the critical role of brand ambassadors and beauty campaigns in strengthening brand equity. Effective marketing strategies that leverage these elements can create stronger emotional connections with consumers and increase brand recognition, ultimately improving brand equity in a competitive market.

References

Chae, M. (2021). Driving consumer engagement through diverse calls to action in corporate social responsibility messages on social media. Sustainability, 13(7), 3812. https://doi.org/10.3390/su13073812

Chang, W.-J. (2020). Experiential Marketing, Brand Image and Brand Loyalty: A Case Study of Starbucks. British Food Journal, 123(1), 209–223. https://doi.org/10.1108/bfj-01-2020-0014

Chekima, B., Chekima, F., & Adis, A. (2020). Social media influencer in advertising: the role of attractiveness, expertise and trustworthiness. Journal of Economics and Business, 3(4). https://doi.org/10.31014/aior.1992.03.04.298

Evans, W. D., Blitstein, J. L., Vallone, D., Post, S., & Nielsen, W. (2014). Systematic Review of Health Branding: Growth of a Promising Practice. Translational Behavioral Medicine, 5(1), 24–36. https://doi.org/10.1007/s13142-014-0272-1

Hartati, S., Lubis, J., & Hanum, F. (2022). The influence of brand ambassador on purchasing decisions for Wardah products with brand image as an intervening variable at Indomaret Sigambal. Quantitative Economics and Management Studies, 3(3), 435-439. https://doi.org/10.35877/454ri.qems993

Hidayati, S. (2020). The rise of local cosmetic brands in Indonesia: A case study of Wardah Cosmetics. International Journal of Business and Management, 15(3), 45-56.

Huang, C.-C. (2017). The Impacts of Brand Experiences on Brand Loyalty: Mediators of Brand Love and Trust. Management Decision, 55(5), 915–934. https://doi.org/10.1108/md-10-2015-0465

Jun, S.-H., & Yi, J. (2020). What Makes Followers Loyal? The Role of Influencer Interactivity in Building Influencer Brand Equity. Journal of Product & Brand Management, 29(6), 803–814. https://doi.org/10.1108/jpbm-02-2019-2280

Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2020). Perceived Social Media Marketing Activities and Consumer-Based Brand Equity. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72. https://doi.org/10.1108/apjml-07-2019-0453

Kristian, G. (2021). Pengaruh brand ambassador dan brand image terhadap keputusan pembelian dengan trustworthiness sebagai variabel intervening. Jurnal Ilmiah Manajemen Kesatuan, 9(3), 509-520. https://doi.org/10.37641/jimkes.v9i3.570

Lee, J., & Kim, S. (2019). The influence of K-Pop on consumer behavior in the beauty industry. Journal of Consumer Marketing, 36(5), 657-668.

Leyton, A., Hutchinson, P., & Mirzoyants, A. (2020). The Use of Branding Strategies to Increase the Uptake of Modern Contraception Among Kenyan Youth. International Journal of Market Research, 63(1), 15–26. https://doi.org/10.1177/1470785320956450

Ma'rifah, F. (2024). Pengaruh beauty influencer, online customer review, dan online customer rating terhadap keputusan pembeelian produk skincare npure face toner. Cidea Journal, 3(1), 105-118. https://doi.org/10.56444/cideajournal.v3i1.1836

Natassja, E. (2023). The effect of using Twice's girlband K-pop as the brand ambassador on increasing the value of the Scarlett Whitening brand. Glo. R. Ec. Bus. Com. & Inf., 1(1), 43-53. https://doi.org/10.46806/grebuci.v1i1.975

Nugroho, A., & Sari, D. (2021). The impact of brand ambassadors on brand awareness: A study of Wardah Cosmetics in Blitar Regency. Journal of Marketing Research, 8(2), 123-135.

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.

Ong, R. S., Zaim, I. A., & Hudrasyah, H. (2024a). The Influence of Inclusive Brand Image in Indonesian Cosmetic Products on Customer Loyalty. International Journal of Current Science Research and Review, 07(08). https://doi.org/10.47191/ijcsrr/v7-i8-36

Ong, R. S., Zaim, I. A., & Hudrasyah, H. (2024b). The Influence of Inclusive Brand Image in Indonesian Cosmetic Products on Customer Loyalty. International Journal of Current Science Research and Review, 07(08). https://doi.org/10.47191/ijcsrr/v7-i8-36

Pardede, B. (2023). The influence of K-pop artists as brand ambassadors on affecting purchasing decisions and brand loyalty (a study of skincare products in Indonesia consumers in Indonesia). Journal of Consumer Studies and Applied Marketing, 1(1), 1-10. https://doi.org/10.58229/jcsam.v1i1.35

Putri, A. and Listiani, E. (2022). Pengaruh kampanye dear me beauty terhadap minat beli. Bandung Conference Series Communication Management, 2(1). https://doi.org/10.29313/bcscm.v2i1.1052

Putri, K. and Kusumastuti, R. (2023). Representasi kecantikan perempuan pada kampanye be your own melalui youtube blp beauty. Wacana Jurnal Ilmiah Ilmu Komunikasi, 22(1), 93-107. https://doi.org/10.32509/wacana.v22i1.2723

Rath, J., Tulsiani, S., Evans, W., Liu, S., Vallone, D., & Hair, E. (2021). Effects of branded health messages on e-cigarette attitudes, intentions, and behaviors: A longitudinal study among youth and young adults. BMC Public Health, 21(1). https://doi.org/10.1186/s12889-021-11092-1

Sabrina, N., Azwar, A., & Sofa, N. (2018). Pengaruh kredibilitas brand ambassador selebriti terhadap keputusan pembelian produk pada iklan wardah versi dewi sandra (studi kasus mahasiswi uin jakarta fakultas ekonomi dan bisnis). Epigram, 14(2). https://doi.org/10.32722/epi.v14i2.1092

Sari, R., & Rahman, A. (2022). Exploring the role of brand ambassadors in enhancing brand equity: A case study of Wardah Cosmetics. Asian Journal of Business and Management, 10(1), 77-89.

Situmeang, S. (2024). Kampanye slow beauty skincare di kalangan member female daily. Jurnal Pustaka Komunikasi, 7(2), 371-387. https://doi.org/10.32509/pustakom.v7i2.3924

Suleman, D., Suyoto, Y., & Prasetio, T. (2022). How brand ambassador and trust on consumer purchase decisions of fashion products in the digital era. Journal of Economics and Business Letters, 2(4), 10-13. https://doi.org/10.55942/jebl.v2i4.171

Syaharani, D. (2021). The effectiveness of dove campaign for real beauty in affecting customers’ purchase decision toward dove products. Advanced International Journal of Business Entrepreneurship and Smes, 3(9), 244-264. https://doi.org/10.35631/aijbes.39017

Timpal, R., Massie, J., & Elim, I. (2022). The role of brand ambassadors on consumer purchase decision on tokopedia marketplace. Jurnal Emba Jurnal Riset Ekonomi Manajemen Bisnis Dan Akuntansi, 10(3), 652. https://doi.org/10.35794/emba.v10i3.42366

Warbung, C. J. E., Wowor, M. C., Walean, R., & Mandagi, D. W. (2023). The Impact of Social Media Marketing on Beauty Clinic Brand Equity: The Case of Zap Manado. International Journal of Professional Business Review, 8(4), e01389. https://doi.org/10.26668/businessreview/2023.v8i4.1389

Yazid, K., Kusmaedi, N., & Berliana, B. (2021). The effect of brand ambassador on bicycle purchase decisions. Competitor Jurnal Pendidikan Kepelatihan Olahraga, 13(3), 371. https://doi.org/10.26858/cjpko.v13i3.22843

Downloads

Published

2025-07-14

How to Cite

Azzahra, N. A. ., & Junipriansa, D. (2025). Empowering Brand Equity: The Strategic Role of Brand Ambassadors and Beauty Campaigns in the Cosmetic Industry . Dinasti International Journal of Education Management and Social Science, 6(5), 4133–4143. https://doi.org/10.38035/dijemss.v6i5.4749

Issue

Vol. 6 No. 5 (2025): Dinasti International Journal of Education Management and Social Science (June - July 2025)

Section

Articles

License

Copyright (c) 2025 Nur Aysa , Donni Junipriansa

Creative Commons License

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

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the Dinasti International Journal of Education Management and Social Science (DIJEMSS) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Education Management and Social Science (DIJEMSS).