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Examining the Role of Personality and Brand Experience in Consumer Engagement in Indonesia’s Local Cosmetics Market

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Lisnawati Lisnawati

    (Universitas Pendidikan Indonesia)

  • Harumi Sekar Asih

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

Abstract

This paper aims to examine the extent to which brand experience and personality influence engagement in local cosmetics in the Indonesian context. It further explores the role of the brand experience and brand personality as a dependent variable amidst the relationship of engagement of local cosmetics in Indonesia. This study has used 350 responses collected through an online survey conducted among consumers of local cosmetics in Indonesia. The responses were analyzed using confirmatory analysis and structural equation modeling. The results of the online survey show that brand experience and brand personality positively influence the engagement of local cosmetics in Indonesia. The effects of engagement in local cosmetics in Indonesia are partially affected compared to those directly from the brand experience and personality. This study suggests that the owner of a local cosmetics brand should develop strategies that could increase the levels of brand experience and brand personality because of its effects on engagement outcomes. This research is the first of its kind to examine the effect of brand experience and brand personality on the engagement of local cosmetics in the Indonesian context.

Suggested Citation

  • Lisnawati Lisnawati & Harumi Sekar Asih & Ratih Hurriyati, 2025. "Examining the Role of Personality and Brand Experience in Consumer Engagement in Indonesia’s Local Cosmetics Market," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 587-602, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_69
    DOI: 10.2991/978-94-6463-817-2_69
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