The Influence of Personal Branding, Influencer Endorsement, and Customer Engagement on Brand Affinity in the Cosmetics Industry in Indonesia

Authors

  • Frans Sudirjo Jurusan Manajemen, Fakultas Ekonomika dan Bisnis, Universitas 17 Agustus 1945 Semarang
  • Darmiono Darmiono Akademi Ketatalaksanaan Pelayaran Niaga Bahtera
  • Muhamad Ammar Muhtadi Nusa Putra University

DOI:

https://doi.org/10.58812/wsis.v2i04.825

Keywords:

Personal Branding, Influencer Endorsement, Customer Engagement, Brand Affinity, Cosmetics Industry

Abstract

This quantitative study explores the influence of personal branding, influencer endorsement, and customer engagement on brand affinity within the cosmetics industry in Indonesia. A sample of 176 cosmetic consumers was surveyed, and data were analyzed using structural equation modeling (SEM) with partial least squares (PLS) path analysis. The findings reveal significant positive relationships between personal branding, influencer endorsement, customer engagement, and brand affinity. Specifically, personal branding and influencer endorsement were found to have strong positive effects on brand affinity, highlighting the importance of cultivating a distinct brand identity and leveraging influencer partnerships to resonate with consumers. Additionally, customer engagement emerged as a critical determinant of brand affinity, underscoring the value of fostering meaningful interactions and experiences with consumers. These findings provide valuable insights for cosmetic brands seeking to enhance consumer perceptions and behaviors, drive brand loyalty, and achieve long-term success in the Indonesian market.

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Published

2024-04-29

How to Cite

Sudirjo, F., Darmiono, D., & Muhtadi, M. A. (2024). The Influence of Personal Branding, Influencer Endorsement, and Customer Engagement on Brand Affinity in the Cosmetics Industry in Indonesia. West Science Interdisciplinary Studies, 2(04), 831–840. https://doi.org/10.58812/wsis.v2i04.825

Issue

Vol. 2 No. 04 (2024): West Science Interdisciplinary Studies

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Articles

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Copyright (c) 2024 Frans Sudirjo, Darmiono Darmiono, Muhamad Ammar Muhtadi

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