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

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

Authors
Lisnawati Lisnawati1, *, Harumi Sekar Asih1, Ratih Hurriyati1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: lisnawati@upi.edu
Corresponding Author
Lisnawati Lisnawati
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_69How to use a DOI?
Keywords
Brand Experience; Brand Personality; Engagement
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_69How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Lisnawati Lisnawati
AU  - Harumi Sekar Asih
AU  - Ratih Hurriyati
PY  - 2025
DA  - 2025/09/12
TI  - Examining the Role of Personality and Brand Experience in Consumer Engagement in Indonesia’s Local Cosmetics Market
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 587
EP  - 602
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_69
DO  - 10.2991/978-94-6463-817-2_69
ID  - Lisnawati2025
ER  -