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p-Index From 2021 - 2026
0.61
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This Author published in this journals
All Journal Dinasti International Journal of Education Management and Social Science
Donni Junipriansa
Telkom University, Bandung, Indonesia
Education

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Empowering Brand Equity: The Strategic Role of Brand Ambassadors and Beauty Campaigns in the Cosmetic Industry Nur Aysa Azzahra; Donni Junipriansa
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 5 (2025): Dinasti International Journal of Education Management and Social Science (June
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i5.4749

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.
The Impact of Influencer Marketing and Price Discounts on Consumer Buying Interest in The Erigo Brand Muhamad Nur Faiz; Donni Junipriansa
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 1 (2025): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i1.5310

Abstract

This research tends to examine the impactt of influencer marketing and price discounts on consumer purchase intention toward the Erigo brand. The background of this study is derived from the increasing use of digital marketing strategies, particularly through collaborations with influencers and the implementation of discounts to attract consumer attention. Erigo, as a local fashion brand, actively utilizes both strategies, making it a relevant object of study. A quantitative paradigm was employed through a structured survey, obtaining data from 100 followers or consumers of the Erigo brand, which were subsequently analyzed using multiple linear regression analysis. The outcomes indicate that both influencer marketing and price discounts have a significant and positive influence on purchase intention, both partially and simultaneously. These findings underscore the critical imperative of adopting strategically aligned marketing interventions to optimize consumer purchasing decisions, with particular salience for indigenous fashion enterprises such as Erigo.
Understanding How User-Generated Content and Viral Marketing Drive Tumblers Purchase Decisions Among Gen Z: The Mediating Role of Sustainable Marketing Arsyva Levina; Donni Junipriansa; Alma Syifa Maulidina
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 4 (2026): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i4.6680

Abstract

This study aims to analyze the influence of user-generated content and viral marketing on Generation Z’s purchasing decisions regarding Stanley tumblers in Indonesia, with sustainable marketing as a mediating variable. This study is done based on the increasing role of social media in shaping consumption behavior and the importance of sustainability values in purchasing decisions. A quantitative approach is applied using a cross-sectional design and purposive sampling technique involving 100 respondents who had been exposed to Stanley tumbler content on TikTok. The data collected through questionnaire and analyzed by using statistical analysis techniques. The results indicate that user-generated content and viral marketing have a positive and significance influence on purchasing decisions, both directly and through sustainable marketing. Furthermore, sustainable marketing strengthen the relationship between digital marketing stimuli and purchading decisions. This study conclude that the integration of digital content and sustainalbility values is a key factor in influencing Gen Z consumers’ purchasing decisions.
Co-Authors Alma Syifa Maulidina Arsyva Levina Muhamad Nur Faiz Nur Aysa Azzahra