THE IMPACT OF DIVERSITY MARKETING IN BEAUTY ADVERTISING ON BRAND REPUTATION AND CONSUMERS’ PURCHASE INTENTION IN INDONESIA

• Main Author: Kanna Satyawadhini, Safiya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85778
• Institution: Institut Teknologi Bandung

Recent trends in the beauty industry showed an increase in demand for better representation of consumers through diversity and inclusion in its advertising. This research aims to analyze the effects of diversity marketing in beauty advertising on brand reputation and consumers’ purchase intention. The research also aims to identify what the inclusion of different demographics (i.e. race, ethnicity, gender, sexuality, socioeconomic backgrounds) have on brand perception. This study used a quantitative approach using survey methods through Google Forms and collected responses from 119 respondents which comprises beauty brand consumers in Indonesia. This research used validity and reliability testing to uphold the integrity of its results, and the bootstrapping hypothesis test method using SmartPLS 4 software to investigate the influence of diversity marketing on brand reputation and purchase intention. The findings support the hypotheses of this research, indicating that diversity marketing has substantial positive influence on both brand reputation and purchase intentions. The hypothesis testing resulted in T Values 34.810 for diversity marketing and brand reputation, 4.982 for diversity marketing and purchase intention, and 6.771 for brand reputation and purchase intention with respect to the p-value of 0.000 for all relationships. These results indicate that diversity marketing in beauty advertising helps enhance brand reputations and strengthen consumers’ purchase intention, therefore supporting both hypotheses. The research recommends that brands authentically represent different demographics in its marketing efforts to form strategic posturing in communicating the brand’s commitment toward diversity and inclusion, invoking the needs and values of the modern-day consumers. Brands practicing this approach could form stronger relationships with its consumers, increasing the possibility of gaining new customers and market share. This research also highlights that such efforts could have positive impacts on consumer behavior and consumer’s perceptions of a brand’s identity and values within the highly competitive industries.