The Strategic Role of Brand Equity and Customer Experience in Driving Promotional Success

Figure Ilustration AI

FORMOSA NEWS - Kudus - Skincare Success: How Brand Identity and Customer Experience Drive The Originote’s Massive Market Growth.  A new study by researchers at Muria Kudus University reveals that the explosive success of The Originote skincare brand is driven by a strategic blend of positive brand image, high quality, and superior customer experiences. Published in the Asian Journal of Management Analytics in 2026, the research conducted by Dina Lusianti, Ira Wakhidatin, and Iwan Suroso explains how these intangible resources transform promotional efforts into significant sales results in Indonesia's highly competitive beauty market. Understanding these factors is critical as the Indonesian skincare industry continues to grow at a rate of 8.6% annually, reaching a market value of USD 5.7 billion.

The Booming Landscape of Indonesian Beauty
The cosmetics industry in Indonesia has evolved from a luxury to a fundamental lifestyle necessity. With the rise of social media beauty trends and the influential power of digital creators, local brands like The Originote are finding themselves in a fierce battle with global imports. While many companies focus solely on aggressive pricing or flash sales, this study highlights that sustainable growth requires a deeper emotional connection with the consumer. The Originote, founded in 2018, became a household name by 2022 through TikTok-driven marketing and affordable, high-quality offerings. Despite its rapid ascent and winning the 2023 Brand Choice Award, the brand continues to navigate challenges regarding market share and consumer trust. This research provides a roadmap for how local brands can maintain their momentum by focusing on what consumers truly value beyond the price tag.

Mapping the Research Journey
To uncover the mechanics of promotional success, the researchers from Muria Kudus University surveyed 150 skincare consumers in the Kudus Regency. The participants, primarily aged 18 to 25, represented a demographic that is highly active on platforms like TikTok and Shopee. The study utilized a quantitative approach, employing multiple linear regression and path analysis to measure how four specific factors influenced the success of sales promotions. These factors included:

• Brand Image: The mental perception and reputation of the brand.
• Brand Quality: The actual performance and safety of the products.
• Customer Experience: The feelings and interactions consumers have during the shopping process.
• Customer Value: The perceived benefits received in exchange for the price paid.

Key Findings: A Synergy of Strategy
The analysis produced a clear result: brand image, quality, experience, and value collectively account for 79.6% of the success of The Originote’s sales promotions.
The study's most significant findings include:

• Quality is the Foundation: High product quality acts as a "trust bridge." When consumers perceive a brand as reliable and safe, they are far more likely to respond positively to discount offers or new product launches.
• Environment Matters: Interestingly, the research found that the "shopping environment" including the atmosphere and layout of the sales area was the strongest indicator of a positive customer experience. A comfortable and neat shopping process makes consumers more receptive to promotional messages.
• The Emotional Bond: For customer value, the highest influence came from "emotional value". Consumers do not just buy a moisturizer; they buy the feelings of satisfaction, comfort, and pride associated with the brand.
• Unified Impact: While each factor is important individually, they work best in tandem. A strong brand image makes a promotion recognizable, while proven quality ensures the customer doesn't regret the purchase later.

Real-World Implications for the Beauty Industry
For business owners, policymakers, and marketing professionals, these findings suggest that "price wars" are not the only way to win in the e-commerce era. Instead, the researchers emphasize the Resource-Based View (RBV), suggesting that a brand's most valuable assets are its intangible resources  trust, reputation, and customer loyalty.

Industry leaders can apply these insights by:

1. Prioritizing Safety and Consistency: Since "product attributes" were the highest indicator for brand image, maintaining strict quality control is essential for long-term growth.
2. Enhancing Digital and Physical Environments: Whether on a website or in a physical store, the comfort and ease of the shopping journey directly impact whether a promotion succeeds.
3. Cultivating Brand Trust: Consistent messaging on social media helps build a reputation that makes future marketing efforts more efficient and cost-effective.

Author Profile
Dina Lusianti, M.M. Muria Kudus University. Her work focuses on consumer behavior and brand strategy within the Indonesian retail and cosmetics sectors.
Ira Wakhidatin Muria Kudus University,  with a focus on quantitative data analysis.
Iwan Suroso Muria Kudus University, focusing on how internal organizational resources contribute to competitive advantages in local markets.

Source
Dina Lusianti, Ira Wakhidatin, Iwan Suroso (2026). The Strategic Role of Brand Equity and Customer Experience in Driving Promotional Success.  Asian Journal of Management Analytics (AJMA) Volume & Tahun: Vol. 5, No. 2, 2026 Hal: 309-322
DOI: https://doi.org/10.55927/ajma.v5i2.16456
URL: https://journal.formosapublisher.org/index.php/ajma