Asnan Furinto

Influencer marketing and brand community have been popularly used as one powerful marketing strategy to enhance brand awareness. This study aims to find out how and to what extent influencer marketing and brand community affect brand awareness in a context of a growing beauty product brand in Indonesia. Using a quantitative approach and in context of Loreca’s brand, this study measured the role of influencer marketing and the beauty community on brand awareness. The brand equity and brand management theory has been used as the theoretical framework, where further influencer marketing and brand community were considered as the antecedents. This method was implemented using a structured questionnaire addressed to the brand community Loreca Babes, with total population of 385 people and 197 respondents. The data were further analyzed with PLS-SEM using SmartPLS 4.0 software. The research results conclude that influencer marketing and brand community have positively and significantly affect brand awareness, in which influencer marketing exhibits a stronger effect (0.558) compared to brand community (0.276). Based on this finding, it is suggested that Loreca shall evaluate its brand community strategy and enhance its use of influencer marketing. This study provides insight into the importance of influencer marketing and brand community in increasing brand awareness.

This study aims to determine the role of women with managerial positions in medical clinics and the ways in which they can enhance the performance of their partnerships to optimize business opportunities within the healthcare services sector of Indonesia. The study identified two key challenges: complex requirements from corporate partners and limited partnership capabilities of female employees. The study used entrepreneurial marketing theory as a framework to identify the key factors that can improve partnership performance by strengthening the capabilities of women in these roles. The study gathered data from 113 health clinics in Java, Indonesia, where female managers were responsible for marketing, partnerships, and director roles. The data were analyzed using structural equation modeling. The results reveal a positive impact of intrapreneurship and partnership capabilities on partnership performance. It is noteworthy that relationship quality exerts no influence on partnership performance. Furthermore, relationship quality does not function as a mediating variable for intrapreneurship capability or partnership capability on partnership performance. The healthcare services ecosystem attenuates the relationship between relationship quality and partnership performance. Additionally, the prevalence of medical clinics with female managers in the healthcare services ecosystem significantly affects partnership performance in the Java region, Indonesia.