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Abstract

In an increasingly competitive and socially conscious marketplace, Diversity, Equity, and Inclusion (DEI) initiatives are emerging as powerful strategic tools for brand differentiation and consumer engagement. This study investigates the influence of DEI-driven marketing strategies on brand image and brand connection, and their subsequent impact on brand loyalty, with brand love examined as a moderating variable within the beauty industry. Employing a quantitative, explanatory research design, data were collected from 250 respondents using purposive sampling and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that DEI significantly enhances both brand image and brand connection. While brand image does not directly affect brand loyalty, brand connection shows a strong and significant positive influence. However, the moderating role of brand love in strengthening the relationship between brand image or connection and loyalty was statistically insignificant, suggesting its variable effect across consumer segments. The study contributes to the literature by mapping a cognitive emotional pathway from DEI initiatives to brand loyalty, offering novel insights into how inclusive marketing practices shape consumer-brand relationships in the context of the Indonesian beauty sector. Furthermore, this research advances Sustainable Development Goal 10 (Reduced Inequalities) by demonstrating how DEI-centered branding fosters equitable engagement and inclusion across diverse consumer groups. Practical implications underscore the need for brands to develop personalized strategies that translate inclusive values into sustained consumer commitment.

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