Beauty expo participation and growth outcomes of local cosmetic SMEs in Indonesia

Abstract

Purpose: to analyze the impact of beauty expo participation on the growth of local cosmetic SMEs, focusing on sales growth, brand awareness, and market access expansion.

Method: this study employs a quantitative, explanatory research design. Data were collected from 30 local cosmetic SMEs in Medan city who had participated in beauty expos or similar promotional events, using a structured Likert-scale questionnaire. The data were analyzed using descriptive statistics to examine respondents’ perceptions of the relationship between event participation and SME growth, as measured by sales growth, brand awareness, and market access.

Findings: participation in beauty expos has a positive impact on the growth of local cosmetic SMEs in Medan city. These results suggest that beauty expo participation contributes to improved sales performance, increased brand recognition, and expanded business networks among local cosmetic SMEs.

Implications: participation in beauty expos is an effective marketing strategy for local cosmetic SMEs to enhance sales performance, strengthen brand awareness, and expand market access. The findings highlight the importance of integrating event marketing into SME growth strategies and provide practical insights for business owners and policymakers to support SME development through promotional events.

Originality: examining beauty expo participation as a driver of SME growth (sales, brand awareness, and market access) in local cosmetic SMEs in Medan city, an underexplored context in prior research.