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Penelitian ini bertujuan untuk menganalisis pengaruh storytelling marketing terhadap purchase intention melalui brand experience dan brand engagement pada produk makeup Wardah di kalangan mahasiswa Kota Surabaya. Storytelling marketing menjadi strategi pemasaran yang digunakan untuk membangun hubungan emosional dan meningkatkan keterlibatan konsumen terhadap merek, khususnya dalam industri kosmetik yang kompetitif. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling yang melibatkan 180 mahasiswa aktif di perguruan tinggi Kota Surabaya yang pernah membeli atau menggunakan Wardah serta terpapar konten storytelling di media sosial. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan metode PLS-SEM dengan bantuan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa storytelling marketing tidak berpengaruh signifikan secara langsung terhadap purchase intention. Namun, storytelling marketing berpengaruh positif dan signifikan terhadap brand experience dan brand engagement, yang keduanya juga berpengaruh positif dan signifikan terhadap purchase intention. Brand engagement memediasi secara penuh pengaruh storytelling marketing terhadap purchase intention, serta brand experience juga memediasi hubungan tersebut.

Professional appearance is a very crucial aspect for an educator, especially in the context of vocational education such as State Vocational High Schools (SMKN), where educators act as role models for students. One element that can support professional appearance is knowledge in the field of make-up. The use of appropriate make-up not only reflects the level of professionalism, but can also increase self-confidence and reflect a good work ethic. This study aims to analyze the relationship between make-up knowledge and the professional appearance of educators at SMKN Padang City. The research method used is quantitative with a correlational approach. The sample in this study amounted to 53 female teachers from SMKN 06 and SMKN 07 Padang City who were selected using the proportional stratified random sampling technique. Data collection was carried out through observation, interviews, and questionnaires, then analyzed using a correlation test. The results of the study showed that there was a significant correlation between the level of make-up knowledge and the professional appearance of teachers. Educators who have good insight in the field of make-up generally show a more well-groomed appearance, are full of confidence, and reflect professional standards in the educational environment. Based on these findings, it can be concluded that increasing knowledge about make-up makes a positive contribution to the formation of a professional image of teachers in the SMKN environment.

This research is motivated because self-confidence in using skincare products recommended by celebrity endorsers is also an important factor in purchasing decisions. The purpose of this study was to analyze the influence of celebrity endorser Tasya Farasya and Instagram social commerce on the purchase decision of the Originote skincare moisturizer on female students of the FPP UNP Makeup and Beauty Education Study Program. This type of research is Ex post Facto with a quantitative research method approach. The population of this study were female students of the 2020, 2021, 2022 and 2023 Makeup and Beauty Education Study Program, namely 365 people. The type of sampling used in this study was non-probability with a purposive sampling technique with a total of 78 people. Data were collected through observation methods and research questionnaires. The preparation of the instrument was carried out by sorting the Likert scale. Data were analyzed by descriptive analysis, normality tests and hypothesis tests. The results of the study obtained 1) Instagram social commerce partially has a significant effect on Moisturizer Purchase Interest in Female Students of the FPP UNP Makeup and Beauty Study Program. 2) Celebrity endorser Tasya Farasya partially has a significant effect on the Moisturizer Purchase Interest of Female Students of the Makeup and Beauty Study Program, FPP UNP. 3) Celebrity Endorser Tasya Farasya and Social Commerce Instagram simultaneously influence the purchase decision of the Originote skincare moisturizer for female students of the Makeup and Beauty Education Study Program, FPP UNP. Suggestions to increase insight into the material in the lesson for students, in increasing knowledge and information about the influence of celebrity endorser Tasya Farasya Instagram social media on the purchase decision of the Originote skincare moisturizer for female students of the Makeup and Beauty Education Study Program, FPP UNP.

The background of this research is due to the phenomenon of students' lack of interest in participating in cosmetology student day activities after the COVID-19. This can be seen from the lack of enthusiasm of students during the learning process. This study aims to identify and describe the factors that influence students' interest in student day cosmetology activities after the COVID-19. This type of research is descriptive quantitative using survey methods. The population of this study was 25 students of class XI who participated in cosmetology student day activities. The sample selection used a census/total sampling technique where all members of the population were used as research samples. Data collection techniques using observation, interviews and questionnaires with the Likert Scale model. The results showed that students' interest in cosmetology student day activities after the COVID-19 was in the moderate category, which was 48%. The indicator with the highest percentage influencing students' interest in student day cosmetology activities after the COVID-19, namely the motivational indicator included in internal factors was in the moderate category at 60%. Meanwhile, school environment indicators which are included in external factors in influencing students' interest in participating in cosmetology student day activities after the COVID-19 pandemic are in the moderate category at 52%