THE INFLUENCE OF BRAND AMBASSADOR AND OTHER FACTORS ON PURCHASE DECISION FOR NATURE REPUBLIC IN INDONESIA

• Main Author: Rahmi Annisa, Tasya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61071
• Institution: Institut Teknologi Bandung

The Indonesian market for beauty and personal care products is a large and growing market with a lot of potential for exporters who want to market their products here. The increasing popularity of South Korean beauty products, or K-beauty, in the Indonesian market was one of the latest trends in the beauty business. A number of South Korean beauty brands began expanding their presence in Indonesia. The biggest challenge for imported beauty and personal care brands is to compete with the existing beauty businesses in Indonesia. The use of brand ambassador is very common in the beauty industry. Brand ambassador is one of trustworthy tools for businesses to encourage and influence customers to purchase the products and improving sales. There is also a relationship between brand ambassador and brand image on influencing customer purchase decision. Therefore, this study exploresthe effectiveness and role of brand ambassadors and brand image in influencing purchase decisions for beauty and personal care products in Indonesia, specifically for the Nature Republic brand. This research will employ a qualitative approach through semi-structured interviews and a quantitative approach through an online survey. Ten respondents between the ages of 17 and 30 were interviewed. They came from a variety of behavioral backgrounds. According to interview findings, there are additional factors that influence customers' decisions to purchase Nature Republic and other brands' beauty and personal care products. Several factors contribute to this, including sales promotion, electronic word of mouth, product quality, and price. The online survey, which took the form of a questionnaire, drew a total of 233 respondents who had made a purchase from Nature Republic in the past one year. Using the SmartPLS application, the data were analyzed using the PLS-SEM method. According to this study, brand ambassadors and brand image have an insignificant impact on customer purchase decisions in the case of Nature Republic in Indonesia. Meanwhile, other factors identified through the interview process, such as sales promotion, electronic word-of- mouth, product quality, and price, all have a significant impact on customer purchase decision on Nature Republic products. Nature Republic and marketers of beauty and personal care brands can use the findings from this study to enhance their marketing strategies in Indonesia, specifically by identifying the factors that significantly influence customer purchase decisions for beauty and personal care products.