THE INFLUENCE OF KOREAN BRAND AMBASSADOR TOWARDS INDONESIAN SKINCARE BRAND PURCHASE INTENTION

• Main Author: Hasna Shabiya, Nadiefa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72725
• Institution: Institut Teknologi Bandung

Numerous businesses across a variety of industries, notably the skincare sector in Indonesia, have used brand ambassadors extensively. Brand ambassadors assist companies in spreading awareness among consumers, building the brand's reputation, and potentially influencing consumers' choices about their purchases. In the past few years, Korean prominent figures have joined the list of brand ambassadors used by Indonesian skincare companies. Due to the popularity of Korea's cutting-edge and creative skin care products, which have elevated the Korean people to cultural icons thanks to their flawless and radiant skin, the long-running Korean wave in Indonesia has provided marketing chances for Indonesian businesses, particularly skincare brands. However, there has been considerable debate regarding the lack of suitability of having a Korean brand ambassador for Indonesian skincare brands that serve Indonesian citizens as their consumers due to the disparity in their respective standards of beauty. Although consumers are aware that this marketing strategy is profitable because to the Korean wave, they are also disappointed in its lack of relevance. Therefore, this study examined the Korean wave and brand ambassadors' qualities of trustworthiness, attractiveness, visibility, power, and match-up on this subject in order to determine the affects of Korean ambassadors towards Indonesian skincare brand purchase intention. The study is carried out quantitatively with 209 respondents who are the primary target market for Indonesian skincare companies, and the results are estimated using PLS-SEM. The findings show that Korean wave has a substantial impact on purchase intention whereas none of the brand ambassadors' qualities had any meaningful impact. Additionally, only attractiveness and power have a substantial impact on brand image and only trustworthiness and power have a significant impact on brand awareness, whereas Korean wave has a big impact on both brand image and brand awareness. The results of this study ought to assist Indonesian skincare companies build and optimize their brand ambassador strategies.