THE INFLUENCE OF K-POP ARTIST AS BRAND AMBASSADOR ON AFFECTING PURCHASING DECISION AND BRAND LOYALTY (A STUDY OF SCARLETT WHITENING’S CONSUMERS IN INDONESIA)

• Main Author: Pardede, Bonita
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74640
• Institution: Institut Teknologi Bandung

The development of the era has made many developments in how a brand promotes its product. One of the promotional strategies currently being used by many brands in Indonesia is to take advantage of the K-Wave (Hallyu) phenomenon. Scarlett Whitening aims to seize this opportunity by enlisting one of the popular K-Pop girl groups, Twice, as their brand ambassador. The high cost for the collaboration certainly brings high expectations for Scarlett Whitening, including how the influence of the brand ambassadors they choose has on purchasing decisions and brand loyalty. Therefore, this research aims to identify how the dimensions (visibility, credibility, attractiveness, and power) of K-Pop Artist Twice influence the purchasing decision of Scarlett Whitening consumers, to identify how the dimensions of K-Pop Artist Twice influence the brand loyalty of Scarlett Whitening consumers, and to identify how customer satisfaction mediating the relationship between purchasing decisions and brand loyalty of Scarlett Whitening’s consumers. This research uses non-probability and purposive sampling, amounted to 200 respondents with an age range of 15-34 years from all genders who have used Scarlett Whitening products and know Twice as one of Scarlett Whitening's brand ambassadors. The data analysis techniques used are SEM PLS method with SMART-PLS 4 software and results that the "visibility” and “power” has a positive but insignificant effect on purchasing decisions, "credibility" and “attractiveness” has a positive and significant effect on purchasing decisions, the dimension of brand ambassador "visibility" has a positive and significant effect on brand loyalty, the "credibility", “attractiveness”, and “power” dimension of brand ambassadors has a positive but insignificant effect on brand, the purchasing decisions have a positive and significant influence on customer satisfaction, and lastly customer satisfaction also has a positive and significant influence on brand loyalty.