THE CUSTOMER PERSPECTIVE OF KOREAN CELEBRITY AS BRAND AMBASSADOR ON PURCHASE INTENTION OF INDONESIAN SKINCARE

• Main Author: Areeya Drupadi, Anindhita
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77299
• Institution: Institut Teknologi Bandung

In an effort to outcompete one another, businesses in the beauty sector use a range of efforts to attract customers. One of them is using the artist to represent a brand. Korean celebrities are a crucial asset for the brands they represent because of the immense influence they have, particularly on younger members of the millennial and Gen Z generations, who have recently been affected by the growth of South Korean culture around the world. In Indonesia, there has been a phenomenon of several notable Indonesian skincare brands using Korean celebrities as their brand ambassador and gaining a lot of attention. Previous studies have noted that the presence of the Korean Wave has a significant impact on Indonesian consumer purchase intention, the brand's image, and word-of-mouth marketing. The study intends to investigate how Indonesian young adults view Korean pop culture figures who serve as brand ambassadors for Indonesian skincare products. The primary objective of this study is to investigate the customer perspective of Korean celebrities on Indonesian skincare companies, the perspective of Korean celebrities on Indonesian young adults' intention to purchase skincare products, and how young adults in Indonesia perceive Korean pop culture icons acting as brand ambassadors for Indonesian skincare products. Finding the answers to these questions will help any brand looking for Korean celebrity endorsement to focus on the important elements. A survey was carried out and information was obtained from 100 Indonesian women and the data was processed by employing descriptive statistics. The analysis shows 87.2% of the survey's female participants understand the significance of brand ambassadors and that 80.2% of them believe that such endorsements help their brand awareness, the analysis's findings show that using these well-known celebrities effectively boosts brand exposure. In the perspective of 83.6% of respondents, brand ambassadors also have a very real impact on the overall brand image of Indonesian skincare businesses. When a Korean celebrity supports a product, 73.8% of consumers are more likely to buy it. Because of the endorsement, consumers are tempted to check out certain skincare products suggested by their favorite celebrities.