THE IMPACT OF BRAND AMBASSADOR CREDIBILITY TOWARDS SELF-BRAND CONNECTION AND BRAND EQUITY

• Main Author: Murnikartika Syah, Fiona
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78888
• Institution: Institut Teknologi Bandung

Hallyu or Korean wave is a Korean culture that is very popular particularly among young people. It is related to K-drama, K-pop music, fashion, food, and Beauty in Southeast Asia include Indonesia. Hence, The Hallyu made many companies use Korean celebrity to be their brand ambassador as one of strategies to attract consumers’ attention. In Beauty Industry, Innisfree is one of the brands that choose to rebrand and choose new brand ambassador as their strategies. February 2023, Innisfree choose Mingyu as their new brand ambassador, However, they are many negative comments towards the brand ambassador, netizens claim Mingyu does not convey the original image of Innisfree, which is the natural feeling of what makes people love Innisfree from the beginning. Therefore, this research is aims to identify the factors of brand ambassador could influence Self-Brand Connection and Innisfree Brand Equity and give recommendations that can be implemented to Innisfree in the future to choose right celebrities as their brand ambassador. The data were collected by online questionnaire using google form towards 215 by Innisfree user and quantitative data were analysed by descriptive statistics and PLS-SEM to evaluate the relationship between those factors. The findings of this research indicate the important of self-brand connection and indicating that the selection of a brand ambassador should be followed and support by marketing activities that can improve self-brand connection, hence increasing brand equity of Innisfree.