The influence of brand ambassador and brand image on skincare products on purchase interest
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Jun 29, 2023
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Abstract
One way to increase consumer buying interest is to use brand ambassadors and increase product brand image. This study aims to determine the effect of brand ambassadors and brand image on the intention to buy Something products in Jombang Regency. Researchers used descriptive quantitative research methods involving respondents in filling out the questionnaire. The data collection technique uses a survey method with a questionnaire technique that is distributed directly to prospective consumers of Something's products. The sampling technique uses a non-probability sampling technique with a purposive sampling type with a total sample of 100 respondents. Data analysis technique using multiple linear regression analysis. The results of this study indicate that brand ambassadors have a positive and significant effect on consumer buying interest. That is, the higher the popularity of the brand ambassador used, the higher consumer buying interest tends to be. In addition, a significant influence was also found between brand image and consumer buying interest in Something products. A good brand image has the potential to influence consumers to make purchases. Thus, this study concludes that brand ambassadors and good image play an important role in increasing buying interest in Something products in Jombang Regency
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How to Cite
Kurniawan, I., & Bidari, L. N. (2023). The influence of brand ambassador and brand image on skincare products on purchase interest. Enrichment : Journal of Management, 13(2), 1390-1403. https://doi.org/10.35335/enrichment.v13i2.1414
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Andira, N. P., & Prasetyo, R. A. (2023). The Impact of E-commerce Tactics Using K-Pop Idol on Brand Awareness, Hedonic Shopping Motivation towards Purchase Intention among K-Pop Fans. International Journal of Social Service and Research, 3(4), 956–963.
Andonova, Y., Anaza, N. A., & Bennett, D. H. S. (2021). Riding the subscription box wave: Understanding the landscape, challenges, and critical success factors of the subscription box industry. Business Horizons, 64(5), 631–646.
Arikunto, S. (2019). Prosedur penelitian suatu pendekatan praktik.
Azizan, N. S., & Yusr, M. M. (2019). The influence of customer satisfaction, brand trust, and brand image towards customer loyalty. International Journal of Entrepreneurship, 2(7), 93–108.
Bhandari, M., & Rodgers, S. (2018). What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions. International Journal of Advertising, 37(1), 125–141.
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148.
Bloomfield, J., & Fisher, M. J. (2019). Quantitative research design. Journal of the Australasian Rehabilitation Nurses Association, 22(2), 27–30.
Burbules, N. C., Fan, G., & Repp, P. (2020). Five trends of education and technology in a sustainable future. Geography and Sustainability, 1(2), 93–97.
Busetto, L., Wick, W., & Gumbinger, C. (2020). How to use and assess qualitative research methods. Neurological Research and Practice, 2, 1–10.
Chang, Y., Li, Y., Yan, J., & Kumar, V. (2019). Getting more likes: The impact of narrative person and brand image on customer–brand interactions. Journal of the Academy of Marketing Science, 47, 1027–1045.
Cheung, M. L., Pires, G. D., & Rosenberger III, P. J. (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. International Journal of Economics and Business Research, 17(3), 243–261.
Erlangga, H., & Erlangga, H. (2021). Did brand perceived quality, image product and place convenience influence customer loyalty through unique value proposition? Journal of Contemporary Issues in Business and Government, 27(1), 2854–2867.
Faza, L. A., Agustini, P. M., Maesaroh, S., Purnomo, A. C., & Nabila, E. A. (2022). Motives for purchase of skin care product users (phenomenology study on women in dki jakarta). ADI Journal on Recent Innovation, 3(2), 139–152.
Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business & Management, 7(1), 1787733.
Jackson, G. (2019). Pain and prejudice: a call to arms for women and their bodies. Hachette UK.
Jung, S. E., & Won, E. (2018). Systematic review of research trends in robotics education for young children. Sustainability, 10(4), 905.
Koetz, C. (2019). Managing the customer experience: a beauty retailer deploys all tactics. Journal of Business Strategy, 40(1), 10–17.
Kuncoro, W., & Windyasari, H. A. (2021). Consumer Purchasing Decision Improvement Model through Brand Image, Religiosity, Brand Ambassador and Brand Awareness. International Business Research, 14(8), 1–42.
Lestari, I., Manullang, M., Butar-Butar, R. S., & Daulay, Z. R. (2021). The Effect Of Brand Ambasador and Prices on The Purchase Decision Of Android Hand Phone Through Interest In Buying Consumers In Medan City. International Journal of Science, Technology & Management, 2(4), 1321–1326.
Morgan, K. P. (2020). Women and the knife: Cosmetic surgery and the colonization of women’s bodies. In Women, Medicine, Ethics and the Law (pp. 343–371). Routledge.
Phipps, S. T. A., & Prieto, L. C. (2018). The business of black beauty: social entrepreneurship or social injustice? Journal of Management History, 24(1), 37–56.
Rahmawati, C. H. T., Kunda, H. S., & Kristia, K. (2022). PRICE PERCEPTION, PRODUCT QUALITY, BRAND AMBASSADORS, AND CONSUMER LOYALTY: THE MEDIATION OF CONSUMER SATISFACTION IN SCARLETT COSMETICS. Jurnal Manajemen, 12(2), 242–256.
Ramadhanti, S., & Usman, O. (2021). Influence of Brand Ambassador BTS, Brand Image, and Product Quality on Tokopedia E-Commerce Purchase Decision.
Rosalina, S. S., & Ngantung, C. V. (2022). The Influence of Kpop Idol Brand Ambassador Dimension on Purchasing Decisions Through Purchase intention as an Intervening Variable on Tokopedia. Wacana Journal of Social and Humanity Studies, 25(2).
Sugiyono. (2017). Metode Penelitian Bisnis. Alfabeta.
Thehawijaya, J. A., & Susilo, D. (2023). Sales promotion message appeal and brand ambassador effects toward tokopedia’s purchase intention. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 2(2), 475–484.
Timpal, R. S., Massie, J., & Pandowo, M. (2022). The Role of Brand Ambassadors on Consumer Purchase Decision on Tokopedia Marketplace. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 652–659.
Wang, X., Tajvidi, M., Lin, X., & Hajli, N. (2020). Towards an ethical and trustworthy social commerce community for brand value co-creation: A trust-commitment perspective. Journal of Business Ethics, 167, 137–152.
Weisz, J. R., Kuppens, S., Ng, M. Y., Vaughn-Coaxum, R. A., Ugueto, A. M., Eckshtain, D., & Corteselli, K. A. (2019). Are psychotherapies for young people growing stronger? Tracking trends over time for youth anxiety, depression, attention-deficit/hyperactivity disorder, and conduct problems. Perspectives on Psychological Science, 14(2), 216–237.