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Journal : Journal of Consumer Study and Applied Marketing

The Influence Of K-Pop Artists As Brand Ambassadors On Affecting Purchasing Decisions And Brand Loyalty (A Study of Skincare Products in Indonesia Consumers In Indonesia) Pardede, Bonita; Aprianingsih, Atik
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 1 (2023)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i1.35

Abstract

One of the current promotional strategies adopted by many brands in Indonesia is leveraging the K-Wave (Hallyu) phenomenon. A skincare manufacturer aims to capitalize on this opportunity by appointing the popular K-Pop girl group, Twice as their brand ambassador. The significant investment in this collaboration raises high expectations for skincare products, particularly regarding their chosen brand ambassadors' impact on purchasing decisions and brand loyalty. Hence, this research aims to examine the influence of various dimensions (visibility, credibility, attractiveness, and power) of K-Pop artist Twice on skincare product consumers' purchasing decisions and brand loyalty. Furthermore, the study aims to investigate the mediating role of customer satisfaction in the relationship between purchasing decisions and brand loyalty among cosmetics product consumers. This research employs a non-probability purposive sampling technique, with a sample size of 200 respondents aged between 15 and 34 years, encompassing all genders. The respondents must have prior experience using cosmetics products and be aware of Twice as one of the skincare brand ambassadors. The data analysis technique employed is the Structural Equation Modeling (SEM) Partial Least Squares (PLS) method. The findings indicate that the dimensions of "visibility" and "power" have a positive yet insignificant effect on purchasing decisions, while "credibility" and "attractiveness" exhibit a positive and significant impact on purchasing decisions. Additionally, the "visibility" dimension of the brand ambassador demonstrates a positive and significant influence on brand loyalty. However, the dimensions of "credibility," "attractiveness," and "power" of the brand ambassador show a positive but insignificant effect on brand loyalty. Furthermore, the results highlight the positive and significant influence of purchasing decisions on customer satisfaction, and customer satisfaction, in turn, has a positive and significant impact on brand loyalty.
Co-Authors Abdurrahman, Vidi Adhipradana Syafii, Ardiman Adiani, Widyoretno Agus Santoso Amalia, Rizkia Aminuddin, Rahmat Ridlo Anggawidjaja, Agus Hasan Pura Anggini, Devia Mahartika Anggun Siwi Murwati Ardicho Rahman Fatonny Art’sera Esti Widiyastuti Budiyono, Eric Angga Bustaman, Muhammad Khairil Chandra, William Alden Dalzi R. Danil, Dalzi R. Debby, Teresia Diva, Muhammad Fadel Eliandri Shintani Wulandari, Eliandri Shintani Fabilia, Safira Fadhil Ghalib Agam, Fadhil Ghalib Faishal Tanjung Maoludyo, Faishal Tanjung Fathia Rachmah, Amalia Febiya Anggayesti Handayani Gina Nurfitriani, Gina Hakim, An Nahl Akmal Harimukti Wandebori Hidayat, Malvin Ichsan Muhammad Nurjaman, Ichsan Muhammad Ida Farida Imran, Jovanska Arfianda Ira Fachira Kartika, Kristi Ka’bah, Indi Rafiyal Koconingrahayu, Dewi Wahyu Limawan, Alvin Nathanael Maharatie, Andhiny Puspa Mangngalle, Riska Indriyani Mohamad Toha Mustika Sufiati Purwanegara Nabila Syahputri, Nabila Nabilah Setiawan, Adelia Natawiria, Nikolas Dalle Bimo Noorfazia Indriani, Delvina Nurfatiasari, Safrani Nusantara, Bambang D.A. Pardede, Bonita Praditya Dwi Wicaksono, Praditya Dwi Pratiwi, Lintang Primadana, Ligasyah Arnanda Putri, Marsha Rachmanda Putri, Nadila Vedania Rachmanda Putri, Marsha Raden Roro Shafira Meisy Sudarsono Rahmandi*, Dwinan Ramadhany, Fitri Ramdani, Muhammad Abdilah Rasyida, Reyna Aszzura Renaldo Wijaya, Renaldo Reza Ashari Nasution Rima Elya Dasuki Sadri, Ilman Sahara, Shifa Hustima Salsabila, Regina Setiawan, Margareth Shubhi, Kannida Puspa Siara, Sabina Sihotang, Davy Andriansyah H Sofyan, Mahardhika Dwi Ananta Sunanta, Grace Rosaline Syafira Rachmat, Shifa Tarigan, Renalta Thalib, Karimah V. J. Wisnu Wardhono Virkar, Kaustubh Wahyu Apriyantopo Wahyudi, Setto Lintang Agung Wardhono, VJ Wisnu Wenty Gafrina Martin, Wenty Gafrina Wibowo, Annisha Ananda Putri Widyaputri, Naja Ghassani Widyasthana, G.N. Sandhy Yuliana, Putri Dewi