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Journal : Bussman Journal : Indonesian Journal of Business and Management

PENGARUH BRAND AMBASSADOR KOREA DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN SKINCARE LOKAL DI INDONESIA Marsha, Deni; Yani, Muhammad; Aswan, Aswan
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 1 (2025): Bussman Journal | Januari - April 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i1.329

Abstract

This study examines the impact of Korean celebrities as brand ambassadors and product quality on consumer purchase intention for local skincare products in Indonesia. In the growing skincare industry, employing Korean celebrities as brand ambassadors has become an effective marketing strategy, contributing to increased brand appeal and influencing consumer purchasing decisions. The study adopts a quantitative approach with a survey design, involving 100 purposively selected respondents. Data were collected through an online questionnaire using a 5-point Likert scale and analyzed through multiple linear regression. The findings reveal that Korean celebrities as brand ambassadors have a significant effect on consumer purchase intention. Additionally, product quality is identified as a key determinant in influencing purchasing decisions. Collectively, the combination of effective brand ambassadors and high product quality creates a strong synergy in driving consumer purchase intention. These findings provide strategic insights for local companies to enhance their competitiveness in the increasingly saturated skincare market. The study also highlights the importance of integrating cultural elements into marketing strategies to establish emotional connections with consumers.
Co-Authors Abadina, Waode Abdul Kholik Abdul Pirol Adi, Tiomy Butsianto Agus Slamet Agus Tri Hascaryo, Agus Tri Aldri Frinaldi Anam, M. Khairul Anang Santoso Andawaty Anugrah, Aril Ardi, Ryan Dwi Wahyu Ardilah, Fatmawati Asmah Amir Asmaliah, Fifin Bahmid Bahri bahri Ciochon, Russell L. D. hartanto Dadang Hermawan Dahmul, Dahmul Darmawan, Taufik Djuliyanto, Erik Dwi Listyorini EKO YULIANTO Eva Yulia Puspaningrum Fauziah, Fenty Febrian, Muhammad Rully Firdaus Firdaus Fitra, Deni Fortuin, Anne Gatut Susanto Harun, Aziz Ilham Abu, Ilham Abu Ilham Ilham Imam Agus Basuki Imam Suyitno Jeri, Ahmat Jollis, Jollis karunia, Erick Lakum, Lakum Larick, Roy Louys, Julien M. Makbul Malik, Deni Marsha, Deni Maryunani, Khoiril Anwar Ma’mun Fikri, Ahmad Mihrani Mihrani MIKA RIZKI PUSPANINGRUM, MIKA RIZKI Muh. Irfandy Azis Muhammad Yani, Muhammad Najamuddin Najamuddin, Najamuddin Narti Narti, Narti Ningsih, Indah Widyah Nuny Sulistiany Idris Nur Anisa Nuraini Nuraini Nurhadi, Jatmika Nurhidayah, Efrilia Mahdilah Nursyamsiah, Nunung Oktavi, Nadia Silmi Pratiwi Putri, Dina Eki Prayoga, Hanna Arsyinta Price, Gilbert J. Purawijaya, Handrian Purawijaya, Handrian Rahman Purna Sulastya Putra, Purna Sulastya R. Triyono Rahman, Miftah Rahmawati, Rahmawati Restu Misrianti Rosita Rahma S Rijani S., Fathur Rahman Saafi, La Ode Safira, Nurul Safrin Salam Septriono Hari Nugroho Smith, Holly Sudarman Sudarman Suhardi Suhardi Sukri, Phil Sukri Sultan, Iqbal Syahri, Moch. Syams, Tengku Putri Azizah Tahir, Muhammad Sakti Titik Harsiati U. Setiyono Ummul Khair Utomo, Candra Hadi Vera Anitra Wibowo, Kenny Agusto Arie Widia, Ida Y. Riza Y. Rizal Y. Zaim Yahdi Zaim Yan Rizal, Yan Yudhicara Yudhicara Zainal Abidin Zonneveld, John-Paul Zumarni