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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar Gelanggang Olahraga: Jurnal Pendidikan Jasmani dan Olahraga (JPJO) SEIKO : Journal of Management & Business Jurnal AbdiMU Asean Journal of Sport for Development and Peace Causa: Jurnal Hukum dan Kewarganegaraan JER ACTIVE: Journal of Physical Education, Sport, Health and Recreation
Gilang Permana
Prodi Statistika Jurusan Matematika FMIPA Universitas Brawijaya
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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The Influence of Brand Ambassadors and Brand Awareness on Interest in Buying Azarine Sunscreen Products in Surabaya Permana, Gilang; Supriyono; Hariyana, Nanik
Jurnal Economic Resource Vol. 8 No. 2 (2025): September - February
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i2.1582

Abstract

The competition in the local beauty industry continues to grow, driven by skincare trends—especially sunscreen—and the influence of Korean culture in Indonesia. As a local brand, Azarine uses marketing strategies by appointing Korean celebrity Lee Min Ho as a brand ambassador and enhancing brand awareness to strengthen consumer recognition and increase purchase intention. This study aims to analyze the influence of brand ambassador and brand awareness on the purchase intention of Azarine sunscreen in Surabaya. Using a quantitative approach with purposive sampling, data were collected from 108 respondents through an online questionnaire and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) via SmartPLS. The results show that brand ambassador and brand awareness have a positive and significant effect on purchase intention, indicating that the use of public figures and strong brand awareness are key to attracting consumer interest.
Co-Authors Adi Indradi Wazdi Akmila, Dyna Alwan, Arif Aman, Mohd Salleh Amir Amir Baharuddin, Syaipul Hari Cantika, Ghina carsiwan, carsiwan Dr. Tite Juliantine,M.Pd Dwi Winarni Eko Hariyanto Ganiadi, Mochamad Mustaqim, Maulana Najmudin, Deden Nanik Hariyana Nisrina, Amelia Dea Putri, Renny Anggraeni Satrio, Shandy Shahudin, Nurul Nadiah sitorus, arman Sitorus, Arman Mangaratua SUPRIYONO Yulianto, Ari Gana