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Journal : JER

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 -, miftahul huda Agam Syahreza Putra Ainaya, Aisyi Akbar Bintang Permana Al Ghifari, Rifqi Putra Aldien Ramadhan Alfiandi Imam Mawardi Andini Novianti Anggraini, Dea Agita ANIKAWATI, Vika Anugrah Bayu Santoso Aqilah Mahda Az Zuhra Ardham Hardi Saputra Ardyanfitri, Helmina Arifiana Nur Hanifah Arrosi, M. Masykur Asrorun Niam Astriana, Mitha Bagus Wahyu Tri Pambudi Bintang Ulul Albab Boru Manihuruk, Olivia Margareta Purnama Juwita Cinta Lasya Danendra Alvyn Danendra Alvyn Anshari Deffiani Aktaviani Putri Dessy Anggelina Tiarakasih Dewi Deniaty Sholihah Dienni Ruhjatini Sholihah Dienni Ruhjatini Sholihah Diva Dhotin Fajriyah Efendi Efendi Eko, Andriansyah Wahyu Elsa Nabella Emiliana Nisa Syahniar Erlang Virdiansyah Fadhil, Moh. Nauval Fatikah, Cindi Fatmah Rahmawati, Olga FATMAWATI, Vindi Atika Fauzi, Indra Nur Ferdy Setiyawan Fitaningrum, Yuniar Nur Fithriyani, Aufi Jazilah Fitri Wulandari Fortuna Sukiran Putri, Evi G. Oka Warmana G. Oka Warmana Gilang Permana Hadi Raharjo, Raden Johnny Haryanto, Albertus Eka Putra Hayyina Rahma Hendra Syahputra Hery Pudjoprastyono Ida Ayu Putu Sri Widnyani Idris, Mukandar Ilham Naufal Imani, Najwa Maulida Rizqi Indra Gunawan Iqbal Hanif, Mohammad Naja Ircha Olifia Ismiatul Ilmiah Izaak, Wilma Codelia Izaak, Wilma Cordelia Izaak, Wilma Cordelia Karima Sahranafa Kevin Vansa Ernanda2 Khansa , Ghaitsa Kamilia Krido Eko cahyono Kurnia, Muhammad Reiby Tirta Kurratul Aini, Kurratul Lingga Nurwidyasari Lita Permata Sari Lita Permata Sari Mafaza, Moch. Shodikin Mahendra Alfatoni Hadinata Mandasari, Virginia Mawardi, Alfiandi Imam Mikhael Agustinus Muhammad Irham Adhitya Muhammad Ricky Setiawan MUHAMMAD TAHAJJUDI GHIFARY Nabilah Amani SALSABILA Nanda Nova Nur Diana Naufal, Ilham Nevari, Shintya Rizky Nur Fauzi, Indra Nurjanti Takarini Nurkholish Majid Nuruni Ika K.W Nuruni Ika Kusuma WARDANI Nuruni Ika KW Nurwidyasari, Lingga OKTAVIANA, EVA Pahleivi, Arya Duta Reza Parawansa, Kofifah Mega Puspita Sari, Magdalena Dini Wahyu Putri Indah Rachmawati Qoriroh Putri Amelinda Qurrotul Aini Rasyid, Fadilah Raden Johnny Hadi Raharjo Raden Johnny Hadi Raharjo Ramadhan, Muhammad Rizky Awwalul Ramadhani, Moh. Nailur Rizqi Rendy Brahmastra, I Bagus Rifqi Putra Al Ghifari Rr. Rachmalia Nadia Rizqina Rusmansyah, Robi Ganda Novianto Sahranafa, Karima Salma Dea Nabilla Santoso, Fidelio Bintang Saputra, David Sari, Ajeng Dea Novita Sari, Rini Kartika Sholihah, Dienni R. Siti Aminah Siti Aminah Suhadi Putra, Syahril Genandra SUPRIYONO Supriyono Supriyono Syarifah, Hidayatus Tarigan, Muhammad Audric Eugene Tri Palupi Robustin, Tri Palupi Ulum, Libasul Virdiansyah, Erlang Virginia Mandasari Wilma Cordelia Izaak Wiwik Handayani YULIANI, Handita Rizki Zanetty, Ivo Firmancini