Pengaruh Brand Ambassador dan Social Media Campaign Terhadap Purchase Intention Pengguna Produk Kosmetik Azarine Pada Generasi Z - Sovy Rahma Diffa; Apriatni Endang Prihatini; Hari Susanta Nugraha (Universitas Diponegoro, 2024)
Abstract: The care and beauty industry is experiencing rapid growth in Indonesia. This is proven by increasing competition. Sales of care and beauty products increased due to high public interest. Azarine, although present in this business, has not succeeded in competing perfectly. To overcome this challenge, Azarine needs to use the right marketing strategy. One way is by using brand ambassadors and social media campaigns, especially among generation Z in Indonesia. This research uses an explanatory research approach involving 200 respondents, using a non-probability sampling technique with a purposive sampling method. Data analysis was carried out using SPSS Statistics 25 software. The research results showed that brand ambassadors and social media campaigns partially had a positive effect on purchase intention. In this research, it was found that brand ambassadors and social media campaigns simultaneously had a positive and significant effect on purchase intention. Research recommendations emphasize the need for Azarine to consider selecting brand ambassadors and carefully designing social media campaign strategies to increase consumer awareness and purchase intention.Keywords: brand ambassador; social media campaign; purchase intentionAbstrak: Industri perawatan dan kecantikan mengalami pertumbuhan pesat di Indonesia. Hal ini dibuktikan oleh persaingan yang semakin meningkat. Penjualan produk perawatan dan kecantikan meningkat karena minat tinggi masyarakat. Azarine, meskipun hadir dalam bisnis ini, belum berhasil bersaing dengan sempurna. Untuk mengatasi tantangan ini, Azarine perlu menggunakan strategi pemasaran yang tepat. Salah satunya adalah dengan menggunakan brand ambassador dan social media campaign khususnya di kalangan generasi Z di Indonesia. Penelitian ini menggunakan pendekatan explanatory research dengan melibatkan 200 responden, menggunakan teknik pengambilan sampel non-probability dengan metode purposive sampling. Analisis data dilakukan menggunakan perangkat lunak SPSS Statistics 25. Hasil penelitian menunjukkan bahwa brand ambassador dan social media campaign secara parsial berpengaruh positif terhadap purchase intention. Pada penelitian ini ditemukan bahwa secara simultan brand ambassador dan social media campaign berpengaruh positif dan signifikan terhadap purchase intention. Rekomendasi penelitian menekankan perlunya Azarine mempertimbangkan pemilihan brand ambassador dan merancang strategi social media campaign dengan cermat guna meningkatkan kesadaran dan purchase intention konsumen.Kata Kunci: brand ambassador; social media campaign; purchase intention