Abstract
Cosmetics industry growth development in Indonesia was improving up to 20 % or four times compared to national economy growth. The cosmetics industry was one of the leading sectors. Lots of cosmetic industry was using the public figure as their advertisement tool to affect the consumers. The selection of public figures as brand ambassadors to build brand image and brand awareness had the goal of affecting people in their purchase decision. The object in this research was Pantene shampoo. Data collection in the research was done with distributing surveys. The sample in this research was 100 respondents, using a purposing sampling method and using partial least square as a statistic processing tool. Based on the result and analysis, the brand ambassador that Pantene shampoo was using had a significant effect on brand awareness. Brand ambassador Pantene had a significant effect on brand image, brand awareness. Brand ambassador and brand image also had a significant effect on the consumer's purchase decision. This research was meant to contribute to selecting public figures as brand ambassador that was used by the company in producing Pantene shampoo had been suitable with the Surabaya’s people desire.
Highlights
Cosmetics industry growth in Indonesia in late 2018, which was marked by an increase in growth of 20 % or four times than national economic growth in 2017, had created a competition in the beauty industry
The brand ambassador has a significant effect on brand image tous les in Indonesia
Brand image has a significant effect on purchase decisions in tous lef in Indonesia [13]
Summary
Cosmetics industry growth in Indonesia in late 2018, which was marked by an increase in growth of 20 % or four times than national economic growth in 2017, had created a competition in the beauty industry. The company that can pull and dominate the market will make its position more superior to its competitor. The higher the brand image in the customer’s minds, the stronger the confidence of customers to stay loyal so that it can support the improvement of profit for the company. Product with high brand awareness can have a higher market share and quality evaluation. Product advertisements must have a strong attractiveness so it can affect the customer’s purchase decisions [1]. When consumers don not have experience with the product, they tend to believe a well-known brand This is the reason that pushes the company to strengthen its brand position to create a brand image and positive brand ambassador in the consumer’s mind because of the brand image. Consumers can recognize a product, evaluate quality, reducing purchase risk, and get experience and satisfaction from some product differentiation [5]
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