Brand Ambassadors Research Articles

Pengaruh Kampanye Public Relations #Scientistganteng Terhadap Brand Awareness (Survei pada Followers Twitter @Whitelab_Id)

The #ScientistGanteng campaign is a public relations campaign created by the Whitelab brand which aims to introduce a new Brand Ambassador who is a Korean idol, model, and actor, Sehun EXO. In addition to introducing the Brand Ambassador, the campaign was also used as a means of launching a new product called A Dose+ Glowing Serum. The purpose of this study was to measure how much influence a public relations campaign has on Whitelab's local skincare brand awareness. The population in this study was conducted on Twitter followers @whitelab_id with a sample of 97 respondents. The theories used in this study are public relations campaign theory (cognitive, affective, and conative) and brand awareness theory (unaware of brand, brand recognitions, brand recall, and top of mind). This research uses a quantitative approach with a survey method. The result of this study is that there is a moderate influence between the #ScientistGanteng Campaign on Brand Awareness of Whitelab local skincare which has a value of 0.542 or 54.2%, which means that Brand Awareness is influenced by 54.2% of the Public Relations Campaign and the rest is influenced by other variables not included in the study.

Evaluating the Application of Using Korean Idols as Local Brand Ambassador Skincare Toward Consumer Satisfaction

Local skincare still uses the perfect-looking skin of celebrities such as Korean idols as brand ambassadors to promote their products. There are differences between the skin problems of Indonesians and Korean idols, so it may not meet consumers' expectations of the product. This mismatch can build a negative brand image due to consumer dissatisfaction as they may feel the product does not effectively meet their skincare needs. This study aims to determine consumers' perceptions and satisfaction with local skincare products. Qualitative methods, such as in-depth interviews, were used to collect data from 20 participants who were local skincare users, some of whom were K-pop fans. This approach allowed the researchers to dig deeper into the attitudes, opinions, and experiences of these consumers. The results of this study show that the advertising concept that consumers expect to show progress in the use of the product. Instead of focusing on using Korean idols as local brand ambassadors, brands should use more natural models, which can bring inclusion and diversity.

Impact of Flash Sale Promotions and Brand Ambassadors on E-commerce Purchasing Decisions: A Study of Indonesian Consumers

This study employs an explanatory research method to investigate the influence of Flash Sale Promotions and Brand Ambassadors on purchasing decisions in the context of e-commerce, focusing on Indonesian consumers. Data collected from 100 questionnaires distributed to users of e-commerce applications reveal that effective Flash Sale Promotions positively impact purchasing decisions, indicating that the quality of such promotions is directly correlated with higher purchase decisions within e-commerce applications. Additionally, the presence of compelling Brand Ambassadors is found to enhance purchasing decisions on the Shopee e-commerce application, with improved ambassador performance leading to increased purchasing decisions. These findings underscore the significance of strategic marketing approaches, such as Flash Sale Promotions and Brand Ambassador programs, in shaping consumer behavior in the e-commerce sector.
 Highlights:
 
 Flash Sale's Impact: Examining the influence of Flash Sale Promotions on e-commerce purchasing decisions.
 Brand Ambassador Effect: Investigating the role of Brand Ambassadors in shaping consumer behavior.
 Indonesian Market: Focusing on the specific context of Indonesian consumers in the e-commerce landscape.
 
 Keywords: E-commerce, Flash Sale, Brand Ambassadors, Purchasing Decisions, Indonesian Consumers

The Influence of Brand Ambassador and Advertising Appeal on A Skincare Product Purchase Decision

The purpose of this study was to determine how NCT Dream’s status as a brand ambassador and his or her promotional attractiveness influenced consumers’ purchasing choices. A quantitative, descriptive research design was adopted for this study. The data for this study came from the 385 respondents who answered questionnaires with certain criteria—living in Bandung, Indonesia, being aware of and buying items, and having watched advertising with the brand ambassador. The data were processed using a variety of linear regression analytic techniques. The results of several research demonstrate how advertising appeal and brand ambassadors greatly influence consumer purchase decisions. It has a big impact on consumers’ shopping decisions as a precursor and brand ambassador. Advertising appeal has a big impact on consumer choice.

Brand Awareness Wardah Cosmetics Users at ASN in Blitar Regency

This research aims to determine the influence of brand ambassadors on the brand equity of Wardah cosmetic products among ASN in Blitar district. The research data used was primary data taken by distributing questionnaires using a Likert scale to 87 respondents out of 105 respondents who met the criteria. The research method used is an associative quantitative method, the data obtained is analyzed using validity and reliability tests, normality tests, simple regression tests, hypothesis tests and coefficient of determination tests. The results of the research show that the use of brand ambassadors can have a positive influence on brand awareness of Wardah cosmetic products among Blitar district ASN. Wardah cosmetics brand ambassadors who are able to increase brand awareness are transference brand ambassadors

Pengaruh Healthy Lifestyle Dan Brand Ambassador Terhadap Keputusan Pembelian Dengan Niat Beli Sebagai Variabel Mediasi

This study examines the direct effect of healthy lifestyle and brand ambassadors on purchasing decisions with purchase intention as a mediating variable. Primary data was collected using the survey method by distributing questionnaires to respondents who know NCT Dream as a brand ambassador and have bought and consumed Lemonilo instant noodles. Questionnaires were collected as many as 160 respondents using purposive sampling method. Furthermore, the data is then processed by the method of path analysis, it shows that a healthy lifestyle has an effect on purchase intentions, but brand ambassadors have no effect on purchase intentions. Meanwhile, healthy lifestyle and brand ambassadors influence purchasing decisions. The results also show that a healthy lifestyle influences purchase decisions through purchase intention, but purchase intention does not become a mediating variable between brand ambassadors and purchase decisions. The results of this study are expected to provide input to Lemonilo companies to utilize marketing strategies to increase consumer purchase intentions, as well as offer various promotions that can increase purchasing decisions for Lemonilo instant noodles.

Pengaruh Iklan Produk Di Aplikasi, Promosi Penjualan, Brand Ambassador Shopee, Dan Kualitas Layanan Terhadap Minat Beli Di Marketplace Shopee

After the covid pandemic conditions, new habits and trends in society are slowly starting to change, one of which is the shift from offline to online shopping. Since the pandemic took place, people's offline purchasing power has decreased. Shops or shopping centers are empty of visitors and most prefer to shop online or online. In Indonesia, there are several marketplaces operating such as Shopee, Tokopedia, Bukalapak, Lazada and Bblibli. Shopee Indonesia is the Marketplace with the most visitors in the 4th quarter of 2022. With an average of 191.60 million visitors. So, currently Shopee is the most popular and visited Marketplace. As a company, Shopee uses various marketing channels to increase consumer buying interest. In this study, researchers analyzed the influence of advertising in the Shopee application, sales promotions, brand ambassadors, and service quality on consumer buying interest in the Shopee application. This quantitative study took data from 384 Shopee users who were analyzed using measurement model evaluation analysis which included validity and reliability tests, and structural model testing which included the Goodness of Fit Model and hypothesis testing. In the first stage of analysis, all variables are declared valid and reliable. Then in the second analysis stage, it shows that product advertisements in applications, sales promotions, brand ambassadors and service quality carried out by Shopee have an effect on consumer buying interest to shop on the Shopee application.

Pengaruh Brand Ambassador dan E-Wom terhadap Brand Image Pelembab Pond’s:

This study aims to investigate the impact of brand ambassadors and electronic word-of-mouth (E-WOM) on the brand image of Pond's moisturiser products. A descriptive and verification approach method was used in this study, which was combined with a quantitative approach. The questionnaire was directed to 347 respondents who are followers of the @pondsindonesia Instagram account. The results of the analysis show that the use of Brand Ambassadors and E-WOM has a positive impact on Pond's Brand Image. Furthermore, it was found that Brand Ambassadors have a more dominant influence in shaping consumers' positive perceptions of the brand. This research provides a deeper understanding of how the influence of marketing elements such as Brand Ambassadors and E-WOM can affect brand image on social media platforms.
 Keywords: Brand Ambassador; E-Wom; Brand Image

Nation branding and feminist diplomacy after crisis: France’s response to SEA allegations in Central African Republic

Abstract This article makes the case that gender and racial analyses of the constitutive interplay between nation branding and diplomacy advance understandings of how liberal states use feminist agendas in response to political crises. Adopting a feminist post-colonial approach and drawing on a discourse analysis of French diplomatic speeches made in the UN Security Council between July 2011 and January 2020, the article examines how male and female diplomats address France’s accountability failures when French peacekeepers sexually abused children in Central African Republic in 2014–15, widely known as the Sexual Exploitation and Abuse, or SEA crisis. Operating as embodied brand ambassadors, diplomats use affective and performative strategies to progress through the political crisis life cycle quickly and re-establish France’s ontological security. It is contended that while feminist foreign policy and feminist diplomacy serve as short-term solutions to reputational damage, France’s longer-term nation-branding project, which follows a masculine, white-supremacist neoliberal logic, stabilises the grand narrative of the middle power and its projected image as a legitimate strategic leader in global governance. Yet in attempting to control the narrative on the SEA crisis, French diplomats downplay the global crisis of accountability surrounding sexual exploitation and abuse and silence the personal crises of SEA survivors.

Customer Satisfaction Towards Patanjali Products

Ayurvedic products have a long and rich history, both globally and in India . The term "Ayurveda" is derived from the Sanskrit words "Ayur" (life) and "Veda" (knowledge), which collectively mean "Science of Life." Patanjali, a prominent player in India's fast-moving consumer goods (FMCG) sector. The primary study explores customer awareness, satisfaction, attitudes, and preferences related to renowned Ayurvedic products, with a specific focus on consumer perceptions of Patanjali products. This inquiry encompasses a comprehensive review of existing literature and identifies research gaps in this specific geographical location. The objectives of this endeavor include understanding brand perception, evaluating customer satisfaction, identifying influencing factors, profiling customer demographics, and comparing Patanjali with other Ayurvedic brands. The research adopts a descriptive research design, collecting primary and secondary data through surveys and questionnaires. The findings reveal a high level of awareness and satisfaction with Patanjali products, driven by factors such as reasonable pricing, health benefits, and trust in the brand. The study also identifies the key growth drivers for Patanjali, including increasing demand for natural and Ayurvedic products, brand ambassador influence, and a perception of authenticity. It was found that a weak positive relationship was observed between customer satisfaction and the preference to continue using Patanjali products. Customer satisfaction with various elements of Patanjali's offerings, including brand, pricing, and distribution, is examined. Recommendations for Patanjali include maintaining product quality, transparency in ingredient disclosure, expanding distribution, and enhancing product packaging. Through the study it determines the importance of quality, accessibility, and a strong brand identity in shaping consumer preferences in the Ayurvedic product market.

Keputusan Pembelian Ditinjau dari Brand Ambassador, Viral Marketing dan Brand Trust:

This study aims to ascertain the impact of brand ambassadors on consumer decisions. To ascertain how viral marketing influences consumers' purchase choices. To ascertain how purchasing decisions are impacted by brand trust. To assess the combined effects of viral marketing, brand trust, and brand ambassadors on purchasing choices. The research iis descriptive quantitative in nature. Consumers of azarine were the subject of this study in Surakarta. The sample size for this study is 100 respondents. Purposive sampling is the sampling method that is employed. data gathering through questionnaires. The data analysis methods employed are, F test, t test, multiple llinear regression test and the coefficient of determination. According to the study's findings, brand ambassadors in Surakarta have a strong beneficial influence on consumers' decisions to buy Azarine products. Viral marketing has a notable favorable impact on Azarine product purchases in Surakarta, at least in part. In Surakarta, brand trust has a substantial beneficial impact on consumers' decisions to buy Azarine products. Brand advocates, virall marketing, and brand trust all have a substantial beneficial iimpact on Surakarta consumers' decisions to buy Azarine products.
 Keywords: Brand Ambassador, Virall Marketing, Brand Trust, Purchase Decision

Purchase Decisions for Users of Scarlett Whitening Products Viewed from Brand Ambassador, Product Innovation, and Word of Mouth:

The purpose of this study is to understand how brand ambassadors, product innovation, and word-of-mouth influence how Scarlett Whitening is used in the Universitas Islam Batik Surakarta community of master's students. The methodology being used is a quantitative methodology. Around 1814 were surveyed, around 182 participated in the sample, and the sampling technique used purposive sampling. Utilized data include preliminary and secondary data obtained by observation, documentation, questionnaires, interviews, and literary studies. Data analysis techniques used in this study include the classic assumptions of normality, multicollinearity, and heteroskedasticity, regression line analysis, simultaneous and parsial analysis, and coefficient determination (R2). The findings of this study indicate that word of mouth advertising, product innovation, and brand ambassadorship have a positive and significant impact on customer perception.
 Keywords: Purchase Decision, Brand Ambassador, Product Innovation and Word Of Mouth

The Effect of Price Perception, Product Variations, and Brand Ambassador on Purchase Decisions of Aice Products in Gresik Regency

The development of science and technology changed various sectors, especially in the food and beverage sector. Using Aice as the research object at the Gresik Regency, this study sought to explain how perceived pricing, product diversity, and brand ambassadors affect shopping decisions. Purposive sampling and a quantitative strategy were both used in this study. The Gresik Regency’s Aice consumers made up the study’s sample population. Consumers who resided in Gresik Regency and were at least 18 years old made up the sample for this study. According to the criteria, 110 Aice customer respondents made up the sample for this study. All tests using the Smart PLS Application showed that all tests got scores above the required values, so the tests were declared reliable. The study’s findings demonstrated that pricing perceptions significantly influenced consumers’ decisions to buy. Purchase decisions were significantly influenced favorably by product variation. In a similar vein, the brand ambassador variable significantly improved decision-making.

Pengaruh Kecepatan Akses Dan Brand Ambassador Terhadap Impulse Buying Aplikasi Shopee Pada Mahasiswa UINSU

The following developments in new technology, especially e-commerce, have reached all areas of the general public and businesses in Indonesia where these developments affect existing market conditions resulting in customers having high impulse buying. Impulse buying is the decision to buy an item that is carried out quickly or spontaneously. The following study aims to know and analyze the Effect of Access Speed and Brand Ambassador on Impulse Buying of the Shopee Application to North Sumatra State Islamic University Students. The following research is quantitative research through the population, namely all students of the State Islamic University of North Sumatra. The sample in the following study amounted to 100 respondents through sample assessment techniques using the formula presented by Umar. The techniques used in the following study are descriptive statistical analysis and multiple linear regression. The results of research show that Speed of Access and Brand Ambassadors simultaneously have a positive and significant effect on the Impulse Buying of the Shopee application to students of the State Islamic University of North Sumatra. While partially, Access Speed has a positive and significant effect on the Impulse Buying of the Shopee application to students of the State Islamic University of North Sumatra, the Brand Ambassador has a positive and significant effect on the Impulse Buying of the Shopee application to students of the State Islamic University of North Sumatra.

Peran Brand Ambassador Twice Terhadap Minat Beli Produk Scarlett Whitening Di Banjarmasin

This study aims to test and analyze the role of Twice's brand ambassador on the buying interest of Scarlett Whitening products in Banjarmasin. This study used quantitative methods, with data analysis using simple linear regression, t-test, and determination coefficient test. The population in the study was all students of the Faculty of Economics, Class of 2019 UNISKA. The sampling technique uses purposive sampling with a sample of 87 respondents, with a questionnaire as a research instrument. The results showed that brand ambassadors had a significant effect on the interest in buying Scarlett Whitening products in Banjarmasin. This factor is caused by the attractiveness, popularity, and trust given by consumers to brand ambassadors, where the attractiveness and popularity possessed by the brand ambassador will greatly affect consumer buying interest.

The Influence of Korean Celebrity as Brand Ambassador for Indonesian Skincare on Consumer Purchasing Intention

Companies in the beauty sector employ a variety of strategies to draw clients and achieve a competitive edge. In Indonesia, there has been a phenomenon of several notable local skincare brands using Korean celebrities as their brand ambassador and gaining a lot of attention. The goal of the research was to investigate how Indonesian skincare brand images are impacted by Korean celebrities as brand ambassadors and how it affects Indonesian consumer purchasing intention. This report ought to serve as a reference for businesses looking to maximize endorsements through smart branding. Quantitative method was used and Indonesian customers were surveyed. Purchase intention, brand ambassadors, and brand image are utilized as the independent and dependent variables, and are employed as the main data sources. The research's findings have revealed that Korean celebrities could have an 80.7% brand image effect on Indonesian consumers' propensity to buy, a perceived brand image impact of 24.5% on the willingness of consumers to buy, and an overall image of a brand effect of 23.4% when serving as ambassadors of a brand. Having these celebrities promote Indonesian skincare companies will boost sales and significantly impact Indonesian consumers' purchase intention. Given the study's small sample size and the fact that the majority of the participants were female adolescents and young adults, this result may be difficult to understand. Future studies should include more samples and a wider range of gender and vocations. The results of this study make it abundantly evident that Korean celebrities who represent a brand have a major impact on Indonesian customers' intentions to make purchases and perceptions of that brand. Having Korean celebrities advocate regional skincare enterprises will increase spending by consumers and influence Indonesian consumers' motivation to make a purchase.

Pengaruh Brand Image Dan Brand Ambassador Terhadap Keputusan Pembelian Sabun Muka Garnier Pada Mahasiswa di Surabaya

The reason of this ponder was to discover out how brand picture and brand envoys impact the choice to buy Garnier facial cleanser for understudies in Surabaya. This investigate strategy is quantitative by taking a test of 110 respondents. The populace in this think about were understudies in Surabaya. Whereas the test in this ponder was taken by nonprobability testing strategy with accidental examining strategy. The test comprised of respondents who had acquired Garnier facial cleanser. The information utilized in this consider are essential information and auxiliary information. The investigation procedure utilized in this inquire about is (PLS) with legitimacy test, unwavering quality test and speculation test. The comes about of this think about demonstrate that brand picture incorporates a noteworthy (positive) impact on buy choice. Brand envoy has no noteworthy (positive) impact on acquiring choices.
 
 Keywords: Brand Image Brand Ambassador, Purchase Decision

Pengaruh Lifestyle Brand Ambassador Product Quality terhadap Purchase Decision Pada Produk Skincare Whitelab

In the era of progress in the field of knowledge and technology, industries in the world are experiencing developments. One of them is in the beauty industry. Currently skincare is so popular that it makes the beauty industry grow very rapidly. Skincare is one of the treatments carried out by teenagers to adults to maintain their appearance. With this phenomenon, there is industrial competition that spurs companies to mutually improve product quality, as well as the quality of their companies. The purpose of this study is to identify the influence of lifestyle, product quality, brand ambassadors on purchase decisions simultaneously or partially, then identify the dominant variables in influencing purchase decisions. The sample in this study amounted to 200 respondents with a minimum sample 150 respondents. Data collection technique using purposive sampling. Then the data is processed using multiple linear regression method using SPSS. Based on the test results, it is known that lifestyle, brand ambassador, product quality variables simultaneously and partially have a positive effect on purchase decisions. The product quality variable has a positive but not dominant effect on purchase decisions. Furthermore, the results show that the Lifestyle variable is the most dominant variable in influencing purchase decisions.

Pengaruh Brand Ambassador terhadap Minat Beli Produk Click di Kota Bandung

This study aims to find out how the influence of Brand Ambassadors on Purchase Intentions in the City of Bandung. This research method uses a descriptive quantitative research method. The population of this research is fans of NCT 127, namely nctzen in the city of Bandung. The sample chosen by the researcher was a non-probability sampling of 100 respondents and a questionnaire as a data collection tool with a Likert scale. The analysis technique used is validity test, reliability test, normality test, R2 analysis, and t test. The results of this study state that there is a significant influence from Brand ambassadors on Interest in Buying Click products in the city of Bandung which has a tcount of 14.623 which is greater than the ttable of 1.960. So that in the R2 analysis, the influence of the independent variable (X) brand ambassador on the dependent variable (Y) purchase intention is 68.8%, while there are other factors not examined by the authors in this study that affect 31.4%.

Masculinity Symbols on Skincare Everwhite Advertisement

The South Korean entertainment industry’s popularity and global reach have prompted private companies to place advertise their products to international viewers. South Korean celebrities have also been found to form positively perceived beauty standards, consequently serving as an antecedent of beauty product awareness and perceived beauty product quality among international audiences. This article aims to unveil how male identities are constructed in masculinity symbols displayed in skincare product ads. This research examines Everwhite skincare ads as Indonesian products with South Korean actors as brand ambassadors. Findings reveal that these ads still rely on stereotypical constructs and traditional discourses of what it takes to be a man. Implications for advertising attitudes towards masculinity were found to be beauty standards. For example, men are invited to consume grooming products but are reminded to do it the men’s way. Men are also reminded of their sexual power to seduce and attract women with the aid of the product.