Citation:

Muhamad Dede Soleh, Dahlia, Adri Wihananto. "The Effect of Korean Celebrity as Brand Ambassador and Social Media Marketing Instagram on the Purchasing Decision of Azarine Skincare" International Research Journal of Economics and Management Studies, Vol. 3, No. 10, pp. 84-93, 2024.

Abstract:

This research proposes to determine the effect of Korean Celebrity as a Brand Ambassador and Instagram Social Media Marketing on the Purchasing decision of Azarine Skincare. The sampling methods used in this research were purposive and accidental, and they were done by distributing questionnaires using Google Forms to 385 Azarine skincare users in Bogor City online or who met directly by chance. The analysis technique used is multiple linear regression analysis. According to the results of the partial test (t test), it is found that the Brand Ambassador and Social Media Marketing variables have a significant effect on the Purchasing decision of Azarine skincare. Then, the simultaneous test results (F test) show that the two independent variables (Brand Ambassador and Social Media Marketing) simultaneously have a significant effect on the dependent variable (Purchasing decision). Then, the results of the coefficient of determination can be concluded that the percentage of purchasing decisions for Azarine Skincare after being effectd by brand ambassadors and social media marketing is 34.7%, and 65.3% is determined by other variables not examined in this research.

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Keywords:

Brand Ambassador, Social Media Marketing, Purchasing Decision.