Citation:

Gasela Nur Permana, Dr. Agus Maolana Hidayat, S.E, M.Si. "The Influence of Brand Ambassadors on Purchase Decisions and Brand Image as Intervening in Avoskin Products" International Research Journal of Economics and Management Studies, Vol. 3, No. 1, pp. 210-219, 2024.

Abstract:

The global expansion of the beauty industry has shaped the progress of the beauty sector in Indonesia. Recently, many Indonesian domestic brands have chosen to use K-pop artists as brand ambassadors to promote their products. The selection of K-pop artists as brand ambassadors raises various opinions regarding brand image and consumer purchasing decisions. The purpose of this study is to ascertain how brand ambassadors and brand perception impact decisions to buy Avoskin products. This study involved 400 Avoskin consumer respondents. This study's research type is quantitative and processed using SmartPLS 3.2.9. The study’s findings show that brand ambassadors have a major and positive impact on both brand image and purchase decisions. Brand ambassadors also positively influence purchasing choices, which are influenced by brand image.

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Keywords:

Brand Ambassador, Brand Image, Purchase Decision.