VOlUME 04 ISSUE 07 JULY 2025
1Novita Rahmalia Putri, 2Helpris Estaswara, 3Mashadi Said
1,2,3Faculty of Communication Science, Universitas Pancasila, Jakarta, Indonesia
DOI : https://doi.org/10.58806/ijsshmr.2025.v4i7n09Google Scholar Download Pdf
ABSTRACT
The growing number of beauty products emerging in the market has intensified competition in the beauty industry. One of the promotional strategies employed to market these products is the use of NCT Dream as brand ambassadors for Somethinc, aiming to enhance brand image and consumer purchase intention. This study aims to examine the direct and indirect influence of NCT Dream as brand ambassadors through TikTok @Somethincofficial on brand image and consumer purchase intention. The concepts used in this study include brand ambassador, brand image, and purchase intention. A quantitative approach with an explanatory research design was employed. The unit of analysis comprises individuals who follow the TikTok account @Somethincofficial. The sampling technique applied was probability sampling using a systematic random sampling method, resulting in 400 respondents who completed a questionnaire distributed via Google Form. The data analysis technique used was path analysis through simple linear regression. The findings indicate that brand ambassadors have a significant influence on brand image, a significant influence on purchase intention, and that brand image also significantly affects purchase intention. The path analysis reveals that the direct effect of the brand ambassador on purchase intention is greater than the indirect effect mediated by brand image. Thus, the presence of brand ambassadors plays a key role in increasing consumer purchase intention.
KEYWORDS:Brand Ambassador, Brand Image, Purchase Intention, TikTok Marketing, NCT Dream
REFERENCES
1) Adawiyah, K. R. (2018). Pengaruh Brand Ambassador terhadap Brand Image serta Dampaknya terhadap Keputusan Pembelian (Survei pada Konsumen Nature Republic Aloe Vera 92% Shooting Gel di Kota Malang). Universitas Brawijaya, Malang
2) Adiningsih, R., & Yunani, A. (2023). Pengaruh Brand Ambassador Sehun Exo Terhadap Minat Beli Konsumen Melalui Brand image (Studi Kasus Brand Whitelab). Jurnal Manajemen dan Sains, 8(2). doi:10.33087/jmas.v8i2.1294
3) Alifah, N. (2022, September 22). Indonesia Jadi Negara Dengan fans K-POP Terbanyak di Dunia. Retrieved September 18, 2024, from GoodStats: https://goodstats.id/article/indonesia-masuk-peringkat-pertama-dengan-fans-k-pop-terbanyak-di-dunia-6w71d
4) Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. Thousand Oaks, CA: Sage publications.
5) Ferdinand, A. (2014). Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
6) Firmansyah, M. A. (2019). Pemasaran Produk dan Merek: Planning & Strategy. Surabaya: Qiara Media.
7) Geni, F. P. L., & Budiyanti, E. (2024). Potensi Pasar Industri Kecantikan Di Indonesia. Isu Sepekan Bidang Ekkuinbang, Komisi VII.
8) Investor.id. (2022, Oktober 12). Industri Kecantikan Tumbuh Pesat Berkat Platform Digital. Retrieved Maret 22, 2024, from Investor.id.Https://Investor.Id/Business/309488/ Industri-Kecantikan-Tumbuh-Pesat-Berkat-Platform-Digital.
9) Jin, D. Y. (2016). New Korean Wave: transnational cultural power in the age of social media. USA: University of Illinois Press. DOI: 10.5406/illinois/9780252039973.001.0001.
10) Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management Building, Measuring, and Managing Brand Equity Edisi Kelima. Pearson Education.
11) Kominfo. (2021, Januari 24). Angkatan Kerja Produktif. Retrieved Maret 22, 2024, from Kementerian Informasi dan Informatika: https://www.kominfo.go.id/content/ detail/33004/angkatan-kerja-produktif-melimpah/0/artikel.
12) Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
13) Lea-Greenwood, G. (2014). Fashion Marketing Communications. Somerset, NJ, USA: Wiley.
14) Molina, T. E., Foenay, C. C., Dhae, Y. K., & Bunga, M. (2023). Pengaruh Brand Ambassador Melalui Citra Merek Sebagai Variabel Intervening terhadap Minat Beli Handbody Citra pada Mahasiswa Undana Kota Kupang. Glory: Jurnal Ekonomi dan Ilmu Sosial, 4(2), 435-444. https://doi.org/10.35508/glory.v4i2.10474.
15) Nabilah, F., & Yunanto, S. (2024). Pengaruh Korean Wave Sebagai Diplomasi Budaya Korea Selatan Terhadap Peningkatan Industri Kosmetik Di Indonesia. Jurnal Hukum dan Sosial Politik, 2(1), 285-300. DOI: https://doi.org/ 10.59581/jhsp-widyakarya.v2i1.2571.
16) Nawiyah, Kaemong, R. C., ilham, M. A., & Muhammad, F. (2023). Penyebab Pengaruhnya Pertumbuhan Pasar Indonesia Terhadap Produk Skin Care Lokal Pada Tahun 2022. Armada: Jurnal Penelitian Multidisiplin, 1(12), 1390-1396.
17) Neuman, L. W. (2014). Basics of Social Research: Qualitative and Quantitative Approaches Third Edition. Edinburgh: Pearson Education Limited.
18) Oktaviani, B. R., & Estaswara, H. (2022). Pengaruh Electornic Word Of Mouth (eWOM) di Media Sosial Twitter @avoskinbeuaty Terhadap Keputusan Pembelian Avoskin. Jurnal Publish, 1(1), 10-24.
19) Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu. Bandung: CV Pustaka Setia.
20) Puspitasari, , N., Aphrodite, N., & Sulaeman, E. (2023). Pengaruh Promosi, Brand Ambassador, dan Korean Wave Terhadap Minat Beli Produk Somethinc. Warta Dharmawangsa, 17(1), 302-314. https://doi.org/10.46576/wdw.v17i1.2943.
21) Royan, F. M. (2005). Marketing Selebrities. Jakarta: PT Elex Media Komputindo.
22) Samosir, L., Putri, Y., & Nurfebiaraning, S. (2016). Pengaruh Penggunaan Brand Ambassador Dewi Sandra Terhadap Putusan Pembelian Kosmetik Wardah di Kota Bandung. Jurnal Sosioteknologi, 15 (2), 233-240. https://doi.org/10.5614/sostek.itbj.2016.15.02.6.
23) Sarajwati, M. K. A. (2020, September 30). Indonesia Fenomena Korean Wave di Indonesia – Environmental Geography Student Association. Retrieved September 18, 2024, from EgsaUGM: https://egsa.geo.ugm.ac.id/2020/09/30/fenomena-korean-wave-di-indonesia/
24) Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill Building Approach Seventh Edition. United Kingdom: John Wiley & Sons.
25) Sensus. (2021, Januari 21). Hasil Sensus Penduduk (SP2020) pada September 2020 mencatat jumlah penduduk sebesar 270,20 juta jiwa. Retrieved Maret 22, 2024, from Badan Pusat Statistik: https://www.bps.go.id/id/pressrelease/2021/01/21/1854/hasil-sensuspenduduk--sp2020--pada-september-2020-mencatat-jumlah-penduduk-sebesar-270-20-juta-jiwa-.html.
26) Shim, D. (2006). Hybridity and the Rise of Korean Popular Culture in Asia. Media, Culture and Society, 28, 25–44. https://doi. org/10.1177/0163443706059278
27) Siahaan, E. A., Agusman, Pangestuti, R , Shin, K. H., & Kim, S. K. (2022). Potential Cosmetic Active Ingredients Derived from Marine By-Products. Marine Drugs, 20(734), 1-26. https://doi.org/10.3390/md20120734.
28) “Siapa Owner Somethinc? Ini Profil dan Perjalanan Kariernya.” Idntimes. https://www.idntimes.com/business/economy/siapa-owner-somethinc-00-qftxr-yxh7pj.
29) Visser, D. (2002) ‘What Hip Asians Want: A Little Bit of Seoul; From Films to Fashion, Korean Pop Culture Becomes “Kim Chic” across Continent’, Washington Post 10 March (the Associated Press).
30) “Hybrid Makeup Trending, Pengguna Makeup Indonesia Pakai Kurang dari 5 Produk Makeup Setiap Hari” GoodStats, 24 Oktober 2024. https://goodstats.id/article/hybrid-makeup-ngetren-kebanyakan-pengguna-makeup-di-indonesia-memakai-kurang-dari-5-produk-makeup-setiap-harinya-a3ABA.
31) “Kosmetik dari industri minyak sawit berkelanjutan, bisakah jadi solusi?” BBC News Indonesia, 21 November 2019. https://www.bbc.com/indonesia/media-50499890.
32) “Pasar Kosmetik Indonesia Melesat 48 Persen, Peluang IKM Berinovasi,” Indonesia.go.id (2/8/2024). https://indonesia.go.id/kategori/editorial/8516/pasar-kosmetik-indonesia-melesat-48-persen-peluang-ikm-berinovasi?lang=1
VOlUME 04 ISSUE 07 JULY 2025
Indexed In
