The power of brand ambassador Twice influences brand image and purchase intention on Scarlett Whitening beauty products

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Published: Apr 29, 2024
DOI: https://doi.org/10.46806/jep.v31i1.1133
Keywords:
brand ambassador, brand image, purchase intention

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Theodora Lady Rosari
Management Department, Kwik Kian Gie School of Business and Information Technology
Bilson Simamora
Institut Bisnis dan Informatika Kwik Kian Gie

Abstract

Previous studies have shown inconsistent results regarding brand ambassadors' influence on purchase intention. This study aims to determine the power of brand ambassadors in influencing brand image and purchase intention of beauty products. This research replicates Oktaviani and Zainurossalamia's (2021) model by differentiating the research context and using the concept of brand ambassadors, brand image, and purchase intention. With Scarlett Whitening's products in mind, the data were collected using questionnaires distributed through Google Forms to 151 respondents selected judgmentally from customers who ever bought and used Scarlett Whitening. Using Structural Equation Modeling (SEM) to analyze the data with the help of WarpPLS 8.0, the study found that brand ambassadors' power positively influences brand image and purchase intention. The author suggests companies consider adding product variants for other skin types. Future researchers can add or use different variables to enrich these research findings.

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How to Cite
Rosari, T. L. ., & Simamora, B. (2024). The power of brand ambassador Twice influences brand image and purchase intention on Scarlett Whitening beauty products. Jurnal Ekonomi Perusahaan, 31(1), 41–52. https://doi.org/10.46806/jep.v31i1.1133
Issue
Vol. 31 No. 1 (2024): March-August 2024
Section
Research Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Author Biography

Bilson Simamora, Institut Bisnis dan Informatika Kwik Kian Gie

 

Bilson Simamora is a professor of management science from the Management Department, Kwik Kian Gie School of Business and Information Technology, Jakarta. He earned a bachelor’s degree in agriculture from Bogor Agriculture Institute in 1990 and a master’s in marketing in 1994 from Prasetiya Mulya University. His doctoral degree in marketing was from the University of Indonesia in 2011. His research interests are in consumer behavior, strategic marketing, marketing research, and brand management. His works were published in the International Review of Management and Marketing, Journal of Educational, Health, and Community Psychology, ASEAN Marketing Journal, Humaniora, Marketing Science Letters, International Journal of Evaluation and Research in Education, Gadjah Mada International Journal of Business. He is a reviewer and editor in several scholarly journals and won the Best Reviewer Award from the Scopus-indexed Journal of Indonesia Economy and Business in 2023. He authorized and published dozen books in notable publishers, Gramedia Pustaka Utama, and hundreds of marketing and research materials on this website. Author’s contact detail: Kwik Kian Gie School of Business, Jl. Yos Sudarso Kavling 87 Sunter Podomoro, Jakarta, Indonesia, Phone: +62165307062, Fax.: +62165306967, Email address:  bilson.simamora@kwikkiangie.ac.id.  

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