Pengaruh Brand Ambassador Terhadap Keputusan Pembelian Dimediasi Brand Image (Studi Pada Konsumen Whitelab

Abstract

This study examines the influence of Brand Ambassador on Purchase Decision mediated by Brand Image among Whitelab consumers. The rapid development of the local skincare industry has intensified competition, encouraging companies to adopt affective marketing strategies to build a strong Brand Image and influence consumer purchasing decisions. One widely used strategy is employing Brand Ambassadors, particularly public figures with high popularity and credibility. Whitelab utilizes Sehun of EXO as its Brand Ambassador to strengthen Brand Image and attract consumers. This research employs a quantitative explanatory approach to analyze the relationships among Brand Ambassador, Brand Image, and Purchase Decision. Data were collected from Whitelab consumers through an online questionnaire and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) with the assistance of SmarttPSL 4.1.1.5 The results indicate that Brand Ambassador does not have a significant direct effect on Purchase Decision. However, Brand Ambassador has a positive and significant effect on Brand Image, and Brand Image has a positive and significant effect on Purchase Decision. These findings demostrate that Brand Image plays an important mediating role in the relationship between Brand Ambassador and Purchase Decision. The study suggests that Whitelab should optimize the role of its Brand Ambassador as a to strategic effort to strengthen Brand Image, which in turn can encourage consumer purchase decisions and maintain competitiveness in the skincare industry.