The Influence of Korean Celebrity as Brand Ambassador for Indonesian Skincare on Consumer Purchasing Intention

Companies in the beauty sector employ a variety of strategies to draw clients and achieve competitive edge. In Indonesia, there has been phenomenon several notable local skincare brands using Korean celebrities as their brand ambassador gaining lot attention. The goal research was investigate how Indonesian images are impacted by ambassadors it affects consumer purchasing intention. This report ought serve reference for businesses looking maximize endorsements through smart branding. Quantitative method used customers were surveyed. Purchase intention, ambassadors, image utilized independent dependent variables, employed main data sources. research's findings have revealed that could an 80.7% effect on consumers' propensity buy, perceived impact 24.5% willingness consumers overall 23.4% when serving brand. Having these promote companies will boost sales significantly purchase Given study's small sample size fact majority participants female adolescents young adults, this result may be difficult understand. Future studies should include more samples wider range gender vocations. results study make abundantly evident who represent major customers' intentions purchases perceptions advocate regional enterprises increase spending influence motivation purchase.