The Influence The Influence Of Brand Ambassador Jennifer Coppen And Influencer Marketing On The Purchase Decision Of Facetology Skincare Products In Gen Z Consumers

Vivi Puspitasari Wamer; Fedianty Augustinah; Andry Herawati; Sarwani

doi:10.63922/ijevss.v4i03.2200

Vivi Puspitasari Wamer Universitas Dr. Soetomo Surabaya
Fedianty Augustinah universitas Dr. Soetomo Surabaya
Andry Herawati universitas Dr. Soetomo Surabaya
Sarwani universitas Dr. Soetomo Surabaya

DOI: https://doi.org/10.63922/ijevss.v4i03.2200

Keywords: brand ambassador, influencer marketing, purchase decision, gen z, skincare, facetology, digital marketing

Abstract

The main focus of this study is directed to uncover the understanding of the influence of Brand Ambassador Jennifer Coppen and Influencer Marketing on the Purchase Decision of Facetology skincare products in Generation Z consumers. user. This research was carried out using a quantitative pattern based on descriptive tendencies and oriented towards cause-effect relationships. A sample of 96 respondents from Gen Z was obtained through non-probability sampling techniques and collected through an online questionnaire. Testing of the validity and internal stability of the instrument was carried out, then the results obtained were used as the basis for multiple linear regression exploration using the SPSS vehicle. The results of the data exploration imply that the Brand Ambassador and Influencer Marketing variables make a significant positive contribution to the formulation of purchase decisions, both individually and simultaneously. The determination coefficient (R²) recorded at 0.710 indicates that 71% of the dynamics of purchasing decisions can be reconstructed from the fluctuations of the two independent variables. Between the two, Influencer Marketing occupies the dominant position in terms of influence. These findings reaffirm the relevance of a planned, segmentation-based digital promotion strategy to reach Gen Z—a generation known for being responsive to technological innovation as well as social media-based content consumption.

References

Arthur A. Thompson, M. A. (2016). Crafting and Executing Strategy: The Quest for Competitive Advantage, Concepts and Readings. McGraw-Hill Education.
Augustinah, F., Herawati, A., Oktaviana, S., Listyawati, L., & Sri, D. (2024). The Use of Video Content on the Tiktok Platform as a Digital Promotion Medium to Increase Sales Volume for Msmes in Surabaya City. 8(11), 248–268.
Bakhar, T. A. N., Anggraeni, P. P. P., Rosyidah, M., & Putri, A. A. Y. (2023). The Effectiveness of Drip Bag Coffee as an Innovation in the Coffee Industry. Journal of Business Management Review, 4(1), 1–10.
Bernando, R. (2021). Pengaruh BTS dan BLACKPINK sebagai Brand Ambassador terhadap Brand Image Tokopedia. Universitas Multimedia Nusantara.
Deiss, R., & Henneberry, R. (2017). Digital Marketing for Dummies, 1st ed. John Wiley & Sons.
Gelati, N., & Verplancke, J. (2022). The Effect of Influencer Marketing on the Buying Behavior of Young Consumers. Linkoping University.
Kotler, P., & Keller, K. L. (2016). Marketing Management. In Journal of Marketing (15th ed., Vol. 37, Issue 1). Pearson Education Limited.
Lengkawati, A. S., & Saputra, T. Q. (2021). Pengaruh Influencer Marketing Terhadap Keputusan Pembelian (Studi Pada Elzatta Hijab Garut). Prismakom, 18(1), 33–38. https://doi.org/10.30811/ekonis.v24i2.3787
Listyawati, L., Herawati, A., & Sintya, F. D. (2024). The Influence of Sales Promotion and E-Service Quality on Shopeefood Users ’ Purchasing Decisions on Dr . Soetomo University Surabaya Students. International Journal of Multicultural and Multireligious Understanding, 262–279.
Muhammad Ikhsan Putra, Suharyono, & Yusri Abdillah. (2014). Pengaruh Brand Ambassador Terhadap Brand Image Serta Dampaknya Terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis, 12(1), 1–10.
Rossanty, Y., Nasution, M. D. T. P., & Ario, F. (2018). Consumer Behaviour in Era Millennial. Lembaga Penelitian dan Penulisan Ilmiah AQLI.
Rosyadi, A. (2021). Peran Brand Ambassador Terhadap Minat Beli Melalui Brand Awareness. Jurnal Manajemen Dan Bisnis Performa, 18(3).
Smuda, C. (2018). nfluencer Marketing. A Measurement Instrument to determine the Credibility of Influencers: Revealing the Effect of specific Factors on Consumers’ Product Preferences and Buying Decisions. GRIN Verlag.
Sugiyono. (2019). METODE PENELITIAN KUANTITATIF KUALITATIF DAN R&D (Ed. II, ce). ALFABETA.
Tjiptono, F. (2015). Strategi Pemasaran Edisi 4. Penerbit Andi.