PENGARUH BRAND AMBASSADOR K-POP DAN CITRA MEREK LOKAL TERHADAP KEPUTUSAN PEMBELIAN SKINCARE MEREK WHITELAB DI INDONESIA

THE INFLUENCE OF K-POP BRAND AMBASSADORS AND LOCAL BRAND IMAGE ON DECISIONS TO PURCHASE WHITELAB BRAND SKINCARE IN INDONESIA

Komunikasi pemasaran menjadi bagian penting dari keputusan pembelian konsumen terhadap suatu merek. Perusahaan memilih brand ambassador atas dasar tujuan yang serupa yakni ingin membujuk dan mengundang konsumen serta masyarakat guna membeli produk yang ditawarkan. Berdiri di bulan Maret tahun 2020 lalu Whitelab merupakan skincare yang berhasil menduduki peringkat ke-lima dengan kategori skincare lokal terlaris di e-commerce. Citra merek merupakan sebuah gambaran tentang tingkat keyakinan serta kepercayaan konsumen kepada suatu merek tertentu. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh brand ambassador K-pop dan citra merek lokal terhadap keputusan pembelian skincare merek Whitelab. Metode penelitian ini menggunakan pendekatan kuantitatif. Data dikumpulkan dengan menggunakan kuesioner dan studi kepustakaan. Kuesioner digunakan untuk mengumpulkan informasi mengenai tanggapan terhadap brand ambassador K-pop, citra merek lokal, dan keputusan pembelian. Sedangkan studi kepustakaan digunakan untuk analisis teoritis mengenai brand ambassador K-pop, citra merek lokal, dan keputusan pembelian. Hasil penelitian menunjukkan bahwa 1. Brand ambassador K-pop tidak berpengaruh secara parsial terhadap keputusan pembelian skincare merek Whitelab. 2. Citra merek lokal  berpengaruh secara parsial terhadap keputusan pembelian skincare merek Whitelab. 3. Brand ambassador K-pop dan citra merek lokal berpengaruh secara simultan terhadap keputusan pembelian skincare merek Whitelab.

Marketing communications is an important part of consumer purchasing decisions for a brand. Companies choose brand ambassadors based on the same goal, namely wanting to persuade and invite consumers and the public to buy the products they offer. Founded in March 2020, Whitelab is a skincare company that managed to rank fifth in the best-selling local skincare category in e-commerce. Brand image is a description of the level of consumer confidence and trust in a particular brand. This research aims to find out how K-pop brand ambassadors and local brand image influence the decision to purchase Whitelab brand skincare. This research method uses a quantitative approach. Data was collected using questionnaires and literature study. Questionnaires were used to collect information regarding responses to K-pop brand ambassadors, local brand image, and purchasing decisions. Meanwhile, literature studies are used for theoretical analysis regarding K-pop brand ambassadors, local brand image, and purchasing decisions. The results of the research show that 1. The K-pop brand ambassadors does not partially influence the decision to purchase Whitelab brand skincare. 2. The local brand image partially influences the decision to purchase Whitelab brand skincare. 3. The K-pop brand ambassador and local brand image simultaneously influence purchasing decisions. Whitelab brand skincare.