Pengaruh Brand Ambassador dan Brand Awareness Terhadap Minat Beli Produk Sunscreen Azarine di Surabaya

Permana, Gilang (2025) Pengaruh Brand Ambassador dan Brand Awareness Terhadap Minat Beli Produk Sunscreen Azarine di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Competition in the local beauty industry is increasing in line with trends in skin care, especially sunscreen, and the influence of Korean culture in Indonesia. Azarine sunscreen, as a local brand, uses a marketing strategy that involves Korean celebrity Lee Min Ho as its brand ambassador and builds brand awareness to increase brand recognition in the minds of consumers in order to drive purchase interest. This study aims to analyze the influence of brand ambassadors and brand awareness on purchase intent for Azarine sunscreen products in Surabaya City. This study employs a quantitative approach using purposive sampling. Data was collected from 108 respondents who are familiar with, aware of, and follow Azarine sunscreen through an online G-Form questionnaire, and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) via SmartPLS software version 4.1.1.2. The results of the study indicate that brand ambassadors and brand awareness have a positive and significant influence on purchase intent. The indicator with the lowest value for brand ambassadors is power, while for brand awareness it is consumption, which should be addressed in future improvement strategies. These findings confirm that the use of public figures and strengthening brand awareness are key factors in shaping consumer purchase intent.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Supriyono, Supriyono	NIDN0726066102	supriyono.ma@upnjatim.ac.id
Thesis advisor	Haryana, Nanik	NIP20219871010230	nanik.hariyana.ma@upnjatim.ac.id

Subjects:

H Social Sciences > HC Economics
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products

Divisions:

Faculty of Economic > Departement of Management

Depositing User:

Gilang Permana

Date Deposited:

21 Jul 2025 02:35

Last Modified:

21 Jul 2025 02:35

URI:

https://repository.upnjatim.ac.id/id/eprint/39824