Update Artikelilmiah: 53617

DAFFA REGITA SOFIYAN

NIM

Judul Artikel

Abstrak (Bhs. Indonesia)

Penelitian ini merupakan studi survei terhadap konsumen produk kecantikan Somethinc di Indonesia. Studi yang berjudul “Purchase Intention Towards Beauty Product: The Role of Brand Ambassador and Brand Engagement” ini bertujuan untuk menganalisis pengaruh Brand Ambassador terhadap Brand Engagement dan Purchase Intention (niat beli), serta menguji peran mediasi Brand Engagement dalam hubungan antara Brand Ambassador dan Purchase Intention. Populasi penelitian terdiri dari konsumen yang pernah terpapar aktivitas promosi Somethinc melalui brand ambassadornya. Sebanyak 100 responden dipilih menggunakan metode purposive sampling. Data dianalisis menggunakan Structural Equation Modelling-Partial Least Squares (SEM-PLS). Berdasarkan hasil penelitian dan analisis data, studi ini menyimpulkan bahwa: (1) Brand Ambassador berpengaruh positif dan signifikan terhadap Brand Engagement, (2) Brand Ambassador berpengaruh positif dan signifikan terhadap Purchase Intention, (3) Brand Engagement tidak berpengaruh signifikan terhadap Purchase Intention, dan (4) Brand Engagement tidak memediasi secara signifikan hubungan antara Brand Ambassador dan Purchase Intention. Sebagai implikasi dari temuan ini, guna meningkatkan niat beli konsumen, manajemen Somethinc perlu memberikan perhatian lebih besar pada pemilihan dan pengelolaan brand ambassador yang memiliki kredibilitas, daya tarik, keahlian, dan kesesuaian dengan citra merek yang tinggi. Perusahaan sebaiknya terus berkolaborasi dengan tokoh publik berpengaruh yang mampu memperkuat ikatan emosional dengan konsumen dan meningkatkan brand engagement*. Selain itu, Somethinc perlu meningkatkan interaksi konsumen melalui platform digital dan aktivitas media sosial untuk menjaga hubungan merek yang kuat. Upaya-upaya ini diharapkan dapat memperkuat kepercayaan konsumen, meningkatkan daya tarik merek, dan pada akhirnya mendorong niat beli yang lebih tinggi terhadap produk Somethinc. Kata kunci: Brand Ambassador, Brand Engagement, Purchase Intention, Produk Perawatan Kulit (Skincare), Somethinc, Stimulus-Organism-Response (SOR).

Abtrak (Bhs. Inggris)

This research is a survey study on consumers of Somethinc beauty products
in Indonesia. The study entitled “Purchase Intention Towards Beauty Product: The
Role of Brand Ambassador and Brand Engagement” aims to analyze the influence
of Brand Ambassador on Brand Engagement and Purchase Intention, as well as to
examine the mediating role of Brand Engagement in the relationship between Brand
Ambassador and Purchase Intention. The research population consists of consumers
who have been exposed to Somethinc promotional activities through its brand
ambassadors. A total of 100 respondents were selected using the purposive
sampling method. Data were analyzed using Structural Equation Modelling-Partial
Least Squares (SEM-PLS).
Based on the results of the research and data analysis, the study concludes
that: (1) Brand Ambassador has a positive and significant effect on Brand
Engagement, (2) Brand Ambassador has a positive and significant effect on
Purchase Intention, (3) Brand Engagement has a does not significantly effect on
Purchase Intention, and (4) Brand Engagement does not significantly mediate the
relationship between Brand Ambassador and Purchase Intention.
As an implication of these findings, in order to increase consumers purchase
intention, Somethinc management should pay greater attention to the selection and
management of brand ambassadors who possess high credibility, attractiveness,
expertise, and congruence with the brand image. The company should continue
collaborating with influential public figures who can strengthen emotional
connections with consumers and enhance brand engagement. Furthermore,
Somethinc should improve consumer interaction through digital platforms and
social media activities to maintain strong brand relationships. These efforts are
expected to strengthen consumer trust, increase brand attractiveness, and ultimately
encourage higher purchase intention toward Somethinc products.
Keywords: Brand Ambassador, Brand Engagement, Purchase Intention, Skincare
Products, Somethinc, Stimulus-Organism-Response (SOR).

Kata kunci

Pembimbing 1

Pembimbing 2

Pembimbing 3

Tahun

Jumlah Halaman