The Influence of Brand Ambassador, Country of Origin, and Brand Image on Purchase Decisions of Skincare Products

Abstract

Along with the development of the times, human needs are increasingly complex. Not only the need for clothing, food, and shelter, but now humans also need various things to support their appearance. One of them is skincare or beauty products. Different beauty products domestically and abroad are now being spread on the market. Various brands are competing to get consumers. Using foreign celebrities as brand ambassadors is also one of the company's strategies to increase the popularity of its products. The country of origin and brand image is often used to determine which products to buy. This study aims to assess the influence of brand ambassadors, country of origin, and brand image on purchase decisions of beauty products. The current study tests the proposed model in two different product settings, Nature Republic and Ponds. The sample for each product was 150 respondents, and data collection utilized a questionnaire with a Likert scale. Subsequently, the current study generates the findings through multiple analysis test techniques. Brand ambassador and country of origin significantly affect purchase decisions for Nature Republic products. Meanwhile, brand ambassadors and country of origin have no significant effect on the purchase decisions of Pond's products. The results for the Brand Image variable are the same, significantly affecting purchase decisions for the Nature Republic and Pond's products.

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