The Influence of Brand Ambassador and Advertising Appeal on A Skincare Product Purchase Decision-Reference-Cited by-同舟云学术

The Influence of Brand Ambassador and Advertising Appeal on A Skincare Product Purchase Decision

Published:2023-09-21 Issue: Volume:11 Page:352-361
ISSN:2415-1521
Container-title:WSEAS TRANSACTIONS ON COMPUTER RESEARCH
language:en
Short-container-title:

Author:

Handayani Nadya Tri¹,Pradana Mahir¹

Affiliation:

1. Department of Business Administration, Telkom University, Jalan Terusan Buah Batu, Bandung 40257, INDONESIA

Abstract

The purpose of this study was to determine how NCT Dream’s status as a brand ambassador and his or her promotional attractiveness influenced consumers’ purchasing choices. A quantitative, descriptive research design was adopted for this study. The data for this study came from the 385 respondents who answered questionnaires with certain criteria—living in Bandung, Indonesia, being aware of and buying items, and having watched advertising with the brand ambassador. The data were processed using a variety of linear regression analytic techniques. The results of several research demonstrate how advertising appeal and brand ambassadors greatly influence consumer purchase decisions. It has a big impact on consumers’ shopping decisions as a precursor and brand ambassador. Advertising appeal has a big impact on consumer choice.

Publisher

World Scientific and Engineering Academy and Society (WSEAS)

Subject

General Engineering,General Computer Science

Reference34 articles.

1. Hasbi, I., Fakhri, M., Saragih, R., Kurnia, B., Aini, A.G. (2020). Determinant factors of consumer preferences on electronic wallet users in Bandung. Proceedings of the International Conference on Industrial Engineering and Operations Management, 2020, 59, pp. 914–919

2. Devi, K., Kartawinata, B. R., Wijayangka, C., & Nugraha, D. W. (2021, March). Financial knowledge and financial behavior to financial satisfaction to the millennial generation in the city of Bandung. In Proceedings of the International Conference on Industrial Engineering and Operations Management Vol. 1, pp. 5530-5539.

3. Putri, A. A., Wardhana, A., & Pradana, M. The Influence of Service Quality and Consumer Trust on Consumer Loyalty of Carousel Apps. (2021). Proceedings of the International Conference on Industrial Engineering and Operations Management, pp. 854-859.

4. Farida, D. A., Wardhana, A., Kumalasari, A. D., Wijaksana, T. I., Pradana, M., & Renaldi, R. (2021). The Influence of Service Quality and Consumer Trust on Consumer Loyalty of Sociolla. Proceedings of the International Conference on Industrial Engineering and Operations Management, pp. 2884–2889.

5. Jaya, D., Fakhri, M., Madiawati, P. N., Nurnida, I., & Luturlean, B. S. (2021). The effect of transformational leadership style on employee performance with job stress as intervening variables in PT. Pos Indonesia. In Proceedings of the International Conference on Industrial Engineering and Operations Management, pp. 5692-5700.