Pengaruh Brand Ambassador SEVENTEEN Terhadap Keputusan Pembelian Carat Pada Produk Indomil-K Series

Abstract

Brand ambassadors refer to individuals appointed by companies to endorse and promote a product to the public. In launching its Authentic Korean Flavor variant, Indomilk collaborated with three members of a South Korean boy group as brand ambassadors. This study aims to examine the extent to which brand ambassadors influence fans’ purchasing decisions, specifically focusing on followers of the X (Twitter) account @17CARATS_INA. A descriptive quantitative approach was used, employing a survey method. The sampling technique was nonprobability sampling with a purposive method, involving 100 respondents. The results showed: (1) brand ambassadors have a significant and positive effect on purchasing decisions for Indomil-K Series products; (2) dimensions such as visibility, credibility, attractiveness, and power also affect purchase decisions; (3) the hypothesis test results rejected H0 and accepted H1. The R-Square result of 38.8% indicates that brand ambassadors influence purchasing decisions, while 61.2% is influenced by other variables not covered in this study.