How Brand Ambassadors Shape Consumer Purchase Intention: A Study of Local Skincare Brands in Indonesia

Fanni Rizky Adharani, Fatchur Rochman

Abstract


The increasingly fierce competition in the skincare industry has encouraged companies to utilize brand ambassadors as a marketing strategy to increase consumer purchase intention. However, the effectiveness of brand ambassadors in influencing purchase intention still shows mixed results, particularly regarding the role of brand awareness and brand trust. This study aims to analyze the influence of Brand Ambassadors on Purchase Intention through Brand Awareness and Brand Trust among Whitelab skincare product consumers in Malang City. The study involved 160 prospective Whitelab consumers in Malang City. The findings showed that Brand Ambassador had a positive and significant effect on Purchase Intention, Brand Awareness, and Brand Trust. Brand Awareness did not significantly affect Purchase Intention and did not mediate the relationship between Brand Ambassador and Purchase Intention. In contrast, Brand Trust had a positive and significant effect on Purchase Intention and partially mediated the relationship between Brand Ambassador and Purchase Intention.


Keywords


Brand ambassador; Brand awareness; Brand trust; Purchase intention; Skincare industry

Full Text:

PDF

References


Abigail, J., Sari, V. P., & Saputra, D. (2024). The Influence of Product Quality and Online Shopping Experience (OSE) on Consumer Loyalty Through Customer Satisfaction on Local Skincare Products. Procedia Computer Science, 234, 537–544. https://doi.org/https://doi.org/10.1016/j.procs.2024.03.037

Al Mamun, A., Naznen, F., Yang, Q., Ali, M. H., & Hashim, N. M. H. N. (2023). Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products. Heliyon, 9(6), e16765. https://doi.org/https://doi.org/10.1016/j.heliyon.2023.e16765

Ampornklinkaew, C. (2025). The role of social media influencers in influencing consumers’ imitation intentions. Digital Business, 5(2), 100143. https://doi.org/https://doi.org/10.1016/j.digbus.2025.100143

Armilia, E., & Aesthetika, N. M. (2025). Oh Sehun’S Brand Ambassador Representation for Whitelab Products on Instagram. Proceeding of International Conference on Social Science and Humanity, 2(2), 1457–1473. https://doi.org/10.61796/icossh.v2i2.425

Cao, N., Isa, N. M., Perumal, S., & Chen, C. (2025). Perceived Value, Consumer Engagement, and Purchase Intention in Virtual Influencer Marketing: The Role of Source Credibility and Generational Cohort. Journal of Theoretical and Applied Electronic Commerce Research, 20(2). https://doi.org/10.3390/jtaer20020150

Chakraborty, D., Babu Singu, H., Kumar Kar, A., & Biswas, W. (2023). From fear to faith in the adoption of medicine delivery application: An integration of SOR framework and IRT theory. Journal of Business Research, 166, 114140. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.114140

Chhabra, S., Singh, A., & Maddela, D. (2025). Brand, causes, and the credibility gap: Gen Z purchase intentions in emerging markets. Journal of Asia Business Studies, 20(1), 136–156. https://doi.org/10.1108/JABS-05-2025-0302

Das, M., Jebarajakirthy, C., Shankar, A., Maseeh, H. I., & Saha, R. (2025). Why the masses purchase prestige products? A meta-analysis. Journal of Business Research, 200, 115565. https://doi.org/https://doi.org/10.1016/j.jbusres.2025.115565

Dhaigude, S. A., & Mohan, B. C. (2023). Customer experience in social commerce: A systematic literature review and research agenda. International Journal of Consumer Studies, 47(5), 1629–1668. https://doi.org/https://doi.org/10.1111/ijcs.12954

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59(May), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168

Grunwald, G., Kara, A., Kapukaya, N., & Zeren, D. (2025). Media type congruence in the advertising effectiveness of celebrity vs. influencer endorsements. Journal of Marketing Analytics. https://doi.org/10.1057/s41270-025-00415-5

Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.11.069

Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Evaluation of Reflective Measurement Models. In Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook (pp. 75–90). Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7_4

Halim, T. M., & Kiatkawsin, K. (2021). Beauty and Celebrity: Korean Entertainment and Its Impacts on Female Indonesian Viewers’ Consumption Intentions. Sustainability, 13(3). https://doi.org/10.3390/su13031405

Handoyo, S. (2024). Purchasing in the digital age: A meta-analytical perspective on trust, risk, security, and e-WOM in e-commerce. Heliyon, 10(8), e29714. https://doi.org/https://doi.org/10.1016/j.heliyon.2024.e29714

Hendarsih, I., Rachmah, S. M., & Yulistria, R. (2026). Comparative Analysis of E-Commerce Platform Popularity in Indonesia Using Google Trends Data. Jurnal Ilmiah Manajemen Ubhara, 8(1), 49–61. https://doi.org/10.31599/2gjad351

Hipólito, F., Dias, Á., & Pereira, L. (2025). Influence of Consumer Trust, Return Policy, and Risk Perception on Satisfaction with the Online Shopping Experience. Systems, 13(3). https://doi.org/10.3390/systems13030158

Jbara, H., El Nemar, S., Bakhit, W., Vrontis, D., & Thrassou, A. (2026). Impacting Brand Awareness and Emotions in Retail Consumer Decision-Making Within a Digital Context. Analytics, 5(2). https://doi.org/10.3390/analytics5020016

Jha, S., Chaudhary, R., & Shukla, B. (2025). Trust dynamics of virtual influencers: Exploring their influence on fashion purchase decisions. Innovative Marketing, 21(3), 226–236. https://doi.org/10.21511/im.21(3).2025.17

Kante, M., & Michel, B. (2023). Use of partial least squares structural equation modelling (PLS-SEM) in privacy and disclosure research on social network sites: A systematic review. Computers in Human Behavior Reports, 10, 100291. https://doi.org/https://doi.org/10.1016/j.chbr.2023.100291

Kumalasari, A. (2025). The Use of Social Media in Skincare Product Marketing Management Strategy in East Java: A Literature Review. Journal of Economics, Finance And Management Studies, 08. https://doi.org/10.47191/jefms/v8-i9-25

Lim, H. Y., & Kwon, K. H. (2023). Sustainable Assessment of the Environmental Activities of Major Cosmetics and Personal Care Companies. Sustainability, 15(18). https://doi.org/10.3390/su151813286

Loutfi, S. A., Jose, S., Jabeen, F., & Piccardi, P. (2025). A stimulus-organism-response (SOR) perspective on healthcare telemedicine usage towards sustainable development. Management of Environmental Quality: An International Journal, 36(7), 1848–1870. https://doi.org/10.1108/MEQ-01-2025-0015

Luo, G., Hao, J., & Ma, H. (2024). The impact of brand connectedness on consumer engagement behavior in the social media brand community. Journal of Research in Interactive Marketing, 19(1), 19–34. https://doi.org/10.1108/JRIM-05-2023-0146

Mattathil, A. P., George, B., & Henthorne, T. L. (2026). Trust as Behavioral Architecture: How E-Commerce Platforms Shape Consumer Judgment and Agency. Platforms, 4(1). https://doi.org/10.3390/platforms4010002

Michael, N., RamsĂžy, T. Z., & Michael, I. (2026). Evaluating celebrity influence on brand attention, emotion, and memory. Scientific Reports, 16(1), 9123. https://doi.org/10.1038/s41598-026-38902-z

Migkos, S. P., Giannakopoulos, N. T., & Sakas, D. P. (2025). Impact of Influencer Marketing on Consumer Behavior and Online Shopping Preferences. Journal of Theoretical and Applied Electronic Commerce Research, 20(2). https://doi.org/10.3390/jtaer20020111

Muhajir, M. N. A., Kasman, A. M., Erwin, E., Amir, M. F., Ramadhani, A., Masnur, I., & Fitra, S. (2026). The beauty economy: mediating role of brand love in Indonesia’s skincare market. International Journal of Pharmaceutical and Healthcare Marketing, 1–28. https://doi.org/10.1108/IJPHM-02-2025-0018

Nurrosyidah, I. H., Kusumaningrum, Y. D., & Isnaeni, I. (2026). A Review: The Efficacy of Indonesian Traditional Herbal Remedies in Beauty and Skincare. Current Traditional Medicine, 12. https://doi.org/https://doi.org/10.2174/0122150838327030241224081452

Özer, A., Özer, M., Buran, İ., & Genç, E. (2025). Unveiling the role of brand engagement in brand extension for masstige brands: functionality matters as much as fit. Journal of Product & Brand Management, 34(4), 530–544. https://doi.org/10.1108/JPBM-01-2023-4283

Pilcher, N., & Cortazzi, M. (2024). “Qualitative” and “quantitative” methods and approaches across subject fields: implications for research values, assumptions, and practices. Quality & Quantity, 58(3), 2357–2387. https://doi.org/10.1007/s11135-023-01734-4

Qu, Y., Cieƛlik, A., Fang, S., & Qing, Y. (2023). The role of online interaction in user stickiness of social commerce: The shopping value perspective. Digital Business, 3(2), 100061. https://doi.org/https://doi.org/10.1016/j.digbus.2023.100061

Rosli, N., Binti Mohamad, A. D., Johar, E. R., Hashim, S., & Lim, X.-J. (2025). Beyond borders: The transcendent effect of Korean celebrity credibility on brand perceptions among Malaysian youth - A necessary condition analysis. Heliyon, 11(3). https://doi.org/10.1016/j.heliyon.2024.e41155

Shen, Z. (2025). Can virtual ambassadors sustain Chinese traditional brands? Understanding their effectiveness from cognitive, emotional, and behavioural perspectives. Asia Pacific Business Review, 0(0), 1–21. https://doi.org/10.1080/13602381.2025.2465342

Shi, P., Lu, X., Zhou, Y., Sun, C., Wang, L., & Geng, B. (2021). Online Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.736883

Silalahi, S. A. F., Fachrurazi, F., & Muchaddam Fahham, A. (2021). The role of perceived religiosity in strengthening celebrity endorser’s credibility dimensions. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1956066

Tseng, H.-T. (2022). Shaping path of trust: the role of information credibility, social support, information sharing and perceived privacy risk in social commerce. Information Technology & People, 36(2), 683–700. https://doi.org/10.1108/ITP-07-2021-0564

Vieira, V. A. (2013). Stimuli–organism-response framework: A meta-analytic review in the store environment. Journal of Business Research, 66(9), 1420–1426. https://doi.org/https://doi.org/10.1016/j.jbusres.2012.05.009

Wan, J., Ma, H., Zhou, W., Qin, M., & Li, P. (2024). The study of female college students’ consumer psychology mechanism toward male celebrity endorsed products: Tempted or coerced? Heliyon, 10(9). https://doi.org/10.1016/j.heliyon.2024.e30401

Widayat, W., Azis, N., Sari, H. M. K., Warsono, W., & Masudin, I. (2023). Determinants of consum purchasing behavior toward Korean cosmetic products: Evidence from Indonesia. Innovative Marketing, 19(2), 129–142. https://doi.org/10.21511/im.19(2).2023.11

Zhou, W., Dong, J., & Zhang, W. (2022). The impact of interpersonal interaction factors on consumers’ purchase intention in social commerce: a relationship quality perspective. Industrial Management & Data Systems, 123(3), 697–721. https://doi.org/10.1108/IMDS-06-2022-0392




DOI: https://doi.org/10.20527/jee.v7i2.19632

Refbacks

  • There are currently no refbacks.


    • Top Cited  🏆


Model Blended learning ANTASARI untuk Mengembangkan Keterampilan Berpikir Kritis dan Memecahkan Masalah [ANTASARI's Blended Learning Model to Develop Critical Thinking and Problem-Solving Skills]Â đŸ„‡

 DOI: https://doi.org/10.20527/jee.v2i2.4102
A Suriansyah, AR Agusta, A Setiawan (2021)

 View PDF  Open access

Model Blended Learning Gawi Manuntung untuk Mengembangkan Keterampilan Berpikir Tingkat Tinggi [Gawi Manuntung's Blended Learning Model to Develop High-Level Thinking Skills]Â đŸ„ˆ

 DOI: https://doi.org/10.20527/jee.v2i2.4101
AR Agusta, A Suriansyah, P Setyosari (2021)

 View PDF  Open access


Creative industries and regional economic growth: time series evidence from Aceh, IndonesiaÂ đŸ„‰

 DOI: https://doi.org/10.20527/jee.v4i2.8312
A Hasan, N Nurhasanah, M Mardhani, K Aswadi (2023)
 View PDF  Open access

 

Journal of Economics Education and Entrepreneurship (JEE)
e.ISSN:2745-729X; p.ISSN: 2746-5438
The journal is published by Program Studi Pendidikan Ekonomi FKIP Universitas Lambung Mangkurat

 

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

Copyright ©2026