NURULJANAH, CLARINTA (2025) PENGARUH BRAND AMBASSADOR LEE MIN HO TERHADAP MINAT BELI PRODUK AZARINE HYDRAMAX C SUNSCREEN SERUM TAHUN 2024. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The beauty industry is rapidly growing in the digital era, driven by innovative marketing strategies through social media. One commonly used strategy is the utilization of Brand Ambassadors to enhance brand awareness and consumer purchase intention. This study aims to determine the influence of Brand Ambassador Lee Min Ho on the purchase intention of Azarine Hydramax C Sunscreen Serum in 2024, with variable X (Brand Ambassador) encompassing Visibility, Credibility, Attraction, and Power, and variable Y (Purchase Intention) including Transactional, Referential, Preferential, and Exploratory Intention. This research applies the VisCAP theory and a quantitative approach, using a survey method distributed to followers of Instagram @azarinecosmeticofficial. The study sample consists of 100 respondents selected through purposive sampling. Data analysis was conducted using correlation coefficient, determination coefficient, simple linear regression analysis, as well as t-test and f-test. The results indicate a significant relationship between Brand Ambassador and purchase intention, with a correlation coefficient of 0.657 and an influence of 54.2%. Among the VisCAP dimensions, Attraction had the most substantial impact on purchasing decisions, whereas Credibility had a lower influence, likely because Lee Min Ho is not an expert in the skincare industry. Based on the research findings, Brand Ambassadors with strong visual appeal, popularity, and high engagement with the audience can effectively increase consumer purchase intention. Therefore, Azarine is advised to optimize its digital marketing strategy by collaborating with public figures who have high audience engagement to strengthen brand loyalty. Keywords: Brand Ambassador, Azarine, Purchase Interest, Azarine. Perkembangan industri kecantikan di era digital semakin pesat, didorong oleh strategi pemasaran inovatif melalui media sosial. Salah satu strategi yang banyak digunakan adalah pemanfaatan Brand Ambassador untuk meningkatkan kesadaran merek dan minat beli konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh Brand Ambassador Lee Min Ho terhadap minat beli produk Azarine Hydramax C Sunscreen Serum pada tahun 2024, dengan variabel X (Brand Ambassador) yang mencakup Visibility, Credibility, Attraction, dan Power, serta variabel Y (Minat Beli) yang mencakup Minat Transaksional, Referensial, Preferensial, dan Eksploratif. Penelitian ini menggunakan teori VisCAP dan pendekatan kuantitatif dengan metode survei yang disebarkan kepada followers Instagram @azarinecosmeticofficial. Sampel penelitian berjumlah 100 responden yang dipilih dengan teknik purposive sampling. Analisis data dilakukan menggunakan koefisien korelasi, determinasi, regresi linear sederhana, serta uji t dan uji f. Hasil penelitian menunjukkan hubungan signifikan antara Brand Ambassador dan minat beli, dengan koefisien korelasi 0,657 dan pengaruh sebesar 54,2%. Dari dimensi VisCAP, daya tarik (Attraction) memiliki pengaruh terbesar terhadap keputusan pembelian, sedangkan kredibilitas (Credibility) memiliki pengaruh lebih rendah, kemungkinan karena Lee Min Ho bukan ahli di bidang kecantikan. Berdasarkan hasil penelitian, Brand Ambassador dengan daya tarik visual, popularitas, dan interaksi kuat dengan audiens dapat meningkatkan minat beli konsumen. Oleh karena itu, Azarine disarankan untuk mengoptimalkan strategi pemasaran digital dengan figur publik yang memiliki keterlibatan tinggi guna memperkuat loyalitas merek. Kata Kunci: Brand Ambassador, Azarine, Minat Beli, Azarine.
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