WIDIASARI, YUNITA WULAN (2025) PENGARUH BRAND AMBASSADOR NICHOLAS SAPUTRA TERHADAP BRAND IMAGE SKINTIFIC DI INSTAGRAM @SKINTIFICID. S1 thesis, Universitas Mercu Buana.
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Abstract
The skincare industry in Indonesia is experiencing rapid growth, especially in the facial care segment, which dominates 57% of the market share. The strategy of using brand ambassadors, particularly male figures, is becoming increasingly popular in the beauty industry. For example, Skintific has partnered with Nicholas Saputra as its brand ambassador. Most previous studies have focused on female brand ambassadors. The objective of this scientific study is to determine whether and to what extent Nicholas Saputra's brand ambassador role influences Skintific's brand image on Instagram @skintificid. According to Lea-Greenwood (2012), brand ambassadors are tools used by companies to communicate and connect with the public and build connections on how to effectively increase sales. According to Kotler & Keller (2016), brand image is the perception and beliefs of consumers reflected in the associations that occur in consumers' memories. This study uses a quantitative approach with a survey method. The population in this study is the followers of @skintificid on Instagram as of March 5, 2025, with a total of 1,022,349 followers. The sampling technique used is purposive sampling, calculated using the Taro Yamane formula, with a result of 100 respondents who are followers of @skintificid on Instagram. Based on the findings, the calculated t-value obtained from the t-test Based on the findings, the calculated t-value obtained from the t-test calculation is tcalculated (10.748) > t-table (1.661). From these findings, t-calculated > t-table, which means (H0) is rejected and (Ha) is accepted, indicating that the brand ambassador has a significant influence on brand image with a correlation value of 0.736, showing a strong relationship between the two variables with a coefficient of determination of 54.1%. Therefore, this study concludes that there is an influence of Brand Ambassador Nicholas Saputra on the Brand Image of Skintific Keywords: Brand Ambassador, Brand Image, Nicholas Saputra, Instagram, Skintific. Industri skincare di Indonesia mengalami pertumbuhan pesat, terutama pada segmen perawatan wajah yang menguasai pangsa pasar sebesar 57%. Strategi menggunakan brand ambassador, khususnya figur pria, semakin populer dalam industri kecantikan. Seperti Skintific yang menggandeng Nicholas Saputra sebagai brand ambassador. Sebagian besar penelitian terdahulu lebih berfokus pada brand ambassador wanita. Tujuan dari kajian ilmiah ini untuk mengetahui tentang adakah dan seberapa besar Pengaruh Brand Ambassador Nicholas Saputra Terhadap Brand Image Skintific di Instagram @skintificid. Lea-Greenwood (2012) menjelaskan bahwa brand ambassador adalah media yang digunakan perusahaan untuk berinteraksi dan menjalin hubungan dengan publik, sekaligus menciptakan ikatan yang dapat membantu meningkatkan penjualan secara optimal. Menurut Kotler & Keller (2016) brand image adalah persepsi dan keyakinan konsumen yang tercermin dalam asosiasi yang terjadi dalam ingatan konsumen. Penelitian ini menerapkan pendekatan kuantitatif dengan metode survei, populasi dalam penelitian ini adalah followers Instagram @skintificid pada tanggal 05 Maret 2025 dengan jumlah 1.022.349 followers dan teknik penarikan sampel menggunakan Purposive Sampling, yang dihitung menggunakan rumus taro yamane dengan hasil 100 responden yang merupakan followers Instagram @skintificid. Berdasarkan hasil penemuan menunjukkan bahwa nilai t hitung yang diperoleh dari hasil perhitungan pada Uji t yaitu t hitung (10,748) > t tabel (1,661). Dari temuan tersebut, t hitung>t tabel yang artinya (H0) ditolak dan (Ha) diterima sehingga brand ambassador berpengaruh signifikan terhadap brand image dengan hasil nilai korelasi 0,736 yang menunjukkan hubungan kuat antara dua variabel dengan nilai koefisien determinasi sebesar 54,1%. Maka, penelitian ini dapat disimpulkan bahwa terdapat pengaruh Brand Ambassador Nicholas Saputra terhadap Brand Image Skintific. Kata Kunci: Brand Ambassador, Brand Image, Nicholas Saputra, Instagram, Skintific.
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