The Influence of Brand Ambassador and Advertising Appeal on A
Skincare Product Purchase Decision
NADYA TRI HANDAYANI, MAHIR PRADANA
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.
Key-Words: - Brand ambassador; marketing strategy; business administration; advertising
1 Introduction
The beauty business is expanding nowadays,
regardless of gender or age, and individuals are
increasingly more concerned with preserving
healthy, glowing skin, [1]. The sudden rise was
brought on by the Covid-19 epidemic. In reality, by
the onset of the pandemic in 2020, the performance
of the beauty sector had declined. According to a
study by Statista.com, as of September 2020,
roughly 2% more individuals did not apply
cosmetics, [2]. The economy's recovery will cause
the beauty industry to grow in 2021. Statistics show
that the worldwide market for cosmetic and
aesthetic goods will expand by another 6.46 percent
in 2021. Online sales, which rose to 25.2% in 2021,
were a significant contributor to this. According to
Central Statistics Agency (BPS) data, the
pharmaceutical, chemical, and traditional medicine
industries as well as the cosmetics sector all saw
growth of 9.61 percent in 2021, [3]. Additionally,
BPOM RI reported that there were up to 20.6%
more businesses in the cosmetics sector. Between
2021 and July 2022, there were 913 additional
cosmetic industries, bringing the total to 819, [4].
The beauty sector offers excellent business
potential, and Indonesians are beginning to place
more importance on beauty items. With a female
population of 133.5 million, 70% of whom are
working women between the ages of 15 and 64,
Indonesia has a market potential of 270.2 million
people, [5]. However, the beauty market category,
which is dominated by women in both urban and
rural regions, also has men and even children as
targets. As a result, customers are eager to spend
money on skincare and cosmetics to feel and look
beautiful, [6].
Because local firms perceive enormous prospects
in it, many new enterprises focus on the beauty
sector, [7]. This Indonesian company provides a
wide range of beauty products at extremely
affordable costs to meet the demands of the younger
generation, who are concerned about face skin care
and want to appear attractive. These goods are of a
high caliber and conform to global quality
standards, [8]. The top 10 Best Selling Skincare
Brands in E-Commerce April-June 2022 are
presented in Figure 1.
Fig. 1: Top 10 Best Selling Skincare Brands in E-
Commerce April-June 2022
Received: August 28, 2022. Revised: July 30, 2023. Accepted: September 2, 2023. Published: September 21, 2023.
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As presented in Figure 1, Scarlett and Ms. Glow
are ranked first among the Top 10 Best-Selling
Skincare Brands in E-Commerce, according to a
study from April to June 2022. Despite being a new
business, it has generated total sales of 53.2 billion
IDR by offering items made of premium materials
that are specific to Indonesian women's skin
problems. It also collaborates with several well-
known individuals to attract clients. Given the large
number of Korean Pop fans in Indonesia, one of
them is a Korean celebrity. NCT Dream was
introduced as their brand ambassador on January
1st, 2022. A person who is well-known for their
accomplishments or others is considered a celebrity.
Brand ambassadors are people who have achieved
success with a product.
SM Entertainment is the host of the South
Korean boy band NCT Dream. Jisung, Jeno, Jaemin,
Mark, Renjun, Chenle, and Haechan, the seven
members of NCT Dream, made their debut in 2016.
Given its widespread success, this boy band from
SM Entertainment had a brilliant career. The
selection of this brand ambassador was influenced
by NCT Dream's numerous accolades and rise to
prominence as one of the most well-known boy
bands. At the 2022 Genie Music Awards, NCT
Dream won two of the three Daesang (grand prizes),
including the Top Artist and Top Album awards( for
their second studio album, "Glitch Mode."
Due to the support of devoted followers on social
media and the Indonesian fans’ enthusiasm for the
Korean Wave, NCT Dream was drawn to Marsela
Limesa as a brand ambassador, according to the co-
founder and president of the company. Because of
its tenacity and passion in realizing its various
dreams, NCT Dream is a character that motivates its
followers. NCT Dream, which consistently
motivates its followers in their work, shares similar
values. This is consistent with the fact that
consumers are always given priority when
implementing new technologies. observes that NCT
Dream has also given them a spirit, growth, and
loyalty, [9].
In addition to using brand ambassadors as a
promotional tool, also attracts the attention of
customers by serving advertisements, [10], [11].
Advertising is a form of a paid non-personal
presentation aimed at promoting ideas, goods, or
services. With an advertisement, it is hoped that the
public will know about a brand or product that
exists, [12].
With the times, many companies use social
media to advertise, [13]. Being one of the most
sought-after beauty brands displays its product
advertisements in the form of videos or images.
NCT Dream as a brand ambassador participated in
the advertisements made, [14]. Based on the Official
Instagram account, presents exciting content and
activities to build engagement with fans. One of
them is releasing a video with an alternate universe
concept that shows NCT Dream members in
Indonesian school uniforms making skin care
formulas in the school laboratory.
This research focused on consumers of skincare
products in Bandung who have bought and seen
advertising impressions with the brand ambassador
NCT Dream on social media because Bandung is
one of the three cities that have the highest level of
online sales of goods in 2021, [15]. Based on the
description above, we as researchers are interested
in researching more about "The Influence of NCT
Dream Brand Ambassadors and Advertising Appeal
on Purchasing Decision (Case Study in Bandung
City)". The formulation of the problem to be studied
in this study is as follows.
1. Is there any influence of NCT Dream brand
ambassadors on product purchasing
decisions?
2. Does the appeal of advertising affect the
purchasing decisions of products?
3. Is there any influence of NCT Dream brand
ambassadors and advertising appeal on
product purchasing decisions?
2 Literature Review
2.1 Brand Ambassador
As of 2020, a celebrity is a person who is well-
known for their achievements or other things. Brand
ambassadors are well-known people's actions when
utilizing a product, [16]. One of the many
considerations when choosing a celebrity to
represent a company is whether or not they have an
image and personality that align with the campaign,
[17]. This factor is determined by an up-and-coming
celebrity. The company's finances are one of the
other factors to take into account, [18]. Brand
ambassadors are expected by businesses to
effectively represent their product brands.
The VisCAP (influencer effects in advertising)
model should be used to assess marketing activities,
including the use of celebrities in advertisements.
Rossiter and Percy claim that the VisCAP model is
made up of four components: 1) visibility, 2)
credibility, 3) attractiveness, and 4) power. Brand
ambassadors are considered visible if their visibility
character satisfies the requirements for public
display, [19]. For the advertised brand to gain
attention, brand ambassadors are typically well-
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known individuals who are well known to a large
audience, [20]. Consumer judgment considers brand
ambassadors to be credible when it comes to sharing
their knowledge, experience, and expertise, [21].
Can brand ambassadors offer useful information
distinctively and impartially? The star's
attractiveness, specifically how likable, familiar, and
similar( similarity) it is to the personality the
product user wants( such as similarities in age,
hobbies, activities, etc. Celebrities use their power
of attraction to persuade and pique consumers'
interest in purchasing and using goods.
2.2 Advertising Appeal
The attractiveness of advertising affects emotions
and draws people's attention to a product or service
it is promoting. For viewers to be interested in the
product being advertised, there is a strategy for
delivering the message in creative and memorable
advertisements, [22]. The three characteristics of the
advertising appeal are: 1) meaningful, 2) believable,
and 3) distinctive, [3,4]. An advertisement that
promotes a product's advantages to make it
appealing and in demand by consumers is
considered meaningful. An advertisement that
makes consumers think the information and
message being conveyed is accurate is said to be
believeable, [23]. Distinctive is an advertisement
that shows and provides information that their
product has unique characteristics and is different
from other products, making consumers think that
the product is better than competing brands, [24].
2.3 Purchasing Decisions
Consumer decisions to buy are impacted by
elements such as money, technology, politics,
culture, the product, pricing, location, advertising,
tangible proof, people, and the purchasing process,
[25]. As a result, to develop a consumer mindset
that will allow them to digest all information and
come to conclusions that will help them choose
which product to purchase, [26]. There are six
indicators of purchasing decisions namely: 1) choice
of product, 2) choice of brand, 3) choice of dealer/
seller, 4) amount of purchase, 5) time of purchase,
6) method of payment. Product Choice is when a
consumer chooses a product from many product
offerings, various aspects must be considered, [27].
These factors come in the form of product
benefits, product advantages, and product choice.
Consumers' preference for one brand over another
depends on their interest in the brand, their brand-
related behaviors, and the brand's reasonable
pricing. Seller Choice is a process of choosing
which seller to choose the consumer when making a
purchase, influenced by various factors that are
taken into consideration, namely the seller occasion,
the service obtained from the seller, the products to
be purchased available, and new stock or a lot of
stock at the seller, [27].
Purchase amount is the quantity or quantity of
products to be purchased, of course, it is included in
the consideration, [28]. Decisions in determining the
number of purchases also vary, namely as follows
based on the number of products you want to buy or
as inventory (used for future use), [28]. Purchase
time is a consideration of time in buying a product.
Each consumer certainly has different time
considerations and the reasons are for the needs in
the near future, the benefits that consumers receive
at a certain moment (during promotions or
discounts), and personal reasons for consumers
(satisfying desires), [29]. Payment Method is a way
to decide which payment method to use when
making a purchase. The object of consideration is
convenience, whether it is efficient and effective,
and so on. Cash payments, credit cards, debit cards,
mobile banking, and online banking are all
acceptable forms of payment, etc, [30].
2.4 Hypothesis
A hypothesis is a temporary answer in a study. The
hypothesis proposed by the researcher is as follows.
H1: NCT Dream brand ambassadors have a
significant influence on product purchasing
decisions.
H2: Advertising appeal has a significant effect on
the purchasing decision of products.
H3: NCT Dream brand ambassadors and
advertising appeal have a significant effect on
product purchasing decisions.
3 Methodology
3.1 Validity Test
Table1. Brand Ambassador Validity Test (X1)
Variable
No.
Item
r
count
Conclusion
Brand
ambassador
(X1)
1
0,724
Valid
2
0,583
Valid
3
0,578
Valid
4
0,435
Valid
5
0,556
Valid
6
0,792
Valid
7
0,536
Valid
Source: Processed by Researchers Using SPSS Software,
2023
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Table2. Ad Attractiveness Validity Test (X2)
Variable
No.
Item
r count
r
table
Conclusion
Ad Appeal
(X1)
1
0,779
0,361
Valid
2
0,773
0,361
Valid
3
0,673
0,361
Valid
Source: Processed by Researchers Using SPSS Software,
2023
Table3. Purchase Decision Validity Test (Y)
Variable
No.
Item
r count
r
table
Conclusion
Purchasing
Decision
(Y)
1
0,755
0,361
Valid
2
0,736
0,361
Valid
3
0,807
0,361
Valid
4
0,523
0,361
Valid
5
0,835
0,361
Valid
6
0,548
0,361
Valid
7
0,715
0,361
Valid
8
0,527
0,361
Valid
9
0,609
0,361
Valid
10
0,583
0,361
Valid
11
0,461
0,361
Valid
12
0,431
0,361
Valid
Source: Processed by Researchers Using SPSS Software,
2023
As presented in Table 1, Table 2 and Table 3,
the results of the brand ambassador validity test
(X1), advertising attractiveness (X2), and
purchasing decision (Y) using 30 respondents who
had filled out the questionnaire, showed that it was
valid because it met the validity test standard,
namely rating greater than rtable (rcalculate >
rtable) which was 0.361. It can be inferred from the
results of the validity test that this study is suitable
and qualified of testing.
3.2 Reliability Test
Table 4, Table 5 and Table 6 demonstrate the results
of the reliability test of the brand ambassador
variables (X1), advertising attractiveness (X2), and
purchase decision (Y) based on 30 respondents from
the Google form questionnaire that has been
distributed.
Table4. Brand Ambassador Reliability Test Results
(X1)
Reliability Statistics
Cronbach Alpha
N of Items
.669
7
Source: Processed by Researchers Using SPSS Software,
2023
Table5. Ad Appeal Reliability Test Results (X2)
Reliability Statistics
Cronbach Alpha
N of Items
.616
3
Source: Processed by Researchers Using SPSS Software,
2023
Table6. Purchasing Decision Reliability Test
Results (Y)
Reliability Statistics
Cronbach Alpha
N of Items
.799
12
Source: Processed by Researchers Using SPSS Software,
2023
Based on the results of the reliability test on the
brand ambassador variable (X1), advertising
attractiveness (X2) and purchase decision (Y) are
reliable because α calculate > 0.60 which can be
seen in Cronbach Alpha from the brand
ambassador, which is 0.669, the advertising
attractiveness is 0.616 and the purchase decision
shows 0.799. This suggests that the study is reliable
or trustworthy.
4 Results and Discussion
4.1 Descriptive Analysis
According to the study's findings, 385 respondents
with a variety of characteristics—including gender,
age, and occupation—were surveyed. Female
respondents made up 324 respondents, or 79.2% of
the total, while male respondents made up just 85,
or 20.8%, as seen by the characteristics of
respondents broken down by gender in this study.
Although can be utilized by everyone,
independent of gender, there are still a lot of
consumer gaps, [31]. Age-based features of
respondents were dominated by those between the
ages of 17 and 22 (65.3%). Last but not least, there
are traits of respondents depending on job where
students or students make up 53.5% of the
workforce. It can also be concluded that most of the
respondents to this study are students or students
aged level of 17-22 years who know and have
purchased products and watched advertisements
with the brand ambassador NCT Dream.
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4.2 Multicollinearity Test
Table7. Multicollinearity Test Results
Source: Processed by Researchers Using SPSS Software,
2023
The results from Table 7 show that this study
did not have multicollinearity problems because of
the tolerance value < VIF, in this study the tolerance
value was 0.912 and the VIF value was 1.091.
Additionally, if the Variance Inflation Factor (VIF)
value is less than 10 and the tolerance value is
higher than 0.1, the data may be considered to be
free from multicollinearity. Given that the two
independent variables in this investigation had VIF
values less than 10 and tolerance values greater than
0.1, it can be said that they did not have
multicollinearity issues, [32].
4.3 Heteroskedasticity Test
Fig. 2: Heteroskedasticity Test Results
Source: Processed by Researchers Using SPSS Software,
2023
As presented in Figure 2, it can be seen that the
dots in the figure form randomly, the absence of a
certain pattern depicted from the point. Thus, there
is no heteroskedasticity in the regression model,
[33].
4.4 Normality Test
Table8. Kolmogorov-Smirnov Normality Test
Results
Source: Processed by Researchers Using SPSS Software,
2023
Based on Table 8, normality test results are
using Kolmogorov Smirnov methodology so that the
exact sig value results are obtained, [31]. of 0.307,
according to the existing criteria, shows that the data
is normally distributed with the exact sig value. i.e.
.307 is greater than 0.05.
Fig. 3: Histogram Chart
Source: Processed by Researchers Using SPSS Software,
2023
We can tell if the data is regularly distributed or
not by looking at the histogram's graph shape. The
graph that precisely resembles a mountain or bell
has no left or right leaning and moves in the same
direction as the diagonal line. Figure 3's histogram
graph demonstrates that it shapes a mountain and
moves in the diagonal line's direction, indicating
that the data is regularly distributed.
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Fig. 4: Probability Plot Graph
Source: Processed by Researchers Using SPSS Software,
2023
The probability plot graph based on Figure 4
reveals that the data is regularly distributed. Because
the points on the line may follow the diagonal line's
direction without deviating, it can be claimed that
the data is regularly distributed, [34].
4.5 Multiple Regression Analysis
Table9. Results of Multiple Regression Analysis
Source: Processed by Researchers Using SPSS Software,
2023
Based on the results of the multiple regression
test found in Table 9, the following equation can be
obtained.
Y= α+b1X1+b2X2
Y= 29.395+0.365X1+0.961X2
where: Y = Dependent variable (Purchase
Decision)
α = Constants
b1= Independent variable coefficient 1
b2= Independent variable coefficient 2
X1= Independent variable (Brand
ambassador)
X2= Independent variable (Ad Appeal)
Based on the equation above, it can be
concluded that the results of the double regression
analysis are as follows.
a. The constant value (α) is 29.395 which
means that if the brand ambassador
variable (X1) and advertising attractiveness
(X2) are worth 0, then the purchase decision
variable (Y) is 29,395 units.
b. The value of b1 is 0.365 which means that
the brand ambassador variable influences
purchasing decisions, if the brand
ambassador variable ( X1) increases then it
can affect the purchase decision variable
(Y) by 0.365.
c. The value of b2 is 0.961 which means that
the variable of advertising attractiveness
influences purchasing decisions, if the
variable of advertising attractiveness (X2)
increases then it can affect the purchase
decision variable (Y) also by 0.961
4.6 Partial Test (t)
Table10. t Test Results
Source: Processed by Researchers Using SPSS Software,
2023
Based on Table 10, conclusions can be drawn
from the results of data processing to partially test
the hypothesis as follows.
1. The results of the t-test show that the sig
value. the influence of the brand
ambassador (X1) on the purchasing
decision of 0.00 < 0.05 and the calculated t
value of 5.385 > the table t value of 1.966.
It can be inferred from these results that H0
is rejected and H1 is accepted, meaning that
NCT Dream brand ambassador influence
on purchasing decisions is partial.
2. The t-test findings demonstrate that the sig
value. The estimated t value of 7.088 > the
table t value of 1.966 indicates that the
influence of advertising attractiveness (X2)
on purchase decisions is 0.00 0.05. These
findings suggest that H0 is rejected and H1
is accepted, indicating that advertising
attractiveness has a partial impact on
purchase choice.
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4.7 Simultaneous Test (f)
Table11. Test Results f
Source: Processed by Researchers Using SPSS Software,
2023
The results of the f test indicate that it received
a sig value based on Table 11. It is also known that
the value of F Table 3.019 F count 55.917 for the
impact of brand ambassadors and advertising
attractiveness on purchase choices, namely 0.00
0.05. It is evident that H1 is accepted and H0 is
denied. This can demonstrate how the dependent
variable of purchase decisions (Y) is influenced
concurrently by the independent variable of brand
ambassadors (X1) and the attractiveness of
advertising (X2).
4.8 Coefficient of Determination Test
Table12. Coefficient of Determination Test Results
Source: Processed by Researchers Using SPSS Software,
2023
From Table 12’s demonstration, it can be seen
the influence of brand ambassadors and advertising
attractiveness on purchasing decisions based on the
r-value, which is worth 0.476 so that the magnitude
of the result is that the value of the coefficient of
determination in the form of percent can be
calculated through the following formula.
 
 
 22,6%
Where:  = Coefficient of Determination
= Coefficient of correlation of free
variables with bound variables
Based on the results of the calculations above, it
can be concluded that the value of the influence of
NCT Dream brand ambassadors and advertising
attractiveness on product purchase decisions is
22.6%. While the remaining 77.4% was influenced
by other variables that were not studied in this
study.
5 Conclusions and Suggestions
5.1 Conclusion
Based on the results of research and data processing
on "The Influence of NCT Dream Brand
Ambassadors and Advertising Attractiveness on
Purchasing Decisions, the author can draw several
conclusions to answer some formulations of existing
problems. Here are the conclusions obtained in this
study.
1. NCT Dream brand ambassadors have a
significant influence on purchasing
decisions by 90.3% and fall into the
excellent category.
2. Advertising appeal has a significant
influence on purchasing decisions by 89.8%
and falls into the excellent category.
3. According to the findings of the coefficient
of determination test, NCT Dream brand
ambassadors and advertising appeal had a
substantial impact on purchase decisions by
22.6%. Additional factors that were not
examined in this study had an impact on the
remaining 77.4%.
5.2 Suggestion
Practical Advice
1. With the results obtained, NCT Dream
brand ambassador and advertising appeal
influenced purchasing decisions by only
22.6%. We recommend that the company
carry out a marketing strategy in addition to
the use of NCT DREAM brand
ambassadors and attractiveness to further
improve the purchase decision of products.
2. Based on the results of multiple linear
analysis tests that show the value of the
influence of advertising attractiveness under
brand ambassadors, is recommended to
further increase the value of advertising
attractiveness.
Theoretical Suggestions
1. Researchers should then add other variables
besides the brand ambassador variable and
advertising appeal to find another factor of
77.4% that was not studied in this study that
influenced the purchasing decision of
products. Other variables that can be used
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such as product quality, brand image, price,
and so on.
2. Researchers can then conduct research with
the same variables, but with other
methodologies and with other products as
objects.
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Contribution of Individual Authors to the
Creation of a Scientific Article (Ghostwriting
Policy)
- Nadya Tri Handayani carried out the field survey,
data analysis, and optimization.
- Mahir Pradana was responsible for the field
survey and supervision.
Sources of Funding for Research Presented in a
Scientific Article or Scientific Article Itself
The authors report no source of funding.
Conflict of Interest
The authors have no conflict of interest to declare.
Creative Commons Attribution License 4.0
(Attribution 4.0 International , CC BY 4.0)
This article is published under the terms of the
Creative Commons Attribution License 4.0
https://creativecommons.org/licenses/by/4.0/deed.en
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WSEAS TRANSACTIONS on COMPUTER RESEARCH
DOI: 10.37394/232018.2023.11.32
Nadya Tri Handayani, Mahir Pradana
E-ISSN: 2415-1521
361
Volume 11, 2023