The Influence Of Brand Ambassadors, Instagram Promotions On Purchasing Decisions In Cirebon

M. Badruddin; Jannathan Syahru Sudarso; Muhammad Santoso; Rahmadi Rahmadi

doi:10.55227/ijhess.v4i6.1705

Authors

M. Badruddin Universitas Swadaya Gunung Jati Cirebon
Jannathan Syahru Sudarso Management /Marketing, Economics, Swadaya Gunungjati University and Indonesia
Muhammad Santoso Management /Marketing, Economics, Swadaya Gunungjati University and Indonesia
Rahmadi Rahmadi Management /Marketing, Economics, Swadaya Gunungjati University and Indonesia

DOI:

https://doi.org/10.55227/ijhess.v4i6.1705

Keywords:

BRAND AMBASSADOR, INSTAGRAM PROMOTION, PURCHASE DECISION, SKINTIFIC

Abstract

In the digital era, social media platforms such as Instagram have become an important tool for marketing and customer engagement. This research investigates the impact of Brand Ambassador and Instagram Promotion on consumer purchase choices, especially on Skintific skin care products in Cirebon. The purpose of this study is to determine the result of Brand Ambassador and Instagram Promotion on Purchasing Decisions in Cirebon. The study's respondents were Skintific user consumers throughout Cirebon. With a sample of 111 respondents, this study used a quantitative approach by distributing online questionnaires and analyzing the data using multiple linear regression in the SPSS (Statistical Package for the Social Sciences) application. The validity and reliability tests showed high internal consistency, with Cronbach’s Alpha values of 0.946 (Brand Ambassador), 0.950 (Instagram Promotion), and 0.929 (Purchase Decision). The results showed that both Brand Ambassador and Instagram Promotion significantly influenced purchasing decisions (R² = 0.919), with Instagram promotion having a stronger influence (β = 0.828) than brand ambassadors (β = 0.185). The regression model demonstrates that 91.9% of the variation in purchasing decisions can be clarified by these two variables. This study found that digital marketing strategies, especially those that leverage social media engagement, play an important role in shaping consumer behavior. Companies are advised to optimize Instagram-based promotions while maintaining more effective use of Brand Ambassadors to improve brand image and sales performance.

References

Anggraini, D., & Ahmadi, R. (2024). Generation Z Consumption Trends in the Beauty Industry. Digital Press.

Brestilliani, R., & Suhermin, S. (2020a). Analysis of Purchasing Decisions in the Digital Age. Journal of Marketing Management‎, 15(2), 45–58.

Brestilliani, R., & Suhermin, S. (2020b). The influence of brand awareness, brand ambassadors, and price on online purchasing ‎decisions on the shopee marketplace (study on stiesia students)‎. Journal of Management Science and Research (JIRM)‎, 9(2).

Ervilyana, N. (2024). FACTORS AFFECTING WHITENING SCARLETT PURCHASE DECISIONS IN SHOPEE [Disertation]. Doctoral dissertation, PGRI SEMARANG UNIVERSITY‎.

Fasha, A. F., Robi, M. R., & Windasari, S. (2022). Determining purchasing decisions through purchase intention: Brand ambassadors and ‎brand image (marketing management literature review). Journal of Education Management ‎and Social Science‎, 3(1), 30–42.

Fauzi, R. U. A., Esmike, M., & Ardiningrum, A. R. (2023). The influence of brand ambassadors, product quality and price on purchasing decisions ‎for somethinc products. Effective: Journal of Business and Economics‎, 58–78.

Handayani, M. R. D. Y. (2022). The Effect of Brand Ambassador, Brand Image, and Promotion on Instagram Media on ‎Purchasing Decisions on Beauty Bening’s Skincare Products in Surabaya City. Journal of ‎Econika ‎, 7(2).

Kotler, P., & Keller, K. L. (2021). Marketing Management. Pearson Education.

Rahayu, B. F. (2023). The Effect of Customer Satisfaction, Location and Promotion on Purchasing Decisions at ‎Negiya Express Restaurants [Disertation]. Doctoral dissertation, Indonesian College of Economics ‎Jakarta.

Rahmawati, A. (2022). The Role of Brand Ambassadors in Increasing Consumer Loyalty. Journal of Marketing Management, 6(1), 45–60.

Ramadhani, H., & Anggrainie, N. (2023). The Influence of Social Media on Purchasing ‎Decisions for Beauty Products. Journal of Digital Marketing, 7(2), 88–105.

Safika, E., & Raflah, W. J. (2021). The Effect of Brand Image, Brand Ambassador and Price on Purchasing Decisions for ‎Scarlett Whitening Products in Riau. Inovbiz: Journal of Business Innovation ‎Management, Investment and Entrepreneurship Series‎, 1(1), 8–13.

Senjaya, et. al. (2024). Purchasing Decisions and their Influence on Marketing Strategy‎.

Setiawan, R. et al. (2019). Digital Marketing Strategy in the Social Media Era. Media Library.

Statista. (2023). Number of Instagram Users Worldwide‎. Nielsen.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Sugiyono. (2020). Quantitative, Qualitative, and R&D Research Methods‎. Alfabeta.

Sugiyono. (2021). Metode Penelitian Pendidikan: Pendekatan Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Sugiyono. (2022). Metode Penelitian Kualitatif, Kuantitatif, dan R&D. Alfabeta.

Verni, S. A., & Sumaryanto, S. (2024). The Influence of Brand Ambassador, Product Quality and Brand Image on Purchasing ‎Decisions for Scarlett Whitening Skincare Products. JOURNAL OF MANAGEMENT ‎AND BUSINESS‎, 3(1), 105–117.