The Influence of K-Pop Idol Brand Ambassador Dino of Seventeen, Brand Image, and Promotion on Purchase Decisions of Azarine Sunscreen in Cipayung District, East Jakarta

Abstract

The rapid growth of Indonesia's skincare industry has intensified competition among local sunscreen brands, pushing companies such as Azarine to strengthen their marketing strategies through brand ambassadors, brand image, and promotion. This study aims to analyze the influence of K-Pop idol brand ambassador Dino Seventeen, brand image, and promotion on the purchase decision of Azarine sunscreen among consumers in Cipayung District, East Jakarta. A quantitative approach was applied, involving 225 respondents selected through purposive sampling. Data were collected through a five-point Likert questionnaire and analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with SmartPLS 3.0. The results indicate that Brand Ambassador has a positive and significant effect on Purchase Decision, with a t-statistic of 2.078 and p-value of 0.038. Brand Image also has a positive and significant effect, with a t-statistic of 4.528 and p-value of 0.000, while Promotion has a positive and significant effect with a t-statistic of 2.139 and p-value of 0.029. The R-Square value of 0.700 indicates that Brand Ambassador, Brand Image, and Promotion jointly explain 70.0% of the variance in Purchase Decision. These findings highlight the importance of brand image consistency and credible endorsement in shaping purchase decisions among young consumers in the competitive skincare market.