The Influence of NCT Dream as Brand Ambassadors through Tiktok @Somethincofficial on Brand Image and Consumer Purchase Intention
Year: 2025
Type: article
Study design: Observational Study
Abstract: The growing number of beauty products emerging in the market has intensified competition in the beauty industry. One of the promotional strategies employed to market these products is the use of NCT Dream as brand ambassadors for Somethinc, aiming to enhance brand image and consumer purchase intention. This study aims to examine the direct and indirect influence of NCT Dream as brand ambassadors through TikTok @Somethincofficial on brand image and consumer purchase intention. The concepts used in this study include brand ambassador, brand image, and purchase intention. A quantitative approach with an explanatory research design was employed. The unit of analysis comprises individuals who follow the TikTok account @Somethincofficial. The sampling technique applied was probability sampling using a systematic random sampling method, resulting in 400 respondents who completed a questionnaire distributed via Google Form. The data analysis technique used was path analysis through simple linear regression. The findings indicate that brand ambassadors have a significant influence on brand image, a significant influence on purchase intention, and that brand image also significantly affects purchase intention. The path analysis reveals that the direct effect of the brand ambassador on purchase intention is greater than the indirect effect mediated by brand image. Thus, the presence of brand ambassadors plays a key role in increasing consumer purchase intention.
Institution: Pancasila University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4412644707