Pengaruh Brand Ambassador dan Parent Brand Perception terhadap Purchase Decision pada Produk Brand Extension di Industri Kecantikan

Abstract

Industri kecantikan diproyeksikan terus bertumbuh dengan pertumbuhan rata-rata tahunan sebesar 5,81% hingga 2027. Hal tersebut mendorong perusahaan mengembangkan strategi brand extension yang keberhasilannya bergantung pada kepercayaan konsumen. Penelitian ini bertujuan menganalisis pengaruh brand ambassador dan brand perception terhadap purchase decision melalui customer trust pada produk brand extension. Objek penelitian merupakan produk brand extension yang disajikan secara generik agar temuan penelitian dapat merepresentasikan fenomena yang lebih luas dan tidak terfokus pada merek tertentu. Penelitian ini dilakukan pada Januari hingga April 2026 di wilayah Jabodetabek dengan pendekatan kuantitatif dan teknik purposive sampling terhadap 176 konsumen. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan SEM-PLS dengan aplikasi SmartPLS 4 serta analisis deskriptif. Hasil penelitian menunjukkan brand ambassador, parent brand perception, dan customer trust berpengaruh positif dan signifikan terhadap purchase decision. Parent brand perception memiliki pengaruh yang lebih kuat dibanding brand ambassador.

The beauty industry projects to continue growing at an average annual growth rate of 5.81% until 2027. This growth encouraged companies to develop brand extension strategy whose success depended on consumer trust. This study aimed to analyze the influence of brand ambassador and brand perception on purchase decision through customer trust in brand extension products. The object was presented generically to ensure that the findings represented a broader marketing phenomenon rather than focusing on a specific brand. The study was conducted in Jabodetabek area from January to April 2026 using a quantitative approach and a purposive sampling technique involving 176 customers. Data were collected through questionnaires and analyzed using SEM-PLS with SmartPLS 4 and descriptive analysis. The results indicated that brand ambassador, parent brand perception, and customer trust had positive and significant effects on purchase decision. Parent brand perception exerted a stronger influence than brand ambassador.