Komunikasi Pemasaran Digital Scarlett melalui Brand Ambassador K-Pop terhadap Keputusan Pembelian Konsumen

Abstract

Perkembangan komunikasi pemasaran digital mendorong perusahaan memanfaatkan media sosial dan brand ambassador sebagai strategi untuk meningkatkan daya tarik merek serta memengaruhi keputusan pembelian konsumen. Scarlett sebagai salah satu merek skincare lokal menggunakan girl group K-Pop Hearts2Hearts sebagai brand ambassador dalam promosi melalui Instagram. Penelitian ini bertujuan menganalisis persepsi konsumen terhadap Hearts2Hearts sebagai brand ambassador, tingkat keputusan pembelian konsumen, serta pengaruh brand ambassador terhadap keputusan pembelian produk Scarlett. Penelitian menggunakan pendekatan kuantitatif dengan metode asosiatif. Data diperoleh melalui penyebaran kuesioner kepada 100 responden yang dipilih menggunakan teknik purposive sampling, yaitu responden yang pernah melihat promosi Scarlett yang menampilkan Hearts2Hearts di Instagram. Variabel brand ambassador diukur menggunakan model VisCAP yang meliputi visibility, credibility, attraction, dan power, sedangkan variabel keputusan pembelian diukur berdasarkan tahapan keputusan pembelian menurut Kotler dan Keller. Analisis data dilakukan menggunakan uji validitas, uji reliabilitas, analisis deskriptif, uji normalitas, korelasi Pearson, regresi linear sederhana, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa persepsi responden terhadap Hearts2Hearts sebagai brand ambassador berada pada kategori sangat tinggi, sedangkan keputusan pembelian berada pada kategori tinggi. Hasil uji regresi linear sederhana menunjukkan bahwa brand ambassador berpengaruh positif terhadap keputusan pembelian konsumen dengan nilai t hitung sebesar 4,256 dan signifikansi 0,000 (<0,05). Nilai koefisien determinasi (R²) sebesar 0,156 menunjukkan bahwa brand ambassador menjelaskan 15,6% variasi keputusan pembelian, sedangkan 84,4% dipengaruhi oleh faktor lain di luar penelitian. Temuan ini menunjukkan bahwa Hearts2Hearts mampu berperan sebagai brand ambassador yang efektif dalam mendukung keputusan pembelian konsumen terhadap produk Scarlett.

The rapid development of digital marketing communication has encouraged companies to utilize social media and brand ambassadors as strategic tools to enhance brand attractiveness and influence consumers' purchase decisions. Scarlett, one of Indonesia's local skincare brands, appointed the K Pop girl group Hearts2Hearts as its brand ambassador to promote its products through Instagram. This study aims to analyze consumers' perceptions of Hearts2Hearts as a brand ambassador, examine the level of consumers' purchase decisions, and determine the influence of the brand ambassador on the purchase decisions of Scarlett consumers. This study employed a quantitative approach using an associative research method. Data were collected through questionnaires distributed to 100 respondents selected using purposive sampling, consisting of individuals who had viewed Scarlett's Instagram promotions featuring Hearts2Hearts. The brand ambassador variable was measured using the VisCAP model, which consists of visibility, credibility, attraction, and power, while the purchase decision variable was measured based on the consumer purchase decision process proposed by Kotler and Keller. Data analysis was conducted using validity and reliability tests, descriptive analysis, normality testing, Pearson correlation, simple linear regression, the t-test, and the coefficient of determination. The results indicate that respondents' perceptions of Hearts2Hearts as a brand ambassador were categorized as very high, while consumer purchase decisions were categorized as high. The simple linear regression analysis shows that the brand ambassador has a positive effect on consumers' purchase decisions, with a t-value of 4.256 and a significance value of 0.000 (<0.05). The coefficient of determination (R²) of 0.156 indicates that the brand ambassador explains 15.6% of the variation in consumers' purchase decisions, while the remaining 84.4% is influenced by other factors beyond the scope of this study. These findings indicate that Hearts2Hearts effectively performs its role as a brand ambassador in supporting consumers' purchase decisions toward Scarlett products.