Pengaruh Brand Ambassador ATEEZ Terhadap Keputusan Pembelian Produk Nacific oleh ATINY Indonesia

Tabita Desy Andriyana, Dewi Kartika Sari, Rendy Hermanto Abraham

Abstract


This study aims to determine the influence of the ATEEZ brand ambassador on the purchasing decisions of Nacific products by Indonesian Atiny consumers. This study focuses on three dimensions of source credibility—attractiveness, expertise, and trustworthiness—which are considered to influence consumers’ perceptions and purchasing behavior. The study employed a quantitative method involving the distribution of a questionnaire to 398 respondents who are ATEEZ fans and have previously purchased Nacific products. Data analysis was conducted using multiple linear regression analysis with SPSS. The F-test results showed a calculated F-value of 153.676 with an R-squared value of 53.9%. Partially, the trustworthiness dimension emerged as the most dominant factor influencing purchasing decisions. Among the three variables, trustworthiness was the most dominant factor in driving consumer purchasing decisions. This indicates that the honesty and consistency of idols in promoting products are key values for fans in validating the quality of those products. These findings underscore that the credibility of K-pop brand ambassadors plays a strategic role in strengthening brand image and increasing interest in and purchasing decisions regarding beauty products in Indonesia.


Keywords


Brand Ambassador; ATEEZ; Purchase Decision; Nacific; Atiny Indonesia

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DOI: https://doi.org/10.32509/dinamika.v12i1.6347

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