Select the right brand ambassador

Oct 13, 2025 by wbrum.org 124 views

The Influence of Brand Ambassador, Korean Wave, and Brand Image on the Decision to Purchase Skincare Products in Generation Z in Medan City

Introduction

In today's fast-paced and highly competitive market, understanding the factors that influence consumer purchasing decisions is crucial for businesses to stay ahead of the game. The skincare industry, in particular, has seen a significant surge in demand, especially among the younger generation, known as Generation Z. This demographic is known for their love of social media, global trends, and K-pop culture. In this context, the role of brand ambassadors, Korean waves, and brand images in shaping purchasing decisions among Generation Z in Medan City is a topic of great interest.

The Significance of Brand Ambassadors

A brand ambassador is an individual who represents a brand and promotes its products or services. In the context of skincare products, a brand ambassador can be a celebrity, influencer, or social media personality who endorses a particular brand. The influence of brand ambassadors on purchasing decisions cannot be overstated. Research has shown that consumers are more likely to trust and purchase products endorsed by a brand ambassador they admire or respect. In the case of Generation Z, brand ambassadors can play a significant role in shaping their purchasing decisions, especially if they are popular among young people.

The Power of Korean Wave

The Korean wave, also known as Hallyu, refers to the global popularity of Korean culture, including music, drama, and lifestyle. The Korean wave has been a significant factor in shaping consumer preferences and behavior, especially among Generation Z. The popularity of K-pop groups such as BTS and Blackpink has led to a surge in demand for Korean skincare products. The Korean wave has also influenced consumer behavior, with many young people adopting Korean beauty standards and skincare routines.

The Importance of Brand Image

A brand image refers to the perception of a brand in the minds of consumers. A positive brand image can play a significant role in influencing purchasing decisions. Brands that are well-known and have a positive image in the minds of consumers tend to be preferred. In the context of skincare products, a positive brand image can be achieved through effective marketing strategies, such as social media campaigns, influencer partnerships, and product endorsements.

Methodology

This study aims to analyze the influence of brand ambassadors, Korean waves, and brand images on the decision to purchase skincare products among Generation Z in Medan City. The population in this study consisted of Generation Z in Medan, with samples taken as many as 112 respondents who met the criteria, namely getting to know the NCT Dream music group and had bought Skincare Somethinc products at least once. The sampling method used is purposive sampling. To analyze data, descriptive analysis and multiple linear regression analysis are used with SPSS 25 software.

Results

The results of this study indicate that the three factors - brand ambassador, Korean wave, and brand image - have a significant influence on purchasing decisions. Separately, it was found that the brand ambassador had a positive and significant influence on purchasing decisions, where figures or influencers representing brands could increase consumer interest and trust. Then, Korean Wave, which refers to the popularity of Korean culture which includes music, drama, and lifestyle, also has a positive and significant impact. This phenomenon shows how popular culture can shape consumer preferences and behavior, especially among Generation Z which is greatly influenced by social media and global trends.

Furthermore, a positive brand image or brand image also plays an important role in influencing purchasing decisions. Brands that are well known and have a positive image in the minds of consumers tend to be preferred. This explains why something that has succeeded in building a strong brand image can attract the attention and loyalty of the consumer of the generation Z.

Conclusion

Overall, this research confirms the importance of these three aspects in marketing strategies for skincare products, especially in the city of Medan. The right brand ambassador, the use of Korean culture, and good brand image management is the key to attracting consumers from the Z generation. By understanding these effects, companies can formulate more effective strategies for increasing customer sales and loyalty. Thus, this research not only provides insight for entrepreneurs in the skincare industry, but also for marketers to develop campaigns that are more relevant and on target.

Recommendations

Based on the findings of this study, the following recommendations are made:

Select the right brand ambassador: Companies should select a brand ambassador who is popular among Generation Z and has a positive image in the minds of consumers.
Use Korean culture effectively: Companies should use Korean culture effectively in their marketing strategies, such as incorporating Korean music, drama, and lifestyle into their campaigns.
Build a strong brand image: Companies should build a strong brand image by creating a positive and memorable brand identity that resonates with Generation Z.
Develop targeted marketing campaigns: Companies should develop targeted marketing campaigns that take into account the preferences and behavior of Generation Z.

By following these recommendations, companies can increase their chances of success in the skincare industry and attract the attention and loyalty of Generation Z consumers.
Frequently Asked Questions (FAQs) about the Influence of Brand Ambassador, Korean Wave, and Brand Image on the Decision to Purchase Skincare Products in Generation Z in Medan City

Q: What is the significance of brand ambassadors in the skincare industry?

A: A brand ambassador is an individual who represents a brand and promotes its products or services. In the context of skincare products, a brand ambassador can be a celebrity, influencer, or social media personality who endorses a particular brand. The influence of brand ambassadors on purchasing decisions cannot be overstated. Research has shown that consumers are more likely to trust and purchase products endorsed by a brand ambassador they admire or respect.

Q: How does the Korean wave influence consumer behavior?

A: The Korean wave, also known as Hallyu, refers to the global popularity of Korean culture, including music, drama, and lifestyle. The Korean wave has been a significant factor in shaping consumer preferences and behavior, especially among Generation Z. The popularity of K-pop groups such as BTS and Blackpink has led to a surge in demand for Korean skincare products. The Korean wave has also influenced consumer behavior, with many young people adopting Korean beauty standards and skincare routines.

Q: What is the importance of brand image in the skincare industry?

A: A brand image refers to the perception of a brand in the minds of consumers. A positive brand image can play a significant role in influencing purchasing decisions. Brands that are well-known and have a positive image in the minds of consumers tend to be preferred. In the context of skincare products, a positive brand image can be achieved through effective marketing strategies, such as social media campaigns, influencer partnerships, and product endorsements.

Q: How can companies select the right brand ambassador?

A: Companies should select a brand ambassador who is popular among Generation Z and has a positive image in the minds of consumers. This can be achieved by conducting market research and analyzing consumer behavior. Companies should also consider the values and interests of their target audience and select a brand ambassador who aligns with these values.

Q: What are some effective ways to use Korean culture in marketing strategies?

A: Companies can use Korean culture effectively in their marketing strategies by incorporating Korean music, drama, and lifestyle into their campaigns. This can be achieved through social media campaigns, influencer partnerships, and product endorsements. Companies can also partner with Korean celebrities or influencers to promote their products.

Q: How can companies build a strong brand image?

A: Companies can build a strong brand image by creating a positive and memorable brand identity that resonates with Generation Z. This can be achieved through effective marketing strategies, such as social media campaigns, influencer partnerships, and product endorsements. Companies should also consider the values and interests of their target audience and create a brand image that aligns with these values.

Q: What are some effective ways to develop targeted marketing campaigns?

A: Companies can develop targeted marketing campaigns by analyzing consumer behavior and preferences. This can be achieved through market research and data analysis. Companies should also consider the values and interests of their target audience and create marketing campaigns that align with these values.

Q: How can companies increase their chances of success in the skincare industry?

A: Companies can increase their chances of success in the skincare industry by selecting the right brand ambassador, using Korean culture effectively, building a strong brand image, and developing targeted marketing campaigns. Companies should also consider the values and interests of their target audience and create marketing strategies that align with these values.

Q: What are some common mistakes that companies make in the skincare industry?

A: Some common mistakes that companies make in the skincare industry include selecting the wrong brand ambassador, failing to use Korean culture effectively, and neglecting to build a strong brand image. Companies should also avoid developing marketing campaigns that are not targeted to their audience and fail to consider the values and interests of their target audience.

Q: How can companies stay ahead of the competition in the skincare industry?

A: Companies can stay ahead of the competition in the skincare industry by staying up-to-date with the latest trends and consumer behavior. This can be achieved through market research and data analysis. Companies should also consider the values and interests of their target audience and create marketing strategies that align with these values.