The Influence of Ningning Aespa as Brand Ambassador and Brand Image of Maybelline Products on Purchase Decision Through Purchase Intention as an Intervening Variable

Abstract

This study aims to provide empirical understanding of the complex relationship between Brand Ambassador, Brand Image, and Purchase Decision through Purchase Intention in the modern cosmetic industry context Specifically, it discusses the role of Ningning as a personal Brand representation, how consumer perception of Maybelline's Brand Image is formed, and how this influences consumer Purchase Intention and Decision. Data was collected through online questionnaires distributed via Google Forms. Path analysis was used as the data analysis technique to test the causality between Brand Ambassador, Brand Image (intervening variables), Purchase Intention (intervening variable), and their contribution to Purchase Decision (dependent variable). The population for this study was Maybelline product consumers who are aware of Ningning Aespa as a Brand Ambassador, with a sample of 75 respondents selected using purposive sampling.

The results indicate that Brand Ambassador does not have a significant statistical influence on Purchase Intention or Purchase Decision. Conversely, Brand Image significantly influences Purchase Intention, but does not have a significant statistical influence on Purchase Decision, with a negative coefficient indicating an inverse relationship. Purchase Intention shows a very significant and positive influence on Purchase Decision, suggesting that higher Purchase Intention leads to a greater likelihood of Purchase. This study contributes to bridging marketing theory with evolving real-world practices by examining the increasing influence of social media and Korean pop culture on global consumer preferences. It specifically investigates the effectiveness of using a celebrity Brand Ambassador like Ningning within the cosmetic industry, where such strategies are not yet fully understood