Influence of Brand Ambassador Heart2heart Towards Consumers' Purchase Decisions for Barenbliss Products Generation Z in Denpasar City
Abstract
The rapid growth of the beauty industry encourages companies to implement innovative marketing strategies to attract consumers, especially Generation Z who are highly active on social media. One strategy widely used in modern marketing is the utilization of brand ambassadors to strengthen brand image and influence consumer purchasing decisions. This study aims to analyze the influence of the Heart2Heart brand ambassador on purchasing decisions for Barenbliss products among Generation Z consumers in Denpasar City.This study employed a quantitative approach with a descriptive method. The sample consisted of 100 respondents selected using purposive sampling with criteria including consumers aged 17–26 years who have used Barenbliss products and are aware of Heart2Heart as the brand ambassador. Data were collected through questionnaires using a Likert scale. The brand ambassador variable was measured through indicators of credibility, attractiveness, and influence power, while the purchasing decision variable was measured through the stages of need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The results show that the Heart2Heart brand ambassador has a positive influence on purchasing decisions for Barenbliss products among Generation Z consumers in Denpasar City. This is indicated by the high level of respondent agreement regarding the credibility, attractiveness, and influence of the brand ambassador, which increases consumer interest and purchasing decisions. Therefore, the use of a credible and attractive brand ambassador can be an effective marketing strategy to influence consumer purchasing decisions.
Keywords
Full Text:
PDFReferences
Agustin, S., & Singh, J. (2020). Pengaruh Brand Ambassador terhadap Keputusan Pembelian Produk Kosmetik pada Konsumen Generasi Z. Jurnal Manajemen Pemasaran, 14(2), 120–128.
Aldira Layza Madina & Dhyah Wulansari. (2024). Pengaruh influencer dan brand ambassador terhadap keputusan pembelian Generasi Z pada marketplace di Surabaya.
Arianty, N., & Andira, A. (2021). Pengaruh Brand Ambassador dan Brand Image terhadap Keputusan Pembelian Produk Kosmetik. Jurnal Ilmiah Manajemen dan Bisnis, 22(1), 45–56.
Arikunto, S. (2019). Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Athaya, N. S., Armandari, M. O., & Atmanto, D. (2025). Pengaruh media promosi brand ambassador terhadap keputusan pembelian lip product Barenbliss pada mahasiswa Tata Rias Universitas Negeri Jakarta.
Fitriana, & Rahmadani. (2022). Pengaruh keselarasan citra brand ambassador terhadap brand trust dan niat pembelian konsumen.
Kotler, P., & Keller, K. L. (2022). Marketing Management. Pearson Education
Mulyana, A., & Hidayat, R. (2019). Analisis Pengaruh Brand Ambassador terhadap Minat Beli Konsumen pada Produk Kosmetik. Jurnal Ilmu Manajemen, 7(2), 123–131.
Nugroho, & Cahyani. (2023). Pengaruh konten promosi figur publik terhadap keputusan pembelian konsumen.
Schiffman, L., & Wisenblit, J. (2022). Consumer Behavior. Pearson.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Pratiwi, & Santoso. (2023). Karakteristik Generasi Z dalam pengambilan keputusan pembelian di era digital.
Prasetyo, B., & Wardani, D. (2023). Pengaruh media sosial terhadap perilaku konsumen generasi Z. Jurnal Manajemen Pemasaran.
Puspita, R. F. (2025). Pengaruh brand ambassador, brand image, dan harga terhadap keputusan pembelian produk liptint Barenbliss pada mahasiswa Universitas Suryadarma.
Wahyuni. (2023). Pengaruh kesesuaian brand ambassador terhadap kredibilitas merek
DOI: http://dx.doi.org/10.58258/jihad.v8i1.10493
Refbacks
- There are currently no refbacks.
Copyright (c) 2026 Ni Komang Widiantari, I Komang Trisna Eka Putra, Anak Agung Neva Eka Pratiwi
JIHAD : Ilmu Administrasi dan Hukum 2745-9489 (Print), 2746-3842 (Elektronik) is licensed under a Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional.
Jurnal ini diterbitkan oleh Lembaga Penelitian dan Pendidikan (LPP) Mandala.
Alamat: Jl. Lingkar Selatan, Perum Elit kota Mataram Asri Blok O. No. 35, Jempong Baru, Sekarbela, Kota Mataram NTB. Indonesia