Pengaruh Brand Ambassador, Social Media Marketing, dan Advertising Campaign Produk Somethinc terhadap Purchase Intention pada Masyarakat Kota Medan

Abstract

The community has become increasingly aware of the importance of taking care of their body, especially for the face, commonly known as skincare. The high demand for facial care among the community causes many new skincare brands in the market appear. This is included a local products that compete in the market, such as Somethinc, which has been operating since 2019. Somethinc has become one of the most used skincare brands by the community, particularly in Medan City. In 2022, Somethinc ranked first in skincare sales on e-commerce platforms. The high interest of the community in using Somethinc can be affected to the marketing strategies applied, including the selection of brand ambassadors, the use of social media, and advertising campaigns. The purpose of this research is to determine the effects of brand ambassador, social media marketing, and advertising campaign of Somethinc products on purchase intention among the community in Medan City. This research is a quantitative research with an associative approach. The population in this study consists of all the community members in Medan City who use Somethinc, and the total samples are 100 respondents. The sampling technique used purposive sampling. The primary data is collected through distributing questionnaires. Data analysis involves validity test, reliability test, classical assumption test, multiple linear regression analysis, t-test, F-test, and coefficient of determination test, which are processed using SPSS software. The results in thisresearch indicate that the brand ambassador variable has a negative and non-significant influence on purchase intention, with a regression coefficient value of -0.042 and a significance value of 0.720 > 0.05. On the other hand, the social media marketing and advertising campaign variables have a positive and significant influence on purchase intention, with regression coefficient values of 0.337 and 0.322, and significance values of 0.001 < 0.05. The F-test results show that all of the three independent variables are collectively influence Somethinc product’s purchase intention among the community in Medan City by 64.9%.