The Influence of Brand Ambassadors on Purchase Intention: The Mediating Role of Brand Engagement in the Local Cosmetic Industry

Daffa Regita Sofiyan; Chandra Suparno

doi:10.30741/ijamr.v7i2.2015

Authors

Daffa Universitas Jenderal Soedirman
Chandra Suparno Universitas Jenderal Soedirman

DOI:

https://doi.org/10.30741/ijamr.v7i2.2015

Keywords:

Brand Ambassador, Brand Engagement, Purchase Intention, SEM-PLS, SOR Model

Abstract

This paper addresses the gap in current literature regarding online participation and actual sales. We examine the Indonesian beauty market, specifically the brand Somethinc, to determine how promotional figures affect customer interactions and purchase intentions. Using the SOR model, which links external marketing cues to psychological states and then to behavior, this study empirically tests whether brand engagement mediates that relationship. A quantitative design sampled 130 respondents familiar with Somethinc’s ambassador‑based promotion, and the data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM‑PLS). Unexpectedly, the findings show that brand ambassadors have significant positive direct effects on both brand engagement and purchase intention. Yet, brand engagement does not significantly affect purchase intention nor mediate the ambassador–purchase intention link. These results indicate that in the local cosmetics market, ambassador‑driven content can create engagement and interaction, but such engagement does not automatically lead to purchases, suggesting that consumers rely on factors beyond online involvement when deciding to buy.

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