The Effect of Social Media Marketing and K-Drama Brand Ambassadors on Azarine Sunscreen Products in Indonesia

Abstract

Marketing communications with consumers today tend to use the internet to access information. This study determines the effect of social media marketing and brand ambassadors on Azarine sunscreen products in Indonesia. This research type is quantitative research. The population in this study were all potential consumers of Azarine sunscreen products. The data used was primary data, which data obtained from distributing questionnaires to the research object. The sampling technique used was purposive sampling. In addition, the analysis used was multiple linear analysis, which previously tested the validity and reliability. The results showed that the t-test results for the social media marketing variable had a positive and significant effect on consumer buying interest in Azarine sunscreen products in Indonesia with a value of 3.244 with a significance level of 0.002, less than = 0.05. The brand ambassador variable had a positive but insignificant effect on consumer buying interest in Azarine sunscreen products in Indonesia, with a value of 0.944 with a significance level of 0.347 greater than = 0.05. The results of the F test showed that the social media marketing and brand ambassador variables had a positive effect on consumer buying interest in Azarine sunscreen products, as evidenced by F-count was 6.234, with a significance level of 0.003 which was smaller than the actual level = 5% or 0.05. The R2 value was 0.102 or 10.2%, in which consumer buying interest in Azarine sunscreen products in Indonesia was affected by social media marketing and brand ambassadors. While, the remaining 88% was influenced by other factors not included in this study.