Han So Hee’s Influence as a Brand Ambassador: A Study on Somethinc’s Brand Image and Sales Growth
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Abstract
In today’s digital era, brand communication strategies play a crucial role in establishing emotional connections with consumers. One widely adopted method is the use of public figures as brand ambassadors. This study aims to analyze the influence of Han So Hee as a brand ambassador on the brand image and product sales of Somethinc skincare. A descriptive quantitative method was applied, with data collected through a survey of 49 respondents selected via purposive sampling. A Likert-scale questionnaire was used, and data were analyzed through validity and reliability testing as well as linear regression. The findings indicate that Han So Hee significantly influences the brand image of Somethinc, particularly by conveying elegance, cleanliness, and a premium feel. Moreover, promotional campaigns featuring Han So Hee have increased consumer interest and are perceived to have contributed to higher product sales. The novelty of this research lies in its focus on an international celebrity's impact on a local Indonesian brand an area still underexplored. In conclusion, selecting a brand ambassador who aligns with brand values can enhance brand perception and support sales growth. It is recommended that Somethinc continue evaluating this strategy and integrate it with other marketing approaches to sustain brand loyalty and competitiveness in both local and global markets.
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