Effectiveness of Brand Ambassador on South Korean Beauty Products

Using PATER Model

Lini Nur Hidayati1, Andi Muhammad Sadat2, Shandy Aditya3

1
Department of Digital Marketing, Universitas Negeri Jakarta, Indonesia
2
Department of Digital Marketing, Universitas Negeri Jakarta, Indonesia
3
Department of Digital Marketing, Universitas Negeri Jakarta, Indonesia.

Abstract

The beauty industry is experiencing rapid growth and generating continuous increase in
global revenue in the skincare segment. The beauty industry is one of the most highly
competitive industries in the world which causes increased business competition. To face
business competition, Innisfree uses brand ambassador as marketing strategies. This research
aims to determine the level of effectiveness of using brand ambassadors on South Korean
beauty products using the PATER Model. PATER Model is used to measure the effectiveness
of celebrities as brand ambassadors. PATER is a five dimension acronym that stands for
Popularity, Attractiveness, Trustworthiness, Expertise, and Relevance. Quantitative research
with non-probability sampling, purposive sampling method. This research uses two data
analysis techniques, descriptive and average scores. The research distributed questionnaires
online through Google Forms. In determining the sample size, this research uses the
Lemeshow Formula. Samples used were 271 respondents. This research uses validity tests
and reliability tests as research instrument tests. The results of the research show that the
effectiveness of using Kim Mingyu as Innisfree's brand ambassador is included in the very
effective category, both in terms of dimensions, namely popularity, attractiveness, trust,
expertise, and relevance and as a whole (PATER).

Keyword: brand ambassador effectiveness; beauty products; innisfree; PATER Model

1. Introduction
Beauty industry is experiencing fast-paced development, in line with public awareness of
the importance of taking care of skin. According to Statista Research Department (2023), the
global revenue in the skincare segment 2018-2028 increased with a total of 24 billion US
dollars. The beauty industry is one of the industries that moves very quickly and tightly,
increasing business competition. Every year new brands and products enter the market. South
Korea has a competitive advantage in the global beauty industry. According to Jobst (2023),
in 2022 the total value of South Korean beauty products exports reached 6.69 billion US
dollars. That makes South Korean beauty products distributed across various regions of the
world, even becoming a first choice for Asian citizens such as Indonesia. Indonesia imported
around 40.14 million US dollars worth of South Korean beauty products.
One of the companies that made Indonesia the target of their products is Innisfree.
Innisfree is a beauty brand that was established in 2000 under AmorePacific Group. In
Indonesia, Innisfree officially opened its first outlet in 2017. Based on data from
Compas.co.id (2022) Innisfree has succeeded in achieving the first place in the best-selling
sales of South Korean beauty products on Indonesian e-commerce.
Table 1. Five Best Korean Skincare Brands on E-Commerce
No Brands
1 Innisfree
2 Cosrx
3 The Saem
4 Some By Mi
5 Nacific
Source: Compas.co.id (2022)
Innisfree faced a drop in sales revenue. According to Statista Research Department
(2024), Innisfree sales revenue in 2023 was only around 274 billion South Korean won
(KRW). This shows a decrease in sales revenue around 300 billion won in the previous year.

Figure 1. Innisfree Sales Revenue

Source: Statista Research Department (2024)

28 | Page
 Amorepacific Group has released a financial report for the first quarter (Q1) of 2024.
The report contains financial information and the company performance during the first three
months of 2024. Amorepacific reported that Innisfree's revenue was -9.4% Year-over-Year
(YoY) Innisfree revenue was smaller compared to the previous year's quarter.

Figure 2. Amorepacific Group Revenue (Q1 2024)

Source: Amorepacific (2024)

Innisfree continues to try to use other marketing strategies as an effort to attract wider
market interest, by using brand ambassadors. On February 27, 2023, Innisfree announced
Kim Mingyu as a global brand ambassador. Based on the problems explained, researchers are
interested in analyzing the effectiveness of using brand ambassadors on South Korean beauty
products using the PATER model.

2. Literature Review
2.1 Brand Ambassador
The word ambassador comes from Latin, ambactus. According to the LSDefine
Dictionary (2024) in more specific terms, ambactus was used for ancient peoples who had
two roles. First, he is a messenger who carries important messages from one person to
another. Second, he is a servant hired by an employer to do work. According to Fisher
Buttinger and Vallaster in Dovbenko (2021) defines brand ambassador as an individual who
acts as a representative of a brand which can be done by customers, celebrities, or
employees. Furthermore, Jacobs in Suleman et al., (2023) brand ambassadors is one of the
marketing strategies that have proven effective in increasing sales if the chosen brand
ambassador has a good impression in the eyes of consumers. Meanwhile, according to
Aisyah (2023), brand ambassadors represent a brand and company through words and
actions, connecting with customers to increase brand awareness, sales, brand trust, and brand
loyalty. To achieve effectiveness in using brand ambassadors, there is a selection process that
is not easy. Even the largest budget can fail if using the wrong brand ambassador. Therefore,
it is important for companies to pay attention to the criteria before choosing a brand
ambassador. Based on several definitions of brand ambassador, it can be concluded that a
brand ambassador is someone who is considered to be able to represent a brand in a positive
way that has been used for decades. Usually companies use celebrities as brand ambassadors
intended to expand market reach, increasing trust, and having a positive impact on profits.

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 2.2 PATER Model
This research used the PATER Model developed by Gupta et al., (2017). The PATER
Model is used to measure the effectiveness of celebrities as brand ambassadors. This model
is a refinement of previous models such as the Source Attractiveness Model by McGuire and
the Source Credibility Model by Ohania so that it is more relevant. Here is an explanation of
of each dimension of PATER Model:
1. Popularity, as brand ambassadors popularity can be determined by several factors such as
the number of fans, performance track record, no controversial image and whether the
celebrity can be a role model for others.
2. Attractiveness, is related to physical appearance, whether the celebrity ambassador is
considered classy, elegant, handsome or beautiful, attractive and a style icon.
3. Trustworthiness, celebrity as a brand ambassador is determined by whether they are
reliable, honest, trustworthy, have integrity, are credible and convincing.
4. Expertise, brand ambassador's expertise must be similar with the company ambassador
requirements, have extensive knowledge or skills, and have a lot of experience.
5. Relevance, determined by whether the celebrity is relevant to the product or brand to be
represented, there is a similarity between the product or brand and the celebrity
(match-up), and must have a must have good connections or relationships with the
company.

3. Material and Method

3.1 Design Study
This research began in January-September 2024. The location of this research is in the
DKI Jakarta. The research uses a descriptive research method with a quantitative. PATER
Model is used to measure and determine the effectiveness of using brand ambassadors. In
this study, the questionnaire was distributed online using a platform Google Forms (g-form).
The population of this research knows Kim Mingyu as the Innisfree brand ambassador, has
purchased Innisfree products, and lives in Jakarta. This study used non-probability sampling
with a purposive sampling technique. The criteria of population in this study is an infinite
population. Therefore, in measuring the sample size, this research used the Lemeshow
Formula. According to Sarstedt et al., (2018) sample calculation:
𝑧 2 𝑝 ⋅ (1 − 𝑝)
𝑛=
𝑑2

(1,645)2 . 0,5 ⋅ (1 − 0,5)

𝑛=
(0,05)2

2,706025 . 0,25
𝑛=
0,0025

0.67650625
𝑛=
0,025

𝑛 = 270,6025
From this calculation, the value of n or the sample to be used is 270.6 which is then rounded
up to 271 respondents.
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3.2 Data Analysis
3.2.1 Analysis Descriptive
According to Sugiyono (2022), analysis descriptive is used to analyze data by
describing or representing the data that has been collected without intending to make
conclusions that apply to the public or generalizations. Descriptive analysis to measure and
describe the effectiveness of using brand ambassadors on South Korean beauty products. In
this study, used four respondent criteria scores and respondent achievement level.

Table 2. Respondent Criteria Score

No Criteria Score Brand Ambassador Effectiveness
1 0 - 25% Very Bad
2 26 - 50% Bad
3 51 - 75% Good
4 76-100% Very Good

3.2.2 Average Score

According to Ahyar et al., (2020) in descriptive statistics to present data is in the form of
used average (mean). Mean is a value that represents data and has been used in several
studies to summarize data. The formula for calculating the average is:

Description:
X = mean
fi = frequency
wi = weight
To determine the position of the respondent response using the scale range. The scale
used in this research is likert-type scale. Likert-type (four point) used to eliminate the answer
category in the middle because it has a double meaning (undeciden), tendency to choose the
answer to the middle (central tendency effect), and is used to see the tendency of
respondents' opinions towards agreeing or disagreeing. So the scale range calculation is:
𝑅 (𝑏𝑜𝑏𝑜𝑡)
𝑅𝑆 = 𝑀
4−1
𝑅𝑆 = 4
𝑅𝑆 = 0, 75

From these calculations, the decision position becomes:

Based on the calculations above, scale range used to analyze the average assessment of the
effectiveness of using brand ambassadors.

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 Table 3. Scale Range
No Criteria Scale Range Brand Ambassador Effectiveness
1 1,00 - 1,75 Very Ineffective
2 1,76 - 2,50 Not Effective
3 2,51 - 3,25 Effective
4 3,26 - 4,00 Very Effective
Source: Tripiawan et al., (2019)

4. Result
4.1 Respondent Profile
The respondent profile aims to find out the general description of the characteristics of
the respondents. In this study, the characteristics of the respondents are divided into several
groups, based on gender, age, domicile, education, occupation, and purchase history. These
are the characteristics of the respondents in this study:
Table 4. Respondent Characteristics
Respondent Characteristics Frequency Percentage
Gender
Female 260 95,9%
Male 11 4,1%
Age
15 - 20 years 85 31,4%
21 - 25 years 96 35,4%
26 - 30 years 43 15,9%
31 - 35 years 32 11,8%
36 - 40 years 15 5,5%
Domicile
Jakarta Pusat 24 8,9%
Jakarta Barat 93 34,4%
Jakarta Utara 29 10,7%
Jakarta Selatan 67 24,7%
Jakarta Timur 53 19,6%
Kepulauan Seribu 5 1,8%
Education
Junior High School 2 0,7%
Senior High School 173 63,7%
Diploma 31 11,5%
Bachelor 60 22,2%
Master 5 1,9%
Occupation
Student 187 69%
Civil Servant 21 7,7%
Private Sector Employee 47 17,3%
Others 16 6,0%

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 Purchase History
In the last one months 35 13%
1 – 3 months ago 73 26,9%
4 – 6 months ago 112 41,3%
> One year ago 51 18,8%
Source: Processed by researchers (2024)

Based on Table 4, it was found that the respondents in this study were mostly women.
Based on age, dominated by 15-20 year age, as many as 96 respondents. Most of the
respondents domiciled in Jakarta Barat with 93 respondents. Then based on the last level of
education, it was senior high school, as many as 173. The characteristics of respondents
based on their occupation are 69% dominated by students. Based on the history of purchasing
Innisfree products, respondents were in the past four to six months.

4.1 Validity and Reliability Test

Validity test using Pearson Product Moment. The results of the validity test of the
research instrument are valid by comparing the r𝑐𝑜𝑢𝑛𝑡 > r𝑡𝑎𝑏𝑙𝑒.

Table 5. Validity Test

Dimension Item r-𝑐𝑜𝑢𝑛𝑡 r-𝑡𝑎𝑏𝑙𝑒 Description
Popularity Item 1 0,609 0,1192 Valid
Item 2 0,635 0,1192 Valid
Item 3 0,607 0,1192 Valid
Item 4 0,671 0,1192 Valid
Item 5 0,689 0,1192 Valid
Attractiveness Item 6 0,703 0,1192 Valid
Item 7 0,659 0,1192 Valid
Item 8 0,654 0,1192 Valid
Item 9 0,660 0,1192 Valid
Item 10 0,704 0,1192 Valid
Trustworthiness Item 11 0,787 0,1192 Valid
Item 12 0,696 0,1192 Valid
Item 13 0,601 0,1192 Valid
Item 14 0,717 0,1192 Valid
Expertise Item 15 0,794 0,1192 Valid
Item 16 0,736 0,1192 Valid
Item 17 0,776 0,1192 Valid
Relevance Item 18 0,816 0,1192 Valid
Item 19 0,773 0,1192 Valid
Item 20 0,788 0,1192 Valid
Source: Processed by researchers (2024)

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 Reliability test is used to measure research instrument consistency answers. The method
for the reliability test used is Cronbach's Alpha. The research instrument is said to be valid if
Cronbach's Alpha value > 0.60
Table 6. Reliability Test
Dimension ɑ value Description
Popularity 0,642 Reliabel
Attractiveness 0,703 Reliabel
Trustworthiness 0,650 Reliabel
Expertise 0,652 Reliabel
Relevance 0,700 Reliabel
Source: Processed by researchers (2024)
4.2 Descriptive Analysis
The popularity dimension has an average percentage 96.36%. According to the criteria
score, it is included in the “Very Good” category (76%-100%). With these results, Kim
Mingyu as Innisfree brand ambassador has a non-controversial public image and is liked by
many people. His warm and friendly personality makes him easily accepted by various
groups, and his dedication strengthens his position as an Innisfree brand ambassador who can
be a role model. Based on the table, the calculation of the average popularity dimension is
3.58 it is in the range of 3,26-4.00, so the popularity dimension is included in the "Very
Effective" category. This means that when viewed from the popularity dimension, the use of
the brand ambassador by Innisfree is effective.
Table 7. Frequency of Answers to Popularity Dimensions
No Statement Alternative Answers
STS TS S SS
Kim Mingyu as Innisfree's brand Wi 1 2 3 4
1.
ambassador has many fans Fi 2 11 73 185
ΣWiFi 983
% 0,7 4,1 26,9 68,3
Total 13 258
4,8% 95,2%
Average 3,63
Kim Mingyu as Innisfree's brand Wi 1 2 3 4
2.
ambassador has a good track record Fi 1 10 82 178
ΣWiFi 979
% 0,37 3,69 30,26 65,68
Total 11 260
4,06% 95,94%
Average 3,61
I feel that Kim Mingyu is a pleasant Wi 1 2 3 4
3.
person Fi 1 8 121 141
ΣWiFi 944
% 0,4 3,0 44,6 52,03
Total 9 262
3,4% 96,6%
Average 3,48

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 Kim Mingyu has a non-controversial Wi 1 2 3 4
4.
public image and is liked by many Fi 2 6 76 187
people ΣWiFi 990
% 0,7 2,2 28 69
Total 8 263
2,95% 97,05%
Average 3,65
Kim Mingyu as Innisfree's brand Wi 1 2 3 4
5.
ambassador can be a role model Fi 1 7 112 151
ΣWiFi 955
% 0,4 2,6 41,3 55,7
Total 8 263
3% 97%
Average 3,58
Average Percentage 3,64% 96,36%

Average Dimension 3,58

The attractiveness dimension has five statements. The average percentage of answers
that agree and strongly agree is 96.08%. According to the criteria score, it is included in the
“Very Good” category (76%-100%). This explains that it can be seen that Kim Mingyu as the
Innisfree brand ambassador has a classy, attract attention, and stylish. Every time he appears
in public, Kim Mingyu is able to show an aura of professionalism because it is supported by
his appearance. Based on the table, the calculation of the average attractiveness dimension is
3.51 compared to criteria scale range, it is in the scale range of 3,26-4.00 so that the
attractiveness dimension is included in the "Very Effective" category. This means that based
on attractiveness dimension, the use of Innisfree brand ambassadors is very effective.
Table 8. Frequency of Answers to Attractiveness Dimensions
No Statement Alternative Answers
STS TS S SS
Kim Mingyu as Innisfree's brand Wi 1 2 3 4
1.
ambassador has a classy appearance Fi 5 5 92 169
ΣWiFi 967
% 1,85 1,85 33,94 62,36
Total 10 261
3,7% 96,3%
Average 3,57
Kim Mingyu as Innisfree's brand Wi 1 2 3 4
2.
ambassador has an elegant Fi 4 8 143 116
appearance ΣWiFi 913
% 1,48 2,95 52,77 42,80
Total 12 259
4,4% 95,6%
Average 3,37

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 Kim Mingyu is a handsome Innisfree Wi 1 2 3 4
3.
brand ambassador Fi 4 12 67 188
ΣWiFi 981
% 1,5 4,4 24,7 69,4
Total 16 255
5,9% 94,1%
Average 3,62
Kim Mingyu attract attention as Wi 1 2 3 4
4.
Innisfree brand ambassador Fi 5 6 70 190
ΣWiFi 987
% 1,85 2,21 25,83 70,11
Total 11 260
4,1% 96,9%
Average 3,36
Kim Mingyu is Innisfree stylish Wi 1 2 3 4
5.
brand ambassador Fi 7 4 144 116
ΣWiFi 911
% 2,6 1,5 53,1 42,8
Total 11 260
4,1% 96,9%
Average 3,36
Average Percentage 3,92% 96,08%

Average Dimension 3,51

The results of the trustworthiness dimension showed an average percentage of 95.76%.

According to the criteria score, it is included in the “Very Good” category (76%-100%). With
these results, it is proven that Kim Mingyu is an Innisfree brand ambassador who can be
trusted to represent Innisfree, reliable, and honest in making statements about Innisfree.
Based on the results, the average trustworthiness dimension is 3.55 included in criteria scale
range 3,26-4.00, so the category of trustworthiness dimension is "Very Effective". The very
effective category is supported by statement number four which results 3.69 the statement
"Kim Mingyu is a brand ambassador trustworthy to represent Innisfree" and also supported
by item number one with the statement "Kim Mingyu is reliable as Innisfree's brand
ambassador" with an average 3.68.
Table 9. Frequency of Answers to Trustworthiness Dimensions
No Statement Alternative Answers
STS TS S SS
1. Kim Mingyu is reliable as Innisfree's Wi 1 2 3 4
brand ambassador Fi 5 7 57 202
ΣWiFi 998
% 1,85 2,58 21,03 74,54
Total 12 259
4,4% 95,6%
Average 3,68
2. Kim Mingyu is a brand ambassador Wi 1 2 3 4
who is honest in giving statements Fi 4 8 101 158
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 about Innisfree ΣWiFi 955
% 1,48 2,95 32,27 58,30
Total 12 259
4,4% 85,6%
Average 3,52
3. Kim Mingyu is a brand ambassador Wi 1 2 3 4
who is sincere in conveying Fi 6 8 154 103
messages about Innisfree ΣWiFi 896
% 2,2 3,0 56,8 38,0
Total 14 257
5,2% 94,8%
Average 3,31
4. Kim Mingyu is a brand ambassador Wi 1 2 3 4
trustworthy to represent Innisfree Fi 3 5 65 198
ΣWiFi 1000
% 1,1 1,8 24,0 73,1
Total 8 263
2,9% 97,1%
Average 3,69
Average Percentage 4,24% 95,76%
Average Dimension 3,55
The expertise dimension has three statements. The average percentage of answers that
agree and strongly agree is 92.13%. According to the criteria score, it is included in the “Very
Good” category (76%-100%). The highest percentage contribution is in statement item
number one with the statement "Kim Mingyu has met the requirements as an Innisfree brand
ambassador.". The same percentage result is also found in statement item number three. With
these results, it can be concluded that out of 271 respondents, 252 respondents agreed that
Kim Mingyu had met the requirements as an Innisfree brand ambassador and agreed that
Kim Mingyu is an Innisfree brand ambassador who has extensive knowledge. Based on the
table of results, the average expertise dimension is 3.49 it is in the range of 3,26-4.00, so the
expertise dimension is included in the "Very Effective" category. It can be concluded from
the expertise dimension, the use of brand ambassadors by Innisfree is very effective.
Table 10. Frequency of Answers to Expertise Dimensions
Statement Alternative Answers
No
STS TS S SS
1. Kim Mingyu has met the Wi 1 2 3 4
requirements as an Innisfree brand Fi 8 11 64 188
ambassador. ΣWiFi 974
% 3,0 4,0 23,6 69,4
Total 19 252
7,0% 83%
Average 3,59
2. Kim Mingyu is an experienced Wi 1 2 3 4
Innisfree brand ambassador. Fi 7 19 96 149
ΣWiFi 929
% 2,6 7,0 35,4 55,0

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 T Total 26 245
9,6% 90,4%
Average 3,43
3. Kim Mingyu is an Innisfree brand Wi 1 2 3 4
ambassador who has extensive Fi 7 12 106 146
knowledge. ΣWiFi 933
% 2,6 4,4 39,1 53,9
Total 19 252
7,0% 93%
Average 3,44
Average Percentage 7,87% 92,13%
Average Dimension 3,49

The last dimension is relevance. Based on the table, the average percentage is 90.2%.
According to the criteria score, it is included in the “Very Good” category (76%-100%). In
the relevance dimension, the highest percentage is in statement item number three. Then the
second highest percentage is in item number one. These results show that Kim Mingyu as
Innisfree's brand ambassador is relevant and has a good relationship with Innisfree. Kim
Mingyu's relevance as a brand ambassador is because Kim Mingyu has interests, expertise, or
influence in the same field as the products offered by Innsifree. In addition, Kim Mingyu as a
brand ambassador has a good relationship with Innisfree. A good relationship can reach
common goals, harmonious synergy and will result in long-term collaboration. Based on the
table, the average calculation result of the relevance dimension is 3.45 it is in the range of
3,26-4.00, so the relevance dimension is included in the "Very Effective" category. This
shows that when viewed from the relevance dimension, the use of brand ambassadors by
Innisfree has been effective.
Table 11. Frequency of Answers to Relevance Dimensions
No Statement Alternative Answers
STS TS S SS
Wi 1 2 3 4
1. In my opinion, Kim Mingyu is a
brand ambassador who is relevant to Fi 6 16 96 153
Innisfree ΣWiFi 938
% 2,2 5,9 35,4 56,5
Total 22 249
8,1% 91,9%
Average 3,46
Wi 1 2 3 4
2. In my opinion, Kim Mingyu is a
brand ambassador who has Fi 9 28 104 130
similaritiy with Innisfree products ΣWiFi 897
% 3,3 10,3 38,4 48
Total 37 234
13,6% 86,4%
Average 331
In my opinion, Kim Mingyu as a Wi 1 2 3 4
3.
brand ambassador has a meaningful Fi 8 13 65 185
link with Innisfree ΣWiFi 969
% 2,95 4,8 23,98 68,27
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 Total 21 250
7,7% 92,3%
Average 3,58
Average Percentage 9,8% 90,2%

Average Dimension 3,45

After knowing the average dimension of the five dimensions, the next step is to find out
the final average by calculating the overall dimensions. The results of the average score
calculation obtained from the sum of the average dimensions (mean). The results obtained are
3.52 in the range of 3,26–4.00 therefore it is included in the category “Very Effective”. The
effectiveness of using Kim Mingyu as a brand ambassador for Innisfree included in the “Very
Effective” category.
Table 11. Brand Ambassador Average Score
PATER DIMENSION
Popularity Attractiveness Trustworthiness Expertise Relevance
3,58 3,51 3,55 3,49 3,45
(Very Effective) (Very Effective) (Very Effective) (Very Effective) (Very Effective)

3,58+3,51+3,55+3,49+3,45
Mean = = 3,52
5

5. Discussion
This study aims to the theoretical understanding of the use of brand ambassadors in
South Korean beauty products using the PATER model. The PATER Model is a refinement of
previous models such as the Source Attractiveness Model by McGuire and the Source
Credibility Model by Ohania so that it is more relevant for use today. The results of the study
indicate that the effectiveness of the use of brand ambassadors seen from the five dimensions
of PATER (Popularity, Attractiveness, Trustworthiness, Expertise and Relevance) is included
in the very effective category.

6. Conclusion, Implication, and Recommendation

6.1 Conclusion
The study was conducted by distributing questionnaires to 271 respondents through
Google Forms. Based on the results of the study, the effectiveness of using brand
ambassadors in South Korean beauty products that have been measured from each dimension
of PATER (popularity, attractiveness, trustworthiness, expertise and relevance) is included in
the very effective category. From the five dimensions, the highest effectiveness results are the
dimension popularity, second trustworthiness, third attractiveness, fourth expertise, and fifth
relevance. The results of the study showed respondents assessed that Kim Mingyu popularity
as an Innisfree brand ambassador was considered to have a non-controversial public image.
Then, Kim Mingyu's appeal is because he has a classy appearance. Kim Mingyu as a brand
ambassador is also considered trustworthy. In addition, the results of the study showed that
respondents considered Kim Mingyu's expertise to have met the requirements as an Innisfree
brand ambassador. In addition, Kim Mingyu also has a good relationship with Innisfree.
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6.2 Implication
Based on the research, the theoretical implication in this study is the effectiveness of the
using brand ambassadors measured with PATER Model. This model is used to analyze the
effectiveness of brand ambassadors or celebrity endorsers for a product or brand. The results
of the analysis show that the five dimensions have been proven to be a measuring tool to
analyze the effectiveness of the use of brand ambassadors in beauty brands. The results in
this study can be used as suggestions and input, especially for South Korean beauty product
brands in using brand ambassadors. Before deciding to use a brand ambassador to represent a
brand, there are several things that need to be considered, companies can use brand
ambassadors from the popularity celebrity that have a non-controversial public image and are
liked by many people so that they can increase credibility in the eyes of consumers and
minimize the risk of the company's reputation. Second, brand ambassador has a classy and
stylish appearance so that it can attract public attention. Third, companies must ensure that
brand ambassadors are trustworthy, reliable, and honest in representing the brand. Fourth,
brand ambassadors must meet the specified requirements and have extensive knowledge.
And the last one is, prioritize brand ambassadors who have a good relationship with the
company. Companies can optimize the positive impact of using brand ambassadors and
ensure that the messages conveyed are well received by the public without any risk of
controversy or negative perception. In addition, the findings in this study can be used in
companies to increase the effectiveness of marketing campaigns, strengthen brand image,
and ultimately support sustainable business growth.

6.3 Recommendation
Based on the conclusions that has been obtained, the following researchers’
recommendations and suggestions for further research:
a. Future research can use populations and samples from wider or diverse areas to
obtain new results and findings that can be applied more widely.
b. To gain a more comprehensive understanding in researching the effectiveness of
using brand ambassadors, further researchers can explore or use other models such as
the Source Attractiveness Model developed by McGuire, the Source Credibility
Model developed by Roobina Ohanian or the TEARS Model developed by Terence
Shimp. In addition, further researchers can consider using mixed methods
(quantitative and qualitative) that allow for deeper exploration of the variables
studied.
c. Further research can explore the effectiveness of using brand ambassadors in other
categories or industries such as fashion, food and beverages, automotive, banking or
technology.
d. Further researchers will prepare the duration of the research by making a schedule so
time management is better, collecting additional data such as credible source
databases from the government or companies, so they can conduct a more in-depth
and comprehensive analysis.

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