The impact of brand ambassadors and brand personality on brand image through brand trust mediation: evidence from Indonesian Cosmetics industry
Keywords:
brand ambassador, brand personality, brand image, brand trust.
Abstract
This study aims to analyze the influence of brand ambassadors and brand personality on brand image, with brand trust as a mediating variable, for Wardah Cosmetic products in Tanah Datar Regency. This research is motivated by the decline in Wardah's brand index, which is suspected to be related to the effectiveness of brand ambassadors and the consistency of brand personality. Data was collected through a survey of 250 respondents using a 1-5 Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with Smart-PLS software. The results showed that: (1) brand ambassadors have a significant influence on Wardah's brand image in Tanah Datar Regency, (2) brand ambassadors have a significant influence on Wardah's brand trust in Tanah Datar Regency, (3) brand personality has a significant influence on Wardah's brand image in Tanah Datar Regency, (4) brand personality has a significant influence on Wardah's brand trust in Tanah Datar Regency, and (5) brand trust has a significant influence on Wardah's brand image in Tanah Datar Regenc.
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References
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Juhaidi, A., Syaifuddin, Salamah, Ma’ruf, H., Yuseran, M., Shapiah, Janah, R., Mudhiah, Saputri, R. A., Muharramah, N., Fuady, M. N., Ramadan, W., and Lisdariani, R. "The Effect of Brand Personality, Brand-Self Congruity, and Brand Love on E-WOM in Islamic Higher Education in Indonesia: A Mediating Effect of Brand Trust." Social Sciences and Humanities Open, 10 (May), 100955. https://doi.org/10.1016/j.ssaho.2024.100955. 2024.
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Kharisma, E. S. "The Influence of Brand Image and Brand Ambassador Credibility of Song Joong Ki on Brand Loyalty for Scarlett Whitening Products." 9 (2), 1259–1263. 2022.
Konuk, F. A. "The Moderating Impact of Taste Award on the Interplay Between Perceived Taste, Perceived Quality, and Brand Trust." Journal of Retailing and Consumer Services, 63 (June), 102698. https://doi.org/10.1016/j.jretconser.2021.102698. 2021.
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Kumparan.com. "Ayana Moon, Korean Muslim Who Became Wardah’s Spokesperson." https://kumparan.com/kumparanstyle/ayana-moon-muslimah-korea-yang-jadi-spokesperson-wardah/1. 2018.
Kurniawati, Putri. "Structural Equation Modeling (SEM) Based on Variance." Universitas Nusantara PGRI Kediri (Vol. 01). 2017.
Maghfirah, V., and Suyono, S. "The Influence of Brand Ambassador and Brand Image on Purchase Decision of Erigo Products among Universitas Trunojoyo Students." Jurnal Ilmiah Manajemen dan Bisnis (JIMBis). 2 (3), 259–271. https://doi.org/10.24034/jimbis.v2i3.5985. 2023.
Murti, A., Amalia, R., Cintani, D., and Roikhan, M. S. "The Influence of Online Consumer Reviews and Brand Ambassador on Wardah’s Brand Image." Jurnal Manajemen Indonesia.
Aditya Wardhana, S.E., M.M., M.S. "Brand Image and Brand Awareness. Brand Marketing: The Art of Branding." January. 2020.
Al Mamun, A., Naznen, F., Yang, Q., Ali, M. H., and Hashim, N. M. H. N. "Modeling the Significance of Celebrity Endorsement and Consumer Interest on Attitude, Purchase Intention, and Willingness to Pay a Premium Price for Green Skincare Products." Heliyon. 9 (6), e16765. https://doi.org/10.1016/j.heliyon.2023.e16765. 2023.
Alzate, M., Arce-Urriza, M., and Cebollada, J. "Mining the Text of Online Consumer Reviews to Analyze Brand Image and Brand Positioning." Journal of Retailing and Consumer Services. 67 (March), 102989. https://doi.org/10.1016/j.jretconser.2022.102989. 2022.
Analisa. "The Influence of Brand Ambassador and Brand Personality on Purchase Decisions of Korean Skincare (Aloevera) (A Study on Economics Faculty Students, Universitas Negeri Makassar)." 1–16. 2021.
António Cardoso, Auguste Paulauskaitė, Hajar Hachki, Jorge Figueiredo, Isabel Oliveira, Reiville Rêgo, Rui Silva, and Galvão Meirinhos. "Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional Trust." J. Open Innov. Technol. Mark. Complex. 8, 104. https://doi.org/10.3390/joitmc8030104. 2022.
Arabela and Hanifa. "The Influence of NCT 127 as Brand Ambassador on Purchase Decision through Brand Trust on E-commerce Blibli.com." Jurnal EK dan BI, Volume 6, Issue 1, June. https://doi.org/10.37600/ekbi.v6i1.866. 2023.
Ardhiyansyah, A. "The Influence of Brand Ambassador on Brand Image on Indonesian E-commerce." SENMABIS: Conference Series, Vol. 1, No. 1 (June): 38-44. 2021.
Beritasatu.com. "Exploring Beauty Standards Across Generations." https://www.beritasatu.com/news/596815/mengintip-standar-kecantikan-di-setiap-generas. 2020.
Beautynesia.id. "10 Top-Selling Beauty Brands for Eid 2024, with Many Local Products Favored!" https://www.beautynesia.id/beauty/10-brand-kecantikan-terlaris-jelang-lebaran-2024-produk-lokal-banyak-jadi-favorit/b-288464. 2024.
Calderón-Fajardo, V., Molinillo, S., Anaya-Sánchez, R., and Ekinci, Y. "Brand Personality: Current Insights and Future Research Directions." Journal of Business Research. 166 (May). https://doi.org/10.1016/j.jbusres.2023.114062. 2023.
Dinata, J., and Firdausy, C. M. "The Influence of Brand Image and Brand Personality on Brand Loyalty with Brand Trust as a Mediating Variable for The Body Shop Customers in Jakarta." Jurnal Manajerial dan Kewirausahaan. 5 (4), 979–988. https://doi.org/10.24912/jmk.v5i4.26967. 2023.
Fauzi, Andhi. "The Influence of Brand Experience and Brand Image on Brand Loyalty with Brand Trust as an Intervening Variable." https://doi.org/10.30630/jipb.v15i1.1071. 2023.
Firmansyah, Anang. "Product and Brand Marketing (Planning and Strategy)." 2019.
Fouratama, F. "The Influence of Brand Image on Purchase Decision." Journal of Business Administration, 56 (1), 207-215, 3 (1), 128. 2019.
Gita and Imanuddin. "The Influence of Brand Credibility, Brand Personality, and Beauty Vlogger Endorsement on Purchase Intention with Brand Image as an Intervening Variable (A Case Study on Make Over Product Consumers in Bandung)." Menara Ekonomi, ISSN: 2407-8565; E-ISSN: 2579-5295, Volume VI No. 1. 2020.
Hakim, S., Bhawika, G. W., and Agustin, H. "Analyzing Brand Positioning and Brand Image of Smartphone Brands in Indonesia by Mining Online Reviews." Procedia Computer Science. 234, 318–332. https://doi.org/10.1016/j.procs.2024.03.006. 2024.
Hanaysha, J. R. "Impact of Social Media Marketing Features on Consumer’s Purchase Decision in the Fast-Food Industry: Brand Trust as a Mediator." International Journal of Information Management Data Insights. 2 (2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102. 2022.
Hera. "The Influence of Brand Image and Brand Ambassador on Purchase Decision through Brand Trust as an Intervening Variable." Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS), Vol. 4, No. 3, February, pp. 877−884, ISSN 2685-869X (online). https://doi.org/10.47065/ekuitas.v4i3.2810. 2023.
Indonesia.go.id. "The Flourishing of Indonesia’s Cosmetics Industry." https://indonesia.go.id/kategori/editorial/7984/kinclong-industri-kosmetik-tanah-air?lang=1. 2024.
Intan and Pramitha. "The Influence of BTS as Brand Ambassador on Samsung’s Brand Image in Bandung." e-Proceeding of Management, Vol. 9, No. 4, August. 2022.
Juhaidi, A., Syaifuddin, Salamah, Ma’ruf, H., Yuseran, M., Shapiah, Janah, R., Mudhiah, Saputri, R. A., Muharramah, N., Fuady, M. N., Ramadan, W., and Lisdariani, R. "The Effect of Brand Personality, Brand-Self Congruity, and Brand Love on E-WOM in Islamic Higher Education in Indonesia: A Mediating Effect of Brand Trust." Social Sciences and Humanities Open, 10 (May), 100955. https://doi.org/10.1016/j.ssaho.2024.100955. 2024.
Jung, J., Kim, S. J., and Kim, K. H. "Sustainable Marketing Activities of Traditional Fashion Market and Brand Loyalty." Journal of Business Research, 120 (April), 294–301. https://doi.org/10.1016/j.jbusres.2020.04.019. 2020.
Karina, P. A. W., and Dini, S. F. "The Influence of Yasmin Napper as Brand Ambassador on Wardah Cosmetics Brand Image." e-Proceeding of Management. 2023.
Kharisma, E. S. "The Influence of Brand Image and Brand Ambassador Credibility of Song Joong Ki on Brand Loyalty for Scarlett Whitening Products." 9 (2), 1259–1263. 2022.
Konuk, F. A. "The Moderating Impact of Taste Award on the Interplay Between Perceived Taste, Perceived Quality, and Brand Trust." Journal of Retailing and Consumer Services, 63 (June), 102698. https://doi.org/10.1016/j.jretconser.2021.102698. 2021.
Krejcie, R., V. Morgan, and W., D. “Determining Sample Size for Research Activities.” Educational and Psychological Measurement. International Journal of Employment Studies, 18 (1), 89–123. 1960. 1970.
Kumparan.com. "Ayana Moon, Korean Muslim Who Became Wardah’s Spokesperson." https://kumparan.com/kumparanstyle/ayana-moon-muslimah-korea-yang-jadi-spokesperson-wardah/1. 2018.
Kurniawati, Putri. "Structural Equation Modeling (SEM) Based on Variance." Universitas Nusantara PGRI Kediri (Vol. 01). 2017.
Maghfirah, V., and Suyono, S. "The Influence of Brand Ambassador and Brand Image on Purchase Decision of Erigo Products among Universitas Trunojoyo Students." Jurnal Ilmiah Manajemen dan Bisnis (JIMBis). 2 (3), 259–271. https://doi.org/10.24034/jimbis.v2i3.5985. 2023.
Murti, A., Amalia, R., Cintani, D., and Roikhan, M. S. "The Influence of Online Consumer Reviews and Brand Ambassador on Wardah’s Brand Image." Jurnal Manajemen Indonesia.
Published
2025-07-08
How to Cite
Tardi, Y. E. C., & Septrizola, W. (2025). The impact of brand ambassadors and brand personality on brand image through brand trust mediation: evidence from Indonesian Cosmetics industry. Marketing Management Studies, 5(2), 176-184. https://doi.org/10.24036/mms.v5i2.598
Section
Articles
