Brand Image, Celebrity Endorser, Packaging: Driving Barenbliss Purchase Intent in Surabaya
Abstract
Indonesia’s beauty industry is experiencing rapid growth, driven by increasing public awareness of the importance of appearance and skincare. With a population exceeding 270 million, Indonesia holds substantial market potential, particularly among millennials and Generation Z, who are highly receptive to global beauty trends. Globalization has further facilitated access to international beauty products, including those from South Korea. This study aims to examine the influence of brand image, celebrity endorsers, and product packaging on consumers’ purchase intention toward Barenbliss products in Surabaya. A quantitative approach with a relational-causal method was employed. The study involved 217 respondents selected through purposive sampling based on specific criteria: residing in Surabaya, aged 17 years or older, having purchased and used Barenbliss products, and being aware of the brand’s promotional efforts. Data were collected via a structured questionnaire tested for validity and reliability. The data analysis utilized multiple linear regression. The results reveal that brand image, celebrity endorser, and product packaging have a significant simultaneous and partial influence on consumers’ purchase intention for Barenbliss products in Surabaya.
Downloads
References
Affifah, N. (2021). Pengaruh Desain Kemasan Produk, Kualitas Produk, Citra Daerah Asal Terhadap Kesadaran Merek Dan Dampaknya Terhadap Minat Beli Produk Madu Hutan Di Kalimantan Barat the. Dimensi, 10(NOVEMBER), 687–700.
Apriilya, N., & Ernawati, S. (2022). Pengaruh Kualitas Produk Dan Endorsment Terhadap Minat Beli Di Aroha Kopi. Cahaya Mandalika, 3(2), 86–97.
Clemente-Suárez, V. J., Martínez-González, M. B., Benitez-Agudelo, J. C., Navarro-Jiménez, E., Beltran-Velasco, A. I., Ruisoto, P., Arroyo, E. D., Laborde-Cárdenas, C. C., & Tornero-Aguilera, J. F. (2021). The impact of the covid-19 pandemic on mental disorders. A critical review. International Journal of Environmental Research and Public Health, 18(19). https://doi.org/10.3390/ijerph181910041
Dwi, D. M. (2021). Pengaruh Kualitas Produk, Harga, Diskon, Dan Keputusan Pembelian Online Maharani Prima Skin Care Di Blitar. Jurnal Ekonomi Manajemen Dan Bisnis, 2(1), 8–19.
Fatmahwati, A., & Wijayanto, A. (2024). Pengaruh Celebrity Endorser Dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen Produk Hand and Body Lotion Citra Di Kota Semarang. Jurnal Ilmu Administrasi Bisnis, 13(1), 118–127.
Hani Pebriyani. (2024). Hasil Survei APJII : Pengguna Internet di Indonesia Tembus 221 Juta, Mendominasi Gen Z. Komite.Id. https://www.komite.id/2024/02/06/hasil-survei-apjii-pengguna-internet-di-indonesia-tembus-221-juta-mendominasi-gen-z/
Hanif, J. A. F. M. (2021). Pengaruh Brand Image Dan Celebrity Endorsement Terhadap Minat Beli Dan Keputusan PembelianDengan Minat Beli Sebagai Variabel Intervening (Studi Kasus Pada Pengguna Produk Skincare Ms Glow di Universitas Muhammadiyah Surakarta). Publikasi Ilmiah, 1(1), 1–18.
Justica, A., & Lestari, M. T. (2021). Pengaruh Brand Ambassador NCT 127 Terhadap Brand Image Produk Nu Green Tea. Openlibrarypublications.Telkomuniversity.Ac.Id, 8(3), 9. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/15018
Keller, & L, K. (2020). Strategic brand management: Building, measuring, and managing brand equity. Pearson.
Keller, & Swaminathan, &. (2020). Branding and brand management. Journal of Brand Management, 27(2), 223–247.
Laily, R. N. (2023). Upaya Meningkatkan Purchase Intention melalui Celebrity Endorsement, Perceived Value, dan Keamanan Produk. Universitas Islam Sultan Agung.
Maharani, N. P. (2023). PENGARUH CELEBRITY ENDORSEMENT DAN INTERAKSI PARASOSIAL TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA PRODUK SOMETHINC). Universitas Lampung.
Mulianingsih, S., Hutajulu, D., & Dzakira, R. (2023). Pengaruh Celebrity Endorsement, Minat Beli Dan Citra Merek Terhadap Keputusan Pembelian Produk Implora. Jurnal Ilmiah Multidisiplin, 2(6), 176–184. https://doi.org/10.56127/jukim.v2i6.1179
Peronika, N., Junaidi, & Maryadi, Y. (2020). Pengaruh brand image terhadap minat beli produk kosmetik wardah di kota pagar alam (Studi Pada Masyarakat Pengguna Kosmetika Wardah di Kota Pagar Alam). Jurnal Ekonomia, 10(1), 83–93.
Purbohastuti, A. W., & Hidayah2, A. A. (2021). MENINGKATKAN MINAT BELI PRODUK SHOPEE MELALUI CELEBRITY ENDORSER. Jurnal Bisnis Terapan, 8(1), 37–46. https://journal.ubaya.ac.id/index.php/JIBT/article/view/2480/2205
Ramadhanti, R. D., & Samsudin, A. (2024). Pengaruh Celebrity Endorser, Citra Merek Dan Testimoni TerhadapMinat Beli Produk Somethinc Di Surabaya. Management Studies and Entrepreneurship Journal, 5(2), 4890–4901.
Sahabuddin, R., Arif, H. M., Unde, J. T., Putri, F. A., & Nazirah, A. (2024). Pengaruh Celebrity Endorser Terhadap Minat Beli Produk Skintific Dalam Perspektif Mahasiswa UNM. Jurnal Manajemen, 3(2), 198. https://doi.org/10.26858/jm.v3i2.54692
Septiyadi, A. L., Made, I., & Dirgantara, B. (2021). Pengaruh Atribut Kemasan (Packaging) Terhadap Minat Beli Konsumen Pada Produk Kosmetik Emina. Diponegoro Journal of Management, 10(4), 1–14. http://ejournal-s1.undip.ac.id/index.php/dbr
Sherly, N., Amarul, A., & Supriatna, Y. (2023). Pengaruh Kualitas Produk, Citra Merek, Dan Celebrity Endorser Terhadap Minat Beli Produk MS Glow. Jurnal Inovasi Dan Kreativitas (JIKa), 2(2), 57–63. https://doi.org/10.30656/jika.v2i2.6035
Shihab, N, Siregar, & Y. (2023). Dimensi-dimensi Citra Merek dalam Konteks Pemasaran Kontemporer. Jurnal Pemasaran Modern, 22(2), 99–115.
Tarisah, S. K., Hamda, E. F., Dewi, R., & Saprijal. (2023). Fenomena korean wave (gelombang Korea) pada mahasiswa (studi kasus pada mahasiswa perguruan tinggi al washliyah dan mahasiswa Universitas Bina bangsa Getsampena Banda Aceh). Tanah Pilih, 3(1), 27–37.
Wahyudi, W., & Asnur, L. (2023). Pengaruh Kemasan Terhadap Minat Beli Batiah Bagi Wisatawan Kota Payakumbuh. Jurnal Daya Saing, 9(3), 728–734. https://doi.org/10.35446/dayasaing.v9i3.1467
Widiati, A. (2020). Peranan Kemasan (Packaging) Dalam Meningkatkan Pemasaran Produk Usaha Mikro Kecil Menengah (Umkm) Di “Mas Pack” Terminal Kemasan Pontianak. JAAKFE UNTAN (Jurnal Audit Dan Akuntansi Fakultas Ekonomi Universitas Tanjungpura), 8(2), 67–76. https://doi.org/10.26418/jaakfe.v8i2.40670
Copyright (c) 2025 Nanda Oktavia, Lia Nirawati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
