THE INFLUENCE OF BRAND AMBASSADOR, BRAND IMAGE, AND PRICE ON PURCHASE DECISIONS OF CLORISMEN PRODUCTS: EVIDENCE FROM INDONESIAN MALE CONSUMERS IN THE EMERGING MEN'S SKINCARE MARKET
Abstract
The Indonesian men's skincare market has grown rapidly, yet the determinants of male consumers' purchase decisions remain underexplored compared with the women's segment. This study aims to empirically examine the influence of brand ambassador, brand image, and price on the purchase decision of Clorismen, a pioneering local male skincare brand in Indonesia, drawing on contemporary source credibility perspectives and the Stimulus Organism Response (SOR) framework. A quantitative explanatory design was employed. Data were collected from 70 active male undergraduate students at Universitas Al-Azhar Indonesia who had purchased Clorismen products, selected through purposive sampling. The instrument was tested for validity and reliability, and the hypotheses were analysed using multiple linear regression with classical assumption tests. The results reveal that brand ambassador has a positive and significant effect on purchase decisions; brand image has no significant effect; price has a positive and significant effect; and the three variables jointly explain 53.2% of the variance in purchase decisions. This study contributes to the limited body of knowledge on male grooming consumption in Muslim majority emerging markets by integrating contemporary source credibility and stimulus response perspectives. It also offers actionable implications for local skincare brands competing against established multinational players. Marketers of male skincare in Indonesia should prioritise credible, relatable brand ambassadors and competitive price-value positioning rather than relying solely on conventional brand-image building.
References
Aji, S. W., Hidayah, F. N., & Sijabat, R. (2024). Pengaruh citra merek, harga, dan kualitas produk terhadap keputusan pembelian: Studi kasus pada mahasiswa Manajemen Universitas PGRI Semarang Angkatan 2021. Jurnal Ekonomi dan Bisnis, 2(7), 761–769.
Arsyad, M. R. P. S. (2022). Pengaruh harga dan kualitas pelayanan terhadap kepuasan pelanggan. Jurnal Mirai Management, 7(3), 183–197.
Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585–593.
Dewi, W. W. A., Febriani, N., Destrity, N. A., Tamitiadini, D., Illahi, A. K., Syauki, W. R., Avicenna, F., Avina, D. A. A., & Prasetyo, B. D. (2022). Teori perilaku konsumen. Universitas Brawijaya Press.
Ghadani, A., Muhar, A. M., & Sari, A. I. (2022). Pengaruh brand ambassador dan brand image terhadap keputusan pembelian di Shopee dengan mediasi brand awareness. Insight Management Journal, 2(3), 110–118.
Handayani, M. R. D. Y. (2022). Pengaruh brand ambassador, brand image, dan promosi di media Instagram terhadap keputusan pembelian pada beauty produk skincare Bening's di Kota Surabaya. EKONIKA: Jurnal Ekonomi Universitas Kadiri, 7(2), 334. https://doi.org/10.30737/ekonika.v7i2.3220
Hasanah, A., Setyowati, T., & Nursaidah, N. (2022). Pengaruh brand ambassador, brand image, dan product quality terhadap keputusan pembelian produk skincare MS Glow di Kabupaten Jember. Growth, 21(1), 12. https://doi.org/10.36841/growth-journal.v20i1.2021
Lestari, A. T., & Cahya, S. B. (2023). Pengaruh brand ambassador Korea Lee Minho, kualitas produk, dan persepsi harga terhadap keputusan pembelian Sunscreen Azarine. Jurnal Pendidikan Tata Niaga (JPTN), 11(2), 174–186.
Mayanfa'uni Al Ilhami, S., & Hendrastomo, G. (2020). Perawatan kulit wajah sebagai gaya hidup laki-laki. E-Societas: Jurnal Pendidikan Sosiologi, 9(3).
Prayogo, G. A., & Rubiyanti, R. N. (2023). Pengaruh brand positioning dan brand image terhadap purchase intention pada Official Store Kahf di Tokopedia. JIIP–Jurnal Ilmiah Ilmu Pendidikan, 6(7), 5127–5136.
Purwati, A., & Cahyanti, M. M. (2022). Pengaruh brand ambassador dan brand image terhadap minat beli yang berdampak pada keputusan pembelian. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 11(1), 32–46.
Rahmadin, D. U., & Dalimunte, A. A. (2022). Pengaruh harga, kualitas pelayanan, dan brand ambassador terhadap keputusan pembelian produk BTS Meal oleh konsumen Muslim. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 7(3), 604–621.
Ramadhani, F. (2022). 10 top brand sabun wajah pria brightening di Shopee dan Tokopedia periode. Kompas Dashboard.
Riyanto, B., Nasution, U. C. M., & Mulyati, A. (2024). Pengaruh brand image dan green marketing terhadap kepuasan konsumen produk skincare NPure di Surabaya. GEMAH RIPAH: Jurnal Bisnis, 4(02), 32–43.
Safitri, J. (2020). Analisis pengaruh duta merek, citra merek, dan kualitas produk terhadap keputusan pembelian Wardah (Studi kasus mahasiswi Universitas Islam Indonesia).
Septian, V. D. W. I. (2023). Pengaruh pemilihan brand ambassador dan brand image iklan kopi Good Day terhadap keputusan pembelian di Kota Semarang.
Sopiyan, P. (2019). Pengaruh strategi harga dan visual merchandising terhadap keputusan pembelian online. Jurnal Inspirasi Bisnis dan Manajemen, 3(2), 193.
Supu, L. P., Lumanauw, B., & Poluan, J. G. (2021). Pengaruh harga produk, promosi, dan kualitas produk terhadap keputusan pembelian konsumen pada produk smartphone Samsung di Manado. Jurnal EMBA, 9(3), 919–928.
Wahyuni, S., & Pardamean, J. (2016). Pengaruh iklan, harga dan kualitas layanan terhadap keputusan pembelian Kartu Simpati di Institute Perbanas. Jurnal Studi Manajemen dan Bisnis, 3(1), 13–30.
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Building influencers' credibility on Instagram: Effects on brand attitude and recommendation. Journal of Retailing and Consumer Services, 61, 102585. https://doi.org/10.1016/j.jretconser.2021.102585
BPS – Badan Pusat Statistik. (2023). Hasil sensus penduduk 2020 dan proyeksi penduduk Indonesia. Jakarta: Badan Pusat Statistik.
Cosmetics Business. (2024). Top male grooming trends of 2025: Euromonitor reports global category at USD 61.3 billion with 6.4% growth. Cosmetics Business Report. https://cosmeticsbusiness.com
Djafarova, E., & Bowes, T. (2021). 'Instagram made me buy it': Generation Z impulse purchases in the fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
Grand View Research. (2023). Men's skincare products market size, share & trends analysis report, 2023–2030. Grand View Research, Inc.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE Publications.
Hawkins, M. A., & Saleem, F. Z. (2024). Influencer advertising: Facilitating poor-fitting influencer posts. Management Decision, 62(1), 200–218. https://doi.org/10.1108/MD-02-2023-0261
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: A literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327–375. https://doi.org/10.1080/02650487.2020.1836925
Huwaida, L. A., Yusuf, A., Satria, A. N., Darmawan, M. A., Ammar, M. F., Yanuar, M. W., Hidayanto, A. N., & Yaiprasert, C. (2024). Generation Z and Indonesian social commerce: Unraveling key drivers of their shopping decisions. Journal of Open Innovation: Technology, Market, and Complexity, 10(2), 100256. https://doi.org/10.1016/j.joitmc.2024.100256
Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of electronic word of mouth communications on intention to buy: A meta-analysis. Information Systems Frontiers, 22(5), 1203–1226. https://doi.org/10.1007/s10796-019-09924-y
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson Education.
Kumar, S., Rajaguru, R., & Yang, L. (2024). Investigating how brand image and attitude mediate consumer susceptibility to eWOM and purchase intention: Comparing enterprise-owned vs. third-party online review websites using multigroup analysis. Journal of Retailing and Consumer Services, 81, 104051. https://doi.org/10.1016/j.jretconser.2024.104051
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226–251. https://doi.org/10.1007/s11747-021-00829-4
Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2025). A meta-analysis of the effectiveness of social media influencers: Mechanisms and moderation. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-025-01107-3
Lou, C. (2022). Social media influencers and followers: Theorization of a trans-parasocial relation and explication of its implications for influencer advertising. Journal of Advertising, 51(1), 4–21. https://doi.org/10.1080/00913367.2021.1880345
Memon, M. A., Ting, H., Cheah, J. H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample size for survey research: Review and recommendations. Journal of Applied Structural Equation Modeling, 4(2), i–xx. https://doi.org/10.47263/JASEM.4(2)01
Roggeveen, A. L., Grewal, D., & Schweiger, E. B. (2020). The DAST framework for retail atmospherics: The impact of in- and out-of-store retail journey touchpoints on the customer experience. Journal of Retailing, 96(1), 128–137. https://doi.org/10.1016/j.jretai.2019.11.002
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product–endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
Statista. (2024). Personal care Indonesia: Market forecast. Statista Market Insights. https://www.statista.com
Gross, J., & von Wangenheim, F. (2022). Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts. Journal of Interactive Advertising, 22(3), 289–310. https://doi.org/10.1080/15252019.2022.2123724
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647
Yasri, Y., Susanto, P., Hoque, M. E., & Gusti, M. A. (2020). Price perception and price appearance on repurchase intention of Gen Y: Do brand experience and brand preference mediate? Heliyon, 6(11), e05532. https://doi.org/10.1016/j.heliyon.2020.e05532
Refbacks
- There are currently no refbacks.
Visitors
View My Stats