THE EFFECTS OF BRAND AMBASSADOR, SOCIAL MEDIA MARKETING, AND ADVERTISING CAMPAIGN OF SOMETHINC PRODUCT ON PURCHASE INTENTION (Study on Somethinc Users in Medan City)

The increasing awareness within the community regarding the significance of skincare, especially for the face, has led to a high demand for facial care products, resulting in the emergence of numerous new skincare brands in the market. Among these brands, Somethinc has gained prominence, particularly in Medan City, where it secured the top position in skincare sales on e-commerce platforms in 2022. This research aims to investigate the impact of brand ambassadors, social media marketing, and advertising campaigns for Somethinc products on purchase intention within the Medan City community. The study employs a quantitative research approach with an associative methodology and utilizes SPSS software for data analysis. The research population comprises all members of the community in Medan City who use Somethinc, with a total of 100 respondents as the sample. The findings indicate that the brand ambassador variable has a negative and statistically insignificant effect on purchase intention, while the variables of social media marketing and advertising campaigns have a positive and statistically significant impact. The F-test results reveal that all three independent variables collectively influence the purchase intention of Somethinc products within the Medan City community, explaining 64.9% of the variance.


INTRODUCTION
Indonesia has unmistakably established itself as one of the world's largest consumer markets for skincare and beauty products.The data, as reported on the goodstats.idwebsite in 2022, demonstrates the remarkable growth in the utilization of beauty products throughout Indonesia.In 2021, there was a notable 7% surge in the usage of such products, and this upward trajectory is anticipated to persist until the culmination of 2022.The burgeoning consumption of skincare and beauty products harmoniously aligns with the increase in the number of industry players in this sector within the nation.The period spanning from 2020 to 2022 saw a distinct dominance by local Indonesian manufacturers in the production of skincare and cosmetic products, reflecting the domestic industry's dynamism and the rising awareness of skincare among the populace.
Among the array of local skincare brands that have garnered prominence, Somethinc stands out as a noteworthy player renowned for its exceptional quality.Introduced to the Indonesian market in 2019, Somethinc has swiftly ascended as a key player in the beauty industry.The brand has carefully curated a spectrum of facial and body care products, encompassing an array of essentials such as face wash, sunscreen, serum, moisturizer, as well as cosmetic products like lip serum and lip balm.These offerings are thoughtfully tailored to suit the Indonesian skin type, making them highly accessible to the local populace.The affordability of Somethinc's product line further contributes to its popularity and growth.Over the course of three years, Somethinc has claimed the mantle of the leading local skincare brand in Indonesia.It is worth noting that the data from Compas.com in 2022 substantiates this by reporting impressive sales figures of Rp 53.2 billion achieved through popular e-commerce platforms like Shopee and Tokopedia in the second quarter of 2022.This resounding success can be attributed to Somethinc's strategic marketing approach and innovative strategies.
Somethinc's remarkable success in the Indonesian beauty market is a testament to the meticulous planning and execution of its marketing strategies.A key component of Somethinc's marketing strategy has been its adept utilization of the Korean Wave phenomenon, exemplified by its collaboration with the popular K-pop group, NCT Dream, as brand ambassadors.This strategic move has played a significant role in enhancing Somethinc's resonance with its target audience, effectively aligning the brand with prevailing trends in popular culture.Moreover, Somethinc has carved out a substantial digital footprint, actively leveraging social media platforms like Instagram and TikTok.With a substantial following of 1.3 million on Instagram and 2.2 million on TikTok, Somethinc has artfully crafted content that not only engages but also deeply resonates with its audience.This heavy reliance on social media as a cornerstone of its marketing strategy has been instrumental in nurturing a loyal and highly engaged customer base.
In the skincare industry landscape, Somethinc's marketing approach presents a stark departure from that of its competitors, including MS Glow and Wardah.While competitors have adopted a multifaceted approach, incorporating various advertising channels, from television commercials to Google's AdSense, Somethinc has charted a distinct course.Its primary reliance on straightforward yet informative promotional flyers, elucidating product details for consumers, sets it apart.This unique strategy, combined with its formidable presence on social media platforms, highlights the innovative nature of Somethinc's marketing strategies, differentiating it from competitors.This distinctive approach has not only proven highly effective but also underscores Somethinc's ability to capture consumers' attention in a manner that deviates from conventional industry practices.
The success of Somethinc in the Indonesian beauty market also underscores the changing landscape of marketing strategies in the digital age.While traditional advertising channels continue to wield influence, Somethinc's emphasis on social media and its capacity to craft immersive and relatable content reflects a paradigm shift.This not only attests to the evolving dynamics of consumer engagement but also underscores the adaptability of contemporary brands.Furthermore, Somethinc's commitment to simplicity and transparency in its promotional materials aligns with the trend of authenticity in modern consumer behavior.In an era where consumers seek genuine connections with brands, Somethinc's strategy fosters trust and resonates with those who prioritize clarity and reliability in their purchasing decisions.As such, Somethinc's innovative marketing tactics offer valuable insights into the dynamic interplay between traditional and digital marketing in the beauty industry and underscore the importance of aligning with evolving consumer preferences.
The preliminary study conducted on 30 Somethinc users yielded intriguing insights.It was apparent that consumers exhibit a keen interest in purchasing Somethinc products through social media, which evidently serves as a potent and effective marketing medium.
However, what sets the stage for an engaging avenue of further research is the observation that the selection of NCT Dream as a brand ambassador and the utilization of advertising campaigns appear to exert a comparatively less pronounced influence on consumer behavior.This intriguing finding serves as a catalyst for a more comprehensive study to explore the nuanced interplay between foreign brand ambassadors, social media marketing, and advertising campaigns, and how these factors collectively influence consumer preferences when it comes to purchasing products from local skincare brands.

LITERATURE REVIEW 2.1. Brand Ambassador
Brand ambassadors, also known as brand endorsers and celebrity endorsers, are terms often used interchangeably with additional phrases such as brand supporters, advertising spokespeople, and promotional ambassadors (Firmansyah, 2019:137).They serve as icons or representations of a brand, symbolizing individual achievements and personal excellence in the context of the commodification and commercialization of a product (Royan, as cited in Sihombing et al., 2022:107).Kotler (2018:163) further elucidates that brand ambassadors, typically associated with celebrities and public figures, wield significant influence in a given country.They are believed to be a pivotal factor capable of shaping consumers' beliefs and attitudes toward a brand they may choose.

Social Media Marketing
Social media marketing is a promotional tool employed by companies to share textual, visual, and auditory content of products or services (Kotler, 2018:568).According to Gunelius, as cited in Angela and Siregar (2021:421), social media marketing constitutes a form of marketing, whether direct or indirect, aimed at building awareness, recognition, recall, and attitudes toward a brand, product, person, or entity.This is accomplished through the use of various social media platforms such as social bookmarking, blogging, microblogging, social networking, and content sharing.A similar understanding is shared by Mulyansyah andSulistyowati (2021:1100), who define social media marketing as a marketing model that utilizes the internet and serves the purpose of achieving marketing goals through various social media networks.

Advertising Campaign
An advertising campaign is a marketing component comprising two English words, "advertising," referring to non-personal presentation promoting paid ideas or services, and "campaign," which denotes a coordinated set of activities.An advertisement is effective when the message is delivered by a widely recognized figure, such as an actor, celebrity, model, athlete, or public figure (Kotler, 2018:452).Belch and Belch, as mentioned in Ambarwati and Sukamdiani (2022:24), assert that an advertising campaign is part of Integrated Marketing Communication (IMC) and involves communication activities centered around a specific theme or idea with a specific timeframe.The campaign's theme should be a powerful idea through which the message can be effectively conveyed.

Purchase Intention
Purchase intention, as defined by Kotler and Keller (2018:181), represents consumer behavior where individuals express a desire to use, select, or consume a product offered to them.Schiffman and Kanuk, as cited in Susianawati and Nurtaniono (2022:3), describe purchase intention as the likelihood of a consumer taking action to buy a product.Additionally, according to Priansa, as interpreted in Lena and Susanti (2023:986), purchase intention signifies a consumer's action or behavior that emerges as a response to a product, indicating the consumer's desire to purchase that product.Consumer purchase intent typically arises after consumers have acquired information about a particular product.

RESEARCH METHODS
This study is quantitative research with an associative approach.The research population focuses on the entire population of Medan City who use Somethinc products, with a sample size of 100 respondents.Sampling was conducted during the period of March to May 2023 using the purposive sampling method.Primary data were obtained through the distribution of questionnaires.
Data analysis involved a series of statistical tests, including validity tests, reliability tests, classic assumption tests, multiple linear regression analysis, T-tests, F-tests, and coefficient of determination tests.The entire data analysis was conducted using SPSS software.The objective of this research is to identify and analyze the relationships between the variables in the context of Somethinc product usage in Medan City.Through the data obtained, it is expected that this study will provide a deeper understanding of the factors influencing the purchase intention of Somethinc products among the residents of Medan City.Validity testing conducted on the four variables yielded a critical value (r-table) of 0.196.Based on the data analysis performed, the r-statistic for each statement within each variable exceeded 0.196.Therefore, it can be concluded that all statements are considered valid and suitable for inclusion as research instruments.Reliability testing conducted on the four variables resulted in a Cronbach's Alpha coefficient value of 0.6.Based on the data analysis performed, the Cronbach's Alpha values for each variable exceeded 0.6.Therefore, it can be concluded that all statements are deemed reliable and can be used in this research.

Classical Assumption Testing
The Kolmogorov-Smirnov test was employed to assess normality in the research data.If the significance value (sig.) is > 0.05 or 5%, it indicates that the data follows a normal distribution, while if the sig.value is below 0.05 or 5%, it suggests that the data does not adhere to a normal distribution.The Kolmogorov-Smirnov test yielded a value of 0.113.This value is greater than the specified significance level, which is 0.113 > 0.05.According to this criterion, the data obtained from this research is considered suitable, meets the normality assumption, and follows a normal distribution.In the multicollinearity test of this research, the three variables: brand ambassador (X1), social media marketing (X2), and advertising campaign (X3), obtained tolerance values > 0.10 and VIF (Variance Inflation Factor) values < 10.00.This indicates that there are no symptoms of multicollinearity among these three independent variables.Consequently, the data in this study are suitable for use in the regression model.
The results of the multicollinearity test indicate that the points on the scatterplot in this heteroscedasticity test are randomly distributed along the Y-axis, both below and above the 0 line, and do not exhibit any specific pattern.This demonstrates that there is no evidence of heteroscedasticity in the data of the regression model used in this research.Below is the scatterplot test results for heteroscedasticity:

Multiple Linear Regression Analysis
Multiple linear regression analysis aims to examine the linear relationship between two or more independent variables (X variables) and the dependent variable (Y variable) and determine the extent of this relationship.indicating that for every one-unit increase in the value of X1, there will be a decrease of 0.042 in the variable Purchase Intention (Y).c.The regression coefficient for the variable Social Media Marketing (X2) is 0.337, meaning that for every one-unit increase in the value of X2, there will be an increase of 0.337 in the variable Purchase Intention (Y).
d.The regression coefficient for the variable Advertising Campaign (X3) is 0.322, signifying that for every one-unit increase in the value of X3, there will be an increase of 0.322 in the variable Purchase Intention (Y).

Hypothesis Testing
Partial hypothesis testing, commonly known as the T-test, aims to assess the significance of the relationship between the variables X (Brand Ambassador, Social Media Marketing, and Advertising Campaign) and the variable Y (Purchase Intention).The conditions used in the partial test involve employing the T-value (T-test) with a significance level of 0.05 or 5% (two-tailed test) and degrees of freedom (df) equal to nk = 97.By referencing the T-table, a critical value of 1.661 is obtained.The results of the partial test (T-test) will be presented in Table below  Based on the data presentation, the F-test resulted in a significance value of 0.001, which is less than 0.05, and an observed F-value (F-statistic) of 29.787, which is greater than the critical F-table value of 2.70.This indicates that the variables X (Brand Ambassador, Social Media Marketing, and Advertising Campaign) collectively or simultaneously influence the variable Y (Purchase Intention).Therefore, the F-test in this research yields the conclusion that Ha4 is accepted.Based on the data presentation, the R-squared (R 2 ) test yielded an R value of 0.694 and a coefficient of determination value of 0.466.This indicates that the relationship between the variables Brand Ambassador (X1), Social Media Marketing (X2), and Advertising Campaign (X3) with Purchase Intention (Y) is 69.4%, signifying a strong relationship between these three independent variables and the dependent variable Y.The coefficient of determination value of 0.466 implies that these three variables (X) can explain 46.6% of the variance in Y, while the remaining 53.4% is influenced by factors not addressed in this study.

The Influence of Brand Ambassador on Purchase Intention for Somethinc Products
Several local skincare products have engaged foreign celebrities as their brand ambassadors, such as Somethinc, Scarlett, Azarine, Whitelab, and others.Somethinc, being a well-known skincare product in Indonesia, requires a brand ambassador to visually represent the product to its target market and gain recognition among the public.Since 2019, Somethinc had not specifically appointed a public figure as its brand ambassador.It seemed that only a few local influencers collaborated to promote specific products, and this did not encompass all products produced by Somethinc.In 2022, Somethinc began appointing NCT Dream as its global brand ambassador for all its products.They chose NCT Dream due to shared values and goals with Somethinc's products, in addition to their collaborations with major global fashion brands like Louis Vuitton and Polo Ralph Lauren.Furthermore, NCT Dream, as one of South Korea's preeminent boy groups, boasts an impressive track record of numerous hit singles and successful albums, along with a string of prestigious accolades.Their influence and recognition span the globe, underscored by their extensive and devoted global fanbase.Such widespread acclaim and attention on the international stage place a significant responsibility on NCT Dream to uphold a positive and reputable image within the entertainment industry.With fans and followers hailing from all corners of the world, the group must continuously strive to meet and exceed expectations, ensuring that their actions and behavior align with the high standards expected of public figures and idols in the entertainment realm.The maintenance of this positive image not only contributes to their individual and collective success but also plays a vital role in fostering goodwill and trust among their fanbase, which, in turn, perpetuates their popularity and longevity in the competitive world of Kpop.
After further data analysis, the regression results for the variable "brand ambassador" on "purchase intention" yielded a regression coefficient of -0.042, a Tstatistic of -0.359 (which is less than the critical T-table value of 1.984), and a significance value of 0.720 (which is greater than 0.05).This suggests that the "brand ambassador" variable has a negative and non-significant effect on "purchase intention."Therefore, H01 is accepted, and Ha1 is rejected.This may be attributed to the fact that before the appointment of NCT Dream as the brand ambassador, consumers, particularly the respondents in Medan, were already familiar with Somethinc due to its diverse product range tailored to the needs of Indonesian consumers and the product's quality.Somethinc's achievements, such as being named a Top Brand Indonesia in the facial care category since 2020-2021, were notable within a year of launching their products.Somethinc was also able to compete with other local skincare products such as MS Glow, Scarlett, Wardah, and others, ranking third in e-commerce sales in the local skincare brand category with sales of Rp 8.1 billion in 2021, well before NCT Dream's appointment as a brand ambassador.
The findings of this research are supported by a study titled "The Influence of Brand Ambassador and Event Sponsorship on Purchase Intention with Brand Image as an Intervening Variable (Case Study of Vivo Smartphone Products among Students at Sultan Ageng Tirtayasa University)," conducted by Ernie Larasari in 2018, which showed that the brand ambassador variable has a positive but not significant effect on the intention to purchase Vivo smartphones.

The Influence of Social Media Marketing on Purchase Intention for Somethinc Products
Since its introduction to the market in 2019, Somethinc has effectively used social media as a platform for marketing and introducing its products to the public, particularly on Instagram and TikTok.With a significant following of 1.3 million and 2.2 million on each platform, it is one of the local skincare products with a substantial online following.This demonstrates that the use of social media for marketing has been successful.Somethinc frequently shares content related to product introductions and promotions on their social media feeds, engaging and piquing the interest of their followers.
Additionally, Somethinc conducts live sessions lasting nearly a full day, with various talents responsible for providing information about Somethinc's products and offering attractive promotional prices during these live sessions.After further data JHSSB | JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS https://ojs.transpublika.com/index.php/JHSSB/E-ISSN: 2810-0832

. Research Results 4.1.1. Instrument Validation Presented
below are the results of instrument validation in this research, specifically the validity testing of four variables.