Effectiveness of Brand Ambassador on South Korean Beauty Products Using PATER Model

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).