The Effect of Brand Ambassador and Brand Collaboration on Brand Perception: A Porter’s Five Forces Analysis of Make Over
Keywords:
Brand Ambassador, Brand Collaboration, Brand Perception, Porter’s Five ForcesAbstract
Abstract. The rapid growth of Indonesia’s local cosmetic industry has intensified competition among domestic and international brands, making effective brand-building strategies essential. This study examined the effects of brand ambassador and brand collaboration on brand perception and described Make Over’s competitive environment using Porter’s Five Forces framework. A quantitative casual research design was employed through a survey method with a cross-sectional approach. Data were collected from 204 respondents who followed Make Over’s official TikTok account, with the sample size determined using the Slovin formula, and analyzed through multiple linear regression. The results indicated that brand ambassador, brand collaboration, and brand perception were all rated very positively by respondents. Partially, the brand ambassador had no significant effect on brand perception, whereas brand collaboration had a positive and significant effect. Simultaneously, both variables significantly influenced brand perception, explaining 30,2% of its variance (R² = 0.302). Porter’s Five Forces analysis revealed intense competitive rivalry and strong buyer bargaining power. These findings suggest that brand collaboration plays a more influential role than brand ambassadors in shaping brand perception, implying that Make Over should prioritize strengthening its brand collaboration initiatives while optimizing brand ambassador activation to enhance marketing communication effectiveness amid intensifying industry competition.
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