The Influence of Brand Image and Brand Ambassador on Purchase Intention: A Cultural Adaptation Perspective
Keywords:
Brand Image, Brand Ambassador, Purchase Intention, Cultural AdaptationAbstract
Abstract. The Korean Wave has influenced Indonesian consumer preferences, encouraging local companies to incorporate Korean cultural elements into their marketing strategies, as reflected in the collaboration between the Indomie Korean Ramyeon Series and NewJeans. This study examines the influence of Brand Image and Brand Ambassador on Purchase Intention while providing an interpretive analysis of Indonesian consumers’ responses to the integration of Korean cultural elements into a local product. A mixed-methods approach was employed. Quantitative data were collected through questionnaires from 203 respondents selected using purposive sampling and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, and hypothesis testing. Qualitative data were analyzed descriptively using respondents’ open-ended responses. The findings indicate that Brand Image (β = 0.485, p < 0.001) and Brand Ambassador (β = 0.439, p < 0.001) positively influence Purchase Intention, with Brand Image showing the stronger effect. Qualitative findings suggest that many respondents expressed favorable perceptions toward integrating Korean cultural elements into a local product. These responses are interpreted through the perspectives of cultural adaptation and glocalization rather than as direct evidence of successful cultural adaptation.
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