Korean celebrities as brand ambassadors for local brands: an analysis of consumer preferences

Abstract

Amidst intensifying market competition and globalization, Indonesian local brands increasingly collaborate with Korean artists as Brand Ambassadors (BA) to leverage the Korean Wave (Hallyu) phenomenon. This study investigates the influence of Korean artist BA on consumer preferences and purchase decisions regarding local brands in Indonesia. Utilizing a qualitative descriptive approach, data were gathered through structured interviews with ten informants selected via non-probability quota sampling. Participants comprised Indonesian consumers aged 17 and above who are enthusiasts of Korean culture and purchasers of brands endorsed by Korean artists. The results reveal that while Korean BA significantly enhance brand awareness, image, and consumer interest, motivated by fan loyalty and promotional incentives, product quality remains the primary determinant in purchase and repurchase decisions. Consumers acknowledge the strategic value of BAs for visibility but distinguish this from product quality assurance. Consequently, while the utilization of Korean BA is an effective strategy for market expansion and brand positioning, it must be substantiated by consistent product quality to mitigate risks and sustain long-term consumer loyalty.