PENGARUH TERPAAN PESAN BRAND AMBASSADOR KOREA TERHADAP FREKUENSI PEMBELIAN PRODUK SCARLETT WHITENING (Studi Kasus Pada E-Commerce Shopee)

The increasingly competitive era of digital marketing has made the use of brand ambassadors a crucial strategy for influencing consumer behavior. This study highlights the influence of exposure to Korean Brand Ambassador messages on the frequency of Scarlett Whitening product purchases through the e-commerce platform Shopee. The phenomenon of using Korean celebrities, including Song Joong Ki, to promote local beauty products is a major concern, given the high media exposure and the Korean Wave trend among young Indonesian consumers.

The research method used was a quantitative approach with an explanatory survey design. A sample of 400 respondents, active Scarlett Whitening consumers on Shopee, was selected using a random sampling technique. The main theories used were marketing communications, advertising, brand ambassadors and their relevance, and product purchases. Data were collected through an online questionnaire and analyzed using a simple linear regression test.

The results showed a significant influence of exposure to Korean Brand Ambassador messages on the frequency of Scarlett Whitening product purchases on Shopee. Respondents who were more frequently, more intensively, and for longer periods of time exposed to advertisements featuring figures such as Song Joong Ki tended to have a higher likelihood of repeat purchases. This study confirms the effectiveness of Korean public figures in increasing local consumer purchasing power and strengthening e-commerce-based marketing strategies.