The Influence of Brand Ambassador toward Purchase Intention of

Fila on Social Media

Cindy Agustin, Siti Nahdiah and Gaby Shania Pratama

Marketing Communication Program, Communication Department, Faculty of Economics Communication,

Bina Nusantara University, Jakarta, 11480, Indonesia

Keywords: Brand Ambassador, Purchase Intention, Social Media.

Abstract: The purpose of this study was to determine whether there is a relationship and influence between BTS as

brand ambassadors and interest in buying Fila products. This study uses an associative quantitative research

method that distributes questionnaires to @filaindonesia Instagram followers and uses SPSS 25 to obtain data

process results. The results obtained from this study are that there is an influence and relationship between

BTS as brand ambassadors and interest in buying Fila products. The conclusion from this research is that BTS

brand ambassadors produce a strong enough relationship and low influence on buying interest in Fila’s

products.

1 INTRODUCTION

The rapid development of technology and

information today makes competition between

companies increasingly fierce in attracting consumers

to choose their products, especially for companies

engaged in similar fields. This makes them have to be

more creative in making strategies to increase interest

in the community. One way that companies do to

achieve this is by promoting to a wide audience and

adapting products to the target market in order to

increase the reputation and consumer awareness of a

company, as well as reach a wider range of consumers

which can then affect people’s buying interest.

Therefore, promotion is one of the most important

aspects in attracting consumers to convey information

about products to consumers tailored to the target

market which will later be able to attract new

consumers, influence consumers to buy products and

form the desired image of buyers so that they attract

interest. One of the promotional activities that are

generally carried out by companies and brands is

cooperating with or inviting brand ambassadors to

help achieve the goals desired by the company. The

use of celebrities or individuals who are known to the

public as brand ambassadors trusted by marketers can

be one of the determining factors in influencing what

the celebrity says and has a positive influence on

consumers (Soniya, 2018) so as to move the masses,

attract attention and consumers. More broadly, brands

and companies often hire celebrities or famous people

with a good reputa tion to represent their labels.

Fashion is one of the important sectors in the

industry that is endlessly discussed and growing

rapidly over time. In Indonesia, as reported by CNBC,

the economy in the creative industry sector is strongly

influenced by the fashion industry which contributes

around 18.01% or 116 Trillion Rupiah (Andrea,

2019). Fashion in Indonesia is developing widely, one

of which is in the field of sports. Currently, sports can

be said to be one of the lifestyles that are developing

in young people. Fashion stylist Caren Delano said

that people’s passion now is exercising while looking

stylish, which is a new global fashion trend today.

This can be seen from the high profit selling well-

known sports brands that are the people’s choice

(Tashandra, 2019).

Fila is a company founded by the Fila brothers in

1911 whose products were initially centered on

textiles and knitted garments. Fila then started to

launch sportswear in 1973 with the F symbol in the

box, which then began actively collaborating with

athletes by providing sportswear designed to provide

a sense of total freedom for its athletes. Fila then

developed into a company that provides clothing not

only for sports, but also for fashion that always

follows trends and times. Seeing from the high and

many competitions and the high sales profit of its

competitors, Fila made a strategy to be remembered

Agustin, C., Nahdiah, S. and Shania Pratama, G.

The Inﬂuence of Brand Ambassador toward Purchase Intention of Fila on Social Media.

DOI: 10.5220/0011245500003376

In Proceedings of the 2nd International Conference on Recent Innovations (ICRI 2021), pages 107-114

ISBN: 978-989-758-602-6

107

and increase consumer awareness which in turn could

increase buying interest in the wider community,

especially Indonesia to buy Fila products. To promote

its brand, Fila actively invites several well-known

celebrities, one of which is by collaborating with

BTS, a South Korean boyband to become the global

face and model of Fila products worldwide since

October 1, 2019 (Suryandari, 2019).

BTS or Bangtan Sonyeondan or ”Beyond The

Scene” is a South Korean boy band that debuted in

2013 and has 7 members. This boy band has become

a superstar who broke countless global awards and

recognition from fans through original self-produced

music, best performances and the way to

communicate with fans, also known as ARMY. BTS

itself also made a positive impact through the LOVE

MYSELF campaign and the UN speech ”Speak

Yourself” and was named one of TIME 100: The

Most Influential People Of 2019 (Ibighit, 2021). Due

to its popularity and many achievements, BTS has

been partnered with several times to become brand

ambassadors for several brands, some of which are

Puma in 2015, Line, collaborating with the Dior

brand in 2019 and many more (Andrea, 2019).

BTS itself has an official Instagram account called

@bts.bighitofficial which has 31.2 million followers,

which has become the boy band group with the

highest number of followers in 2018. In Indonesia,

BTS fans, also known as ARMY, are very numerous.

This can be seen from BTS’ new song ”Dynamite”

quoted from Koreaboo, Indonesia is located at

number one as the country that contributes the most

views, with a total viewer of 48.5 million. Seeing the

large number of BTS fans from Indonesia, we can

find many fanbase accounts on Instagram, some of

which have tens to hundreds of thousands of

followers. In this fanbase account, they will later

provide the latest information regarding BTS, such as

the latest songs, the fashion used by BTS members,

performances and concerts, and much more. In 2017,

Indonesia is said to occupy the first position as the

largest number of loyal BTS fans (Permita). Seeing

from a series of achievements, the positive image that

BTS always brings at all times, making BTS have

many fans and great enthusiasm from ARMY (as

BTS fans are called), makes fashion company Fila

invite BTS to become brand ambassadors and present

BTS X product collaborations. Fila which can be the

attraction of a company to its consumers, so that it is

expected to have an effect on someone’s buying

interest in Fila products promoted by the boyband

BTS.

Seeing the magnitude of competition between

sports clothing brands today, companies certainly

need to develop new strategies continuously to attract

consumers’ attention and make consumers remember

related brands and products, thus influencing their

buying interest in the end. Like other sportswear

brands, Fila also wants to increase awareness of its

products to consumers, so Fila invites BTS to become

brand ambassadors. With a positive image and a large

number of fans, it is hoped that Fila products can be

remembered by consumers who are in accordance

with the target market which will later affect an

increase in buying interest or not.

2 LITERATURE REVIEW

2.1 Marketing

The definition of marketing or marketing is the

process by which companies create value for

customers and build strong customer relationships,

with the aim of capturing value from customers in

return. Today, marketing is not just about selling, but

also satisfying customer needs, by becoming a part of

consumers’ lives and adding to the experience

through the brand. If marketers engage consumers

effectively, understand their needs and develop

products that provide more customer value, price,

distribution and promote them well, then the product

will sell easily. Marketing is around in several forms,

such as old traditional forms and in new forms such

as websites, mobile applications, videos and social

media. The marketing concept is the achievement of

organizational goals depends on knowing the needs

and wants of the target market and providing the

desired satisfaction better than competitors. The

marketing concept itself has a customer-centered

“feel and respond” philosophy. The marketing

concept is not about finding the right customer for the

product, but finding the right product for the customer

(Kotler and Ketler, 2016).

2.2 Brand Ambassador

A brand ambassador is a well-connected person or

celebrity who is used to promote and advertise a

product or service. He is a diplomat, representative of

an organization, institution or company that best

describes a product or service. Brand ambassador is

brand face and finger; everything they touch, the

brand touches. Brand Ambassadors form the public

image of the brand and are used by human companies

to convey their message to the public. Nontraditional

marketing companies leverage Brand Ambassadors

in campaigns to answer questions, engage audiences,

ICRI 2021 - International Conference on Recent Innovations

108

and increase brand awareness. Using a reputable

company to supply this type of staff allows the

company to retain high-quality applicants who reflect

the target demographic in order to reach consumers in

the most effective way (Aggarwal, 2009).

Brand Ambassador is an instrument used by

companies to communicate and connect with the

community, about how they can increase sales

(Greenwood, 2013). Brand ambassadors will later

provide information about the uses and benefits of a

product, as well as provide reasons why consumers

should buy the product (Mudzakir, 2018). As the face

of a product, it is expected that the brand ambassador

has strong knowledge of the product so that he can

explain it in every discussion. It is also important for

consumers to view brand ambassadors as reliable,

trusted and admired figures to create good

relationships, because one of the duties of brand

ambassadors is to make close relationships with

consumers or audiences as natural as possible (11).

There are several characteristics of brand

ambassadors in VisCAP: (1) Visibility, (2)

Credibility, (3) Attraction, (4) Power (Samosir et al.,

2016).

2.3 Social Media

Oxford University Press explains that social media is

defined as an application for users to generate

content, share material and take part in social

networks (Ahmad et al., 2019). Meanwhile, social

media is a medium used by consumers for text, image,

sound and videobased information both with other

people and companies and vice versa (Kotler and

Ketler, 2016). There are some of the most used social

media such as YouTube, WhatsApp, Facebook and

Instagram. Taking data from We Are Social in

Databox in 2019, social media users in Indonesia

reached 150 million or about 56% of the total

population. Meanwhile, gadget (mobile) social media

users reach 130 million or around 48% of the total

population.

Instagram is an application that allows users to

take photos, videos, apply digital filters and other

activities. The name Instagram itself comes from

”instant” and ”telegram” where instant itself comes

from a polaroid camera which at that time was known

as instant photos. So Instagram can also display

photos instantly, and telegram means a tool that

works to provide information to people quickly, such

as Instagram which is able to upload photos in fast

time with an internet connection so that information

can be conveyed quickly (Sendari, 2019).

2.4 Purchase Intention

Buying interest is a condition where consumers tend

to buy certain products under certain conditions.

Buying interest is usually influenced by several

factors such as consumer behavior, perceptions and

attitudes, where it is very important to understand

customer buying behavior which is the key to

accessing how they make decisions and evaluate

certain products (Fitrianto et al., 2020). The purchase

decision consists of five stages: (1) Need recognition,

(2) Information search, (3) Alternative evaluation, (4)

Purchase decision, (5) Post purchase behaviour

(Kotler and Armstrong, 2018).

Based on the background and the concepts used in

this research, the following framework is obtained:

Figure 1: Research design.

3 RESEARCH METHOD

The research approach that will be used in this

research is a quantitative approach. Quantitative

approach is the process of collecting, analyzing,

interpreting and writing the results of studies using

numbers (Creswell and Creswell, 2018). The

quantitative method approach will test objective

theories by examining the relationship between

variables, where the variables can be measured using

numbers that can be analyzed with statistics. This

study uses a quantitative approach because it wants to

know the influence and relationship between the

variables produced by the brand ambassador on

buying interest. In addition, every consumer has his

own experience with the variables in this study, so it

needs limitations to get the results of the study.

The type of research used in this study is

associative research. Associative research is a type of

research that is asking for the relationship between

two or more variables (Sugiyono, 2019). The form of

associative research relationship that will be used in

The Inﬂuence of Brand Ambassador toward Purchase Intention of Fila on Social Media

109

this study is a causal relationship whose relationship

is causal, where there are independent variables

(influenced variables) and dependent variables

(influenced variables). This study uses causal

associative research to find out the effect generated

by the BTS brand ambassador on the purchase

intention of FILA products and the relationship

between the BTS brand ambassador and the interest

in buying FILA products for BTS fans. The research

design that will be used in this study is a survey

research method. Survey research provides a

quantitative description of the trends, attitudes and

opinions of a population, by studying a sample of the

population (Creswell and Creswell, 2018). This study

uses survey research methods to obtain data and

information from respondents regarding topics

related to brand ambassadors and buying interest,

which are represented by respondents from

populations with certain characteristics.

Variables refer to characteristics or attributes of

individuals or organizations that can be measured or

observed and vary among people or organizations to

be studied. Variables that are often measured in

research such as gender, age, socioeconomic status,

attitudes and behaviors such as racism, social control,

political power or leadership. The population in this

study has several categories such as Fila Indonesia’s

Instagram followers, who have an age range of 18 to

35 years, domiciled in Indonesia, who are fans of BTS

and have followed BTS’s Instagram account. The

total population in this study amounted to 78.200

followers who followed Fila Indonesia’s Instagram

until November 3, 2020.

Because the population must follow certain

criteria, the research will use a sampling technique in

the form of non-probability sampling. Non-

probability sampling is a non-random and subjective

sampling technique, where each member of the

population does not have the same opportunity to be

a sample (Kurniawan and Puspitaningtyas, 2016).

The non-probability sampling method has several

techniques and what will be used in this study is a

purposive sampling technique, where the sampling

technique has certain criteria or considerations from

members of the population. The considerations that

will be used in selecting the sample in this study are

BTS fans from Indonesia who have an age range of

18 to 35 years, have an Instagram account and are

followers of Fila Indonesia’s Instagram, domiciled in

Indonesia and follow BTS’s Instagram account. The

sample was taken from a population of 78.200

followers who followed Fila Indonesia’s Instagram

until November 3, 2020 using the Slovin Formula

which can be calculated by the following formula use

a tolerable error limit of 10%, so the sample size in

this study is as follows:

𝑛=

.

 (.)



(1)

𝑛 = 98,7 (2)

𝑛 = 100 (3)

4 RESEARCH RESULT

DISCUSSION

The results of this study indicate that all statement

items in the X variable in the form of brand

ambassadors and the Y variable in the form of buying

interest are declared valid because all questions have

an r arithmetic value greater than r table (0.198) so

that it can be continued to the next test, namely in this

study the reliability.

Table 1: Index Average Percentage of Respondents

Answers on Brand Ambassador.

Dimensions Percentage

Visibility 97%

Credibility 95.1%

Attraction 98.4%

Power 96.4%

Among the four dimensions, the dimension that

has the highest average answer index frequency is the

Attraction dimension, which is 98.4%. Based on the

percentage of answers to the questionnaire, according

to Ferdinand (Ferdinand, 2014) this percentage value

is included in the high criteria. The statement that has

the highest answer index value is ”BTS is the idol of

the fans,” this shows that the respondents agree that

BTS is an idol and is very popular with their fans.

This can be seen from the large number of fans, both

in Indonesia and in other countries. So that it can

attract people to buy the attributes they use. The

lowest average frequency index for the respondents’

answers is the Credibility dimension with 95.1% and

shows that the percentage value falls into the medium

criteria. The statement that has the smallest index

value is ”BTS has extensive knowledge regarding

FILA brand information”, this shows that according

to respondents, BTS is not that intense with FILA

products.

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110

Table 2: Index Average Percentage of Respondents

Answers on Purchase Intention.

Dimensions Percentage

Awareness 88.7%

Interest 89.9%

Desire 90.6%

Action 88.7%

Based on the results of the average frequency of

the index values, respondents agree, they want to

have Fila products after seeing BTS using those

products, which is an indicator of the Desire

dimension. It can be seen that with the presence of

BTS as brand ambassadors for FILA products, it

makes respondents who see it want to also have the

same product they are wearing. While the lowest

average frequency index for the respondents answer

is Action dimension with 85.4% for the smallest

index value is “I have a tendency to buy Fila products

after seeing BTS using these products.” It means that

respondents don’t really have a tendency to buy Fila

products after seeing BTS using these products.

Table 3: Table of X Variable Reliability Test Results.

Reliability Statistics

Cronbach’s Alpha

N of Items

0.869 16

In the table above, it can be seen that the results of

testing the Cronbach’s Alpha value for the brand

ambassador variable are 0.869. So it can be concluded

that the brand ambassador variable is declared

reliable, because the data results show 0.869

> 0.60,

so the statements in the questionnaire can be

continued for further data testing.

Table 4: Table of Y Variable Reliability Test Results.

Reliability Statistics

Cronbach’s Alpha N of Items

0.868 12

In the table above, it can be seen that the results of

testing the Cronbach’s Alpha value for the buying

interest variable are 0.868. So it can be concluded that

the buying interest variable is declared reliable,

because the data results show 0.868

> 0.60, so the

statements in the questionnaire can be continued for

further data testing

The results of the data above indicate that the

normality level is 0.130 which is greater than the

significance level of 0.05, so it can be concluded that

the data is normally distributed because 0.130

> 0.05

(significance level value).

The results of the Pearson correlation coefficient

test which can be seen in the table above are obtained

with a numerical value of 0.393. Based on the

correlation coefficient table, it is known that there is

a low relationship between the Brand Ambassador

BTS variables and the purchase intention of FILA

products. Both variables have a low correlation with

being in the range 0.20-0.399.

Table 5: Table of Normality Test Results with

Kolmogorov-Smirnov.

One-Sam

le Kolmo

orov-Smirnov Test

Unstandardized Residual

N 103

Normal

Parameters

a,b

Mean .0000000

Standard

Deviation

4.59676607

Most Extreme

Differences

Absolute 0.78

Positive 0.41

ative -0.78

Test Statistic

. Si

(

2-tailed

)

.130

a. Test distribution is Normal.

b. Calculated from data

c. Lilliefors Significance Correction.

Table 6: Table of Test Result of Brand Ambassador

Variable Correlation Test with Purchase Interest Variable.

Correlations

Purchase

Intention

Brand

Ambassado

Purchase

Intention

Pearson

Correlation

1 .393**

Sig. (2- tailed) .000

N 103 103

Brand

Ambassado

Pearson

Correlation

.393** 1

Sig. (2- tailed) .000

N 103 103

**. Correlation is significant at the 0.01 level (2-tailed).

Table 7: Table of Regression Analysis Test Results.

Coefficients

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

Std.

Erro

Beta

(Constant)

Brand

Ambassado

12.459 9.529 1.308 .194

.528 .123 .393 4.294 .000

a. De

endent Variable: Purchase Intention

The Inﬂuence of Brand Ambassador toward Purchase Intention of Fila on Social Media

111

Based on the results of the above data processing

will be entered in the regression equation as follows:

𝑌 = 𝑎 + 𝑏𝑋 (4)

𝑌 = 12,459 + 0,528𝑋 (5)

The regression analysis value is 0.528 which can

be concluded that every addition to the X variable will

give an increase in the value of the Y variable by

0.528. So, it can be concluded from the data above

that there is a positive influence between BTS brand

ambassadors on buying interest in Fila products. The

positive influence can be seen by the higher the value

of the variable X, the value of the variable Y will also

be higher.

To see the magnitude of the resulting effect

between the X variable and Y variable, the coefficient

of determination formula is used in the form of:

𝐾𝐷 = (𝑟)2𝑥100 (6)

Table 8: Table of Coefficient of Determination Test Result.

Reliability Statistics

Model R R Square Adjusted

R Square

Std. Error

of the

Estimate

1 .393

.154 .146 4.169

a. Predictors: (Constant), Brand Ambassador

. Dependent Variable: Purchase Intention

𝐾𝐷 = (0,154)𝑋100 (7)

𝐾𝐷 = 15,4 (8)

Based on the results of the above calculation, it was

found that the influence of the X variable, namely the brand

ambassador and the Y variable, namely buying interest was

15.4% and the rest (100%-15.4%) which was 84.6% was a

contribution originating from other factors. outside of this

research.

Table 9: Table of T-test: the Influence of Brand

Ambassador Usage Toward Purchase Intention.

Coefficients

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

Std.

Erro

Beta

(Constant)

Brand

Ambassado

12.459 9.529 1.308 .194

.528 .123 .393 4.294 .000

a. Dependent Variable: Purchase Intention

Hypothesis:

• Ho1: There is no influence between brand

ambassador usage toward purchase intention

of FILA

• Ha1: There is influence between brand

ambassador usage toward purchase intention

of FILA

• Ho2: There is no relationship between brand

ambassador with toward purchase intention

of FILA

• Ha2: There is relationship between brand

ambassador usage with purchase intention of

FILA Decision making basis:

• If Sig.

. <0.5 then Ha is accepted

• If Sig.

> 0.1 then Ho is accepted Decision

making with the value of t count and t table:

• If t count

> t table, then Ha is accepted

• If t count

< table, then Ho is rejected

Based on the results of the analysis obtained with

the help of SPSS 25, it can be seen that the value of

Sig. The brand ambassador variable is 0.000 < 0.05.

If it is seen on the basis of decision making on the

hypothesis, the value of Sig. <0.05 so Ha is accepted

and Ho is rejected.

The results showed that all statements from

variable X in the form of brand ambassadors and

variable Y in the form of buying interest which were

tested for validity had valid results because they met

the requirements, in the form of the calculated r value

obtained greater than r table, namely 0.198 so it can

be said that all statements on the questionnaire

distributed can be used for further research.

Furthermore, the reliability test that has been

carried out shows that the Cronbach’s Alpha value in

the statements of the variables X and Y has a value

greater than 0.60, so it meets the reliable requirements

and can be used for further research. In the results of

normality research, it can be seen that the two

variables, in the form of variables X and Y, meet the

requirements of the normality test, where the

significance value is greater than 0.5 so that the data

can be said to be normally distributed.

Correlation test was conducted to measure the

relationship between two variables in this study,

namely between variables X and Y variables. The

results obtained were 0.393 which can be concluded

that there is a less strong relationship between X and

Y variables. Promotional strategies using brand

ambassadors do not always provide a positive

relationship. which is significant, as can be seen in the

journal Effect of Celebrity Endorser and Sales

Promotion on Brand Excellence and Its Influence on

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112

Interest in Buying Honda Beat Motorcycles, where

the correlation or relationship between brand

ambassadors and purchase intention is 33.9%. There

are several other factors that can influence buying

interest, which can be seen from the journal The

Effect of Service Quality and Promotion of Relaxister

Sleepwear on Online Purchase Interest, that

promotion and service quality provide a significant

relationship to buying interest, which is 70% or 0.700

which means it is strong or positive (Budianto and

Antonio, 2018). There are also other factors, such as

in the journal The Effect of ECommerce Brand Image

on Consumer Buying Interest (Survey on Tokopedia

Customers), where brand image in e-commerce that

is able to influence consumer buying interest is 0.836

which means it has a very strong relationship (Wijaya

and Oktavianti, 2018). Another factor that can also

influence buying interest is through marketing

communications. In the research journal The Effect

of Marketing Communication on Product Purchase

Interest of PT. INDOFOOD CBP Sukses Makmur

Bitung explains that marketing communication is

able to provide a significant relationship to buying

interest, which in this study obtained a correlation

coefficient of 67% which means it has a strong

relationship (Moniaga et al., 2017).

In the T test, it can be seen that the significance

value obtained is 0.000

< 0.05. So, it can be

concluded that Ho is rejected and Ha is accepted,

where it can be concluded that there is an influence

and relationship between the variables X and Y. the

influence and relationship between the BTS brand

ambassador variable on buying interest in FILA

products. In simple regression analysis, it can be seen

that the value of Y = 12.459 + 0.528X, which can be

concluded that every additional value in the X

variable will give an additional value of 0.528 to the

Y variable. So if there is a positive increase in the X

variable it will affect the Y variable.

5 CONCLUSION

Based on the results of the research that has been

done, it can be concluded that there is an influence

generated by the brand ambassador on buying interest

which is quite low, which is 0.393. And there is a

positive relationship generated by the brand

ambassador on buying interest, where the result is

0.528. So if there is a positive increase in the X

variable, namely the brand ambassador, it will affect

the Y variable, namely buying interest positively.

This research is expected to be used or continued

for further research, using other methods such as

qualitative methods in order to dig deeper into the use

of brand ambassadors in increasing buying interest in

a company. Further research can use several other

complementary variables such as promotion, price,

service quality, brand image and marketing

communication so that it can provide further research

results in a more complete and detailed manner that

can be used by a company in increasing purchase

intention.

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