Jakarta — Brand ambassadors and social media marketing have a positive and significant influence on consumers’ decisions to purchase Skintific Cushion products, while brand awareness strengthens several of these marketing effects. The finding comes from a study by Elva Nurfauziah, Osly Usman, and Agung Wahyu Handaru of Universitas Negeri Jakarta, based on a survey of 200 female university students in Banten conducted from June 4 to December 8, 2025 and published in the International Journal of Finance and Business Management in 2026. The findings matter for the beauty industry because they show that credible promotional figures and effective digital communication can directly influence purchasing behavior.
Beauty Brands Face a More Competitive Digital Market
Indonesia’s beauty industry has expanded rapidly, creating intense competition among cosmetic and skincare brands. Social media has become an important channel for companies to introduce products, communicate with consumers, build brand recognition, and encourage purchases.
Skintific is one of the beauty brands examined in the study. The researchers focused specifically on its cushion product and examined how three marketing factors brand ambassadors, brand image, and social media marketing relate to purchasing decisions. They also examined brand awareness, or consumers’ ability to recognize and remember a brand, as an important connecting factor.
The research is particularly relevant as consumers increasingly encounter beauty products through influencers, promotional content, reviews, and social media interactions before deciding whether to buy.
How the Research Was Conducted
The researchers used a quantitative survey involving 200 female students from two universities in Banten: Universitas Sultan Ageng Tirtayasa and UIN Sultan Maulana Hasanuddin Banten.
Participants were selected based on criteria relevant to the Skintific Cushion product. Their responses were analyzed using a statistical modeling approach designed to examine relationships among several marketing factors, including whether brand awareness helps explain the relationship between marketing activities and purchase decisions.
The research was conducted between June 4 and December 8, 2025. The study was subsequently published in Volume 4, Number 4 of the International Journal of Finance and Business Management in 2026.
Brand Awareness Emerges as a Strong Factor
One of the clearest findings concerns consumers’ awareness of the brand.
The average brand awareness score was 17.85 on a scale ranging from 6 to 24. A total of 87 respondents, or 43.5 percent, recorded scores between 20 and 24, while another 71 respondents, or 35.5 percent, scored between 15 and 19.
The results indicate that many respondents were able to recognize, recall, and identify the brand effectively.
Purchase decisions were also relatively strong. 88 respondents, or 44 percent, recorded scores between 15 and 19, while 62 respondents, or 31 percent, were in the highest range of 20–24.
Together, the figures suggest that the respondents generally had relatively high brand awareness and a strong tendency toward purchasing the product.
Brand Ambassadors Influence Purchase Decisions
The study found that brand ambassadors have a positive and significant influence on purchase decisions.
The average brand ambassador score was 14.94. Among respondents, 94 people, or 47 percent, were in the 13–16 score range, while 71 people, or 35.5 percent, were in the 17–20 range.
The researchers interpret this pattern as evidence that consumers generally viewed the brand ambassadors positively, particularly in terms of appeal, credibility, and their ability to influence perceptions.
For beauty companies, the finding suggests that choosing a promotional figure should involve more than selecting someone with a large following. Credibility, reputation, communication ability, and relevance to the target audience can determine whether a brand ambassador effectively supports purchasing decisions.
Social Media Marketing Also Has a Positive Effect
Social media marketing was another factor with a positive and significant influence on purchase decisions.
The largest group of respondents 91 people or 45.5 percent gave social media marketing scores in the 13–16 range. Another 43 respondents, or 21.5 percent, were in the 17–20 range.
The researchers found that social media marketing can provide product information, attract consumer attention, and strengthen interaction between companies and consumers.
This means social media can function as more than an advertising platform. Consistent content, promotions, communication, and audience interaction can help move consumers from simply seeing a product toward recognizing the brand and considering a purchase.
A Surprising Finding About Brand Image
The study produced an important and somewhat unexpected result concerning brand image.
Respondents generally viewed the brand image positively. The average brand image score was 14.68, with 107 respondents, or 53.5 percent, in the 13–16 range and 60 respondents, or 30 percent, in the 17–20 range.
However, statistical testing found that brand image had a significant but negative influence on purchase decisions.
The authors suggest that this result may indicate a gap between consumers’ expectations created by a brand’s image and their actual experiences with the product. A strong public image, therefore, does not automatically translate into stronger purchasing decisions.
For businesses, the message is clear: marketing claims and brand positioning need to be consistent with the actual quality and consumer experience.
Brand Awareness Strengthens Marketing Effects
The study also found that brand awareness plays an important mediating role.
Brand ambassadors, brand image, and social media marketing were all found to have positive and significant effects on brand awareness. The researchers further found that brand awareness mediates the relationship between brand image and purchase decisions and between brand ambassadors and purchase decisions.
In practical terms, consumers may be more responsive to marketing when they already recognize and remember the brand. A promotional figure or social media campaign can create attention, but sustained brand recognition may help turn that attention into a purchasing decision.
As Elva Nurfauziah, Osly Usman, and Agung Wahyu Handaru of Universitas Negeri Jakarta conclude, companies should strengthen credible brand ambassadors, align brand image with consumers’ perceptions, and improve social media content and interaction to build stronger brand awareness.
Implications for the Beauty Industry
The findings offer several practical lessons for cosmetic businesses.
First, companies should select brand ambassadors based not only on popularity but also on credibility and relevance. Second, social media strategies should prioritize meaningful communication and consumer engagement rather than relying solely on promotional messages.
Third, companies need to ensure that their brand image reflects the actual consumer experience. Finally, building brand awareness should be treated as a long-term marketing strategy because familiarity with a brand can strengthen the impact of other promotional activities.
However, the findings should not be generalized to all skincare consumers. The research involved only university students and focused specifically on Skintific Cushion. Factors such as price, product quality, customer satisfaction, loyalty, and user experience were not included in the research model.
Author Profiles
Elva Nurfauziah — Universitas Negeri Jakarta.
Osly Usman — Universitas Negeri Jakarta.
Agung Wahyu Handaru — Universitas Negeri Jakarta.
Article: The Effect of Brand Ambassadors, Brand Image and Social Media Marketing on Purchase Decisions, Mediated by Brand Awareness
Authors: Elva Nurfauziah, Osly Usman, and Agung Wahyu Handaru
Journal: International Journal of Finance and Business Management (IJFBM)
Publication year: 2026
Volume: 4, Number 4, pages 453–468
Affiliation: Universitas Negeri Jakarta
DOI: 10.59890/ijfbm.v4i4.19
Official journal website: International Journal of Finance and Business Management
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