The Impact of Gigi Hadid as Maybelline Brand Ambassador

on Customer Purchase Intention with Brand Image as a Mediating Variable

Qualitative Research

Adinda Salsabila D. Putri, Elzara Chairadilla Fawzi, Nathania Kalyca D, Rizky

Maulidina D., Triana Rahajeng Hadiprawoto, M.Sc, Dr. Permata Wulandari, S.E.,
M.Si., Ph.D.

Faculty of Economics and Business, Department of Management, Universitas Indonesia, Depok, Indonesia.
Submitted: 6 December 2021

Abstract
Purpose - The purpose of this study is to explore whether the brand ambassador that is Gigi Hadid
would have an influence towards customer purchase intention of Maybelline products and brand
image of the Maybelline brand.
Design/methodology/approach - A focus group discussion was conducted with female generation z
and millennials representatives in Jakarta, Indonesia. The results from the focus group discussion
were analyzed using qualitative analysis to obtain new insights regarding the Maybelline brand
ambassador effectiveness on customer purchase intention.
Findings - The findings show that Gigi Hadid as an ambassador has a positive impact on
Maybelline’s brand image and customers purchase intention. Gigi Hadid piqued customers’ interest in
Maybelline products due to the brand image match between Maybelline and Gigi Hadid as the brand
ambassador. This study found that aside from brand ambassador, reviews, word of mouth, and product
quality also plays an important part on customers’ purchase intention.
Research limitations/implications - This study was conducted solely on generation z and millennials
females in Indonesia who are aware of makeup products. Despite this limitation, the findings of this
study highlight the effectiveness of brand ambassadors on customers’ view of products in general.
Keywords: Brand Ambassador, Customer Purchase Intention, Brand Image, Marketing
Paper Type: Qualitative Research Paper
© Universitas Indonesia, All rights reserved

1. Introduction market. According to Statista.com,

1.1. Background sales are projected to reach $7.5
The beauty industry in billion by the end of 2021 and grow
Indonesia is a large and growing at an average annual growth rate of

1
6.5% through 2025. In terms of
market segments, personal care is
the largest with $3.2 billion,
followed by skincare ($2.1 billion),
cosmetics ($1.7 billion),
fragrances ($0.4 billion). Dollar).
This has created competition in the
beauty industry.
Indonesian Cosmetics
Market’s growth is growing up to
double digit. It was supported by
strong domestic and export market
demand as people began to make
personal care a primary requirement.
According to Menteri Perindustrian
(Ministry of Industry) Airlangga
Hartarto, cosmetic products had
become an important need for
women, who were the main target of
the cosmetic industry. The cosmetic
industry also had one of the leading
industries, as mentioned in Rencana
Induk Pembangunan Industri
Nasional or National Master Plan for
Industrial Development (RIPIN) in
2015-2035.
The firm that can attract and
dominate the market will gain a
competitive advantage. Each firm
has developed a brand to distinguish
its goods. A trademark is a name,
word, logo, or design, or
combination of these things, that is
used to identify the competitor's
goods or services. The brand is more
than simply a name; it is an essential
and component of management. Even if
branding isn't the purpose of
management, it may be a useful tool
for assessing an organization's
overall success. A company's brand
may provide value, influence
consumer perception, and generate
revenue. The brand image is a
collection of tangible and intangible
aspects that distinguish everything,
such as the concept, belief, values,
interest, and quality. All internal and
exterior characters that customers
may affect should be represented in
the brand image. Customers are
promised benefits, privileges, and
services by a company's brand. The
more positive the brand image is in
customers' perceptions, the more
likely they are to stay loyal and
assist the firm to increase revenues.
Brand awareness is the
customer's ability to recognize and
remember a brand in different
circumstances. Brand awareness
plays an important role in the
purchase decision. Since customers
tend to buy the product, they are
a familiar with brand awareness and
2
can help customers understand a
product's brand and purchase
decision. Products with high brand
recognition may have a higher
market share and a higher quality
rating. Also, brand awareness can be
increased with advertising by using
sponsors as a tool in your
advertising. Product advertising
must be very attractive so that it can
influence the customer's purchasing
decision. The attractiveness of
advertising is also influenced by
prominent brand ambassadors or
sponsors as an instrument of your
advertising. A brand ambassador
with a public figure can encourage
the customer to like the ad and be
more attracted than the ad without
the public figure. Therefore, the
company must choose its brand
ambassador accordingly. The chosen
public figure represents the image of
the product.
Every beauty company is
trying to be more excited about
doing marketing activities by using
brand ambassadors in promotional
activities. Brand ambassadors can
help create more power in the
emotional relationship between
brands or companies with consumers
so as to build brand image that can
make decisions in buying or using
products. The brand ambassador will
provide information about the use
and benefits of a product, and
provide a reason why consumers
should buy the product. Based on
existing challenges and phenomena,
it is necessary to study the impact of
Brand Ambassadors on brand image
to help companies determine what
factors consumers are concerned
about and, of course, whether the use
of brand ambassadors in promotions
affects the brand image of a
business.
A purchase decision is an
integration process that combines
knowledge to evaluate two or more
alternative behaviors and choose one
of them. According to (Supriyanto &
Taali, 2018), a purchase decision is a
decision-making process or action
taken by customers in order to
locate, buy, and use a product or
service. Consumers will go through
the stages of purchasing decision
making while making purchases.
Problem detection, alternative
appraisal, information search,
purchasing decisions, and
post-purchase behavior are all steps
in the purchase decision process
(Indriani & Azhad, 2018; Zaky &
3
 Purnami, 2020). Purchasing image and a positive brand
decisions made by a consumer are ambassador in the minds of
made based on their wants and needs consumers from the brand image.
for a product. When consumers are Consumers can identify a product,
inexperienced with the product, they assess quality, reduce purchase risk,
tend to believe in a well-known and gain experience and satisfaction
brand. This is the reason that drives with a particular product
the company to strengthen its brand differentiation.
position in order to create a brand

1.2. Company Profile Maybelline is one of the

Maybelline is one of the companies that use brand ambassadors
companies that is known for quality in its marketing activities. Since 2015,
and innovation with a modern New Maybelline has used several public
York identity at a fairly affordable figures to have a huge influence on the
price. Along with the birth of the motto Brand image of Maybelline and
“Maybe she was born with that. Maybe customer purchase intention. One of
it's Maybelline in 1991, this brand the brand ambassadors that have a
produces feminine cosmetics with huge influence is Gigi Hadid.
affordable beauty all over the world so
that every woman has the opportunity 2. Literature Review
to show her beauty. Maybelline itself 2.1. Brand Ambassador
communicates it with beautiful icons Brand ambassador is often used
from different ethnic groups, including interchangeably with phrases such as
Indonesia. Maybelline itself introduced advertising spokespeople and
the world's first solid mascara product promotional models (Wang and
in 1913, turning mascara into a beauty Hariandja, 2016). However, it is
product that couldn't be separated from important to be able to differentiate
women. Maybelline is currently between brand ambassadors who are
present in more than 100 countries genuinely devoted to the brand and
with more than 200 cosmetic products those who are just employed by the
with different options and follows the company. Generally, a brand
latest trends with high-quality formulas ambassador acts as a mediator between
using modern technology. a company and its customers, a brand

4
ambassador’s reputation will also represent their target customer or not in
impact customers' perception towards a an attempt to gain target customers’
brand or company in general. Brand interest. The second factor would be
ambassadors will be the public choosing the suitable brand
representative who will confirm brands ambassador for the brand, especially
and give a significant impact on the personality and persona of the
customers perception (Harris and De brand ambassador. The last factor
Chernatony, 2001). Anderson and would be considering the brand
Ekman (2009) stated that brand ambassador’s commitment towards the
ambassadors will give an authentic brand. This will have a significant
validity of features which distinguish impact on the future collaboration
products, which in return might between a brand ambassador and a
enhance product attractiveness for brand.
customers.
2.2. Brand Image
In terms of brand ambassador, Brand image shapes customers’
brand endorser and celebrity endorser emotional interpretation and perception
are equally aligned with brand towards a product or service (Yuan
advocates. Celebrities are often chosen et.al., 206; Lahap et al., 2016). As
as a brand ambassador since they have stated by Roy and Banerjee (2007), a
the power to impact the public through brand image could reflect how
a spotlight. However, to gain the public customers see and what the customers
trust celebrity endorsers have to have feel towards a certain brand. Brand
plausible skills that are publicly image is a subjective matter that is
exposed or proven (Alicia and owned by the public, not the company.
Leonnard, 2021; Harper, 2014). Thus, a brand image is related to
According to Smilansky (2009), There association concepts which could be
are three key factors when it comes to measured through 3 attributes.
the selection of a brand ambassador. According to Keller (2013) attributes
The first factor would be suiting the to measure brand image, a brand image
brand ambassador and its target could be measured through strength
customers, other than that the company association, favorability association,
must analyze whether the image of the and uniqueness association.
possible brand ambassador would

5
 Brand image strength
association focuses on the depthness of
the brand's message received by the
customers. The deeper the message to
the customer, the brand would have a
much more influential brand image on
the customer's mind. The second
attribute, favorability association,
could be measured through desirability
and deliverability. It focuses on how
positive the brand attitude after laying
out relevant attributes and benefits for
the customers. The last attributes,
uniqueness association focus on how
sustainable are the brand advantages.
Target customers are more likely to be
attracted towards a brand when there is
a point of parity - the credibility of the
brand - and point of difference - the
elements of the brand that could not be
found in competitors.
2.3. Customer Purchase Intention
Customer Purchase intention is
when customers tend to buy a certain
product in certain conditions (Morinez
et al., 2007). It is also a kind of
decision-making that studies the reason
to buy a particular brand by consumers
(Shah et al., 2012). According to
Ghosh (1990), purchase intention is an
effective tool to predict the buying
process. This is because consumers are
affected by internal or external
motivations during the buying process,
like price, perceived quality of the
products and values (Gogoi, 2013).
According to Keller (2011), factors that
affect purchase intention are customer
knowledge, perception of consumers,
product packaging or design and
celebrity endorsements.
Satish and Peter (2004)
explains that the knowledge of the
product played an integral role during
consumer purchase intention. While
other studies like Rao and Monroe
(1988) argued that knowledge of the
product is the main factor in product
purchasing decision. Packaging
designs are also very important in
influencing customers to buy the
product (Ann, 2018). Celebrity
endorsements can also play an
important role on customer purchase
intention. However, the brand should
be able to find celebrities that are
relevant to the product with reasonable
logic about the product. (David &
Benedikte, 2004). In support, Friedman
also stated that famous people always
attach a greater degree of attention,
recall and loyalty.
3. Research Methodology
3.1. Research Framework
6

The main purpose of this
journal is to analyze The Effectiveness
of Gigi Hadid as Maybelline Brand
Ambassador on Customer Purchase
Intention with Brand Image as a
Mediating Variable.
3.2. Methodology
Qualitative research method is
used to determine the impact of Gigi
Hadid as Maybelline Brand
Ambassador on Customer Purchase
Intention by conducting a Focus Group
Discussion to Gen Z and Millennials
who live in Jakarta, Bogor, Depok,
Tangerang, Bekasi (Jabodetabek) and
use Maybelline products or familiar
with the brand.
3.2.1 Unit of Analysis
Unit of analysis is the choice of
respondents or participants who take
part in the study. In qualitative
research, purposive sampling is the
most commonly used to determine the
sample to be analyzed in the study.
Purposive sampling determines the
sample based on criteria relevant to the
research question.
The sampling will be done by
conducting a Focus Group Discussion
to a subgroup of the population
determined, which is called the sample.
In the selection of respondents, the
determination of criteria is also called
the purposive sampling method. The
researcher uses this technique to filter
the respondents that are in accordance
with research scope and respondent
profiles.
Respondents from this study
are individuals, specifically Gen Z and
Millennials in Jakarta, Bogor, Depok,
Tangerang, Bekasi (Jabodetabek) who
use Maybelline products or are familiar
with the brand.
3.2.2 Data Collection Method
The data collection will be
conducted through Focus Group
Discussion. The Focus Group
Discussion will consist of two
moderators and four people (two
people each group). The groups are
divided into Gen Z and Millennials
who live in Jakarta, Bogor, Depok,
Tangerang, Bekasi (Jabodetabek) and
use Maybelline products or are familiar
with the brand. Both groups will
consist of 3 people.
7
 Based on Malhotra (1996), the be recorded for the purpose of this
type of Focus Group Discussion (FGD) study. Participants were first asked for
will be a mini focus group in which their consent to be recorded. In
groups are composed of four members addition, notes were also used to record
and online based, meaning the group important points of the Focus Group
members will be using their computers Discussion.
and connected with internet
connections. The FGD will include two 3.2.3. Validity
moderators to ensure that everything According to Blumberg et al.,
(both content and flow of the 2005, validity is often defined as the
discussion) runs smoothly. The extent to which an instrument measures
moderators will lead and pose all what it asserts to measure. There are
questions covered in FGD guide, three main types of validity, namely
keeping the discussion on track, and construct validity, internal validity and
able to stimulate the people to external validity.
contribute in the discussion.
3.2.3.1 Construct Validity
The researcher conducted a It is the extent to which the
Focus Group Discussion as a data questions on the instrument and the
collection method to compare the data scores from these questions represent
between the Gen Z and Millennials. all possible questions that could be
For this reason, a series of questions asked about the content or skill
was prepared as a guide for asking (Creswell, 2005). It is particularly
questions to the participants, then critical for empirical measurements
asking questions that followed the flow and hypothesis testing in theory
of the conversation to deepen the construction. To better understand,
topics discussed. The questions were explain, and predict behavior,
prepared based on the literature study researchers build theoretical
and our research objectives. The core frameworks (Thatcher, 2010).
questions in each variable are Researchers will provide existing
described in the research framework. evidence from existing theories that
correspond.
The Focus Group Discussion
will be conducted via Zoom and will

8
3.2.3.2 Internal Validity will assist each other who are members
In this study, researchers looked of this study to interpret the results of
at the credibility and accuracy of the focus group discussion that have been
information provided by the conducted.
informants. Internal validity indicates
whether the results of the study are 3.2.3.3 External Validity
legitimate because of the way the External validity shows
groups were selected, data were whether the results given by the study
recorded or analyses were performed. are transferable to other groups of
It refers to whether a study can be interest (Last, 2001). Researchers can
replicated (Willis, 2007). The improve external validity in this study
researcher can describe appropriate by doing generalizability or
strategies to ensure it, such as transferability. Validity requires that an
triangulation, member checks, peer instrument is reliable, but an
review, etc. Researchers will use instrument can be reliable without
triangulation techniques to increase the being valid (Kimberlin & Winterstein,
credibility of the information.This 2008). In this study, it can be assumed
triangulation technique is done by to have good external validity if the
digging up information from several research results can be used for other
different sources but still within the similar studies and can also have the
same outline. There are several value to be transferred to other
variations of triangulation forms that contexts.
researchers will use, such as source
triangulation and investigator 3.2.4. Reliability
triangulation. In source triangulation, ​The reliability refers to a
researchers will conduct a Focus Group measurement that supplies consistent
Discussion from six of our target results with equal values (Blumberg et
respondents which three of them are al., 2005). It measures consistency,
from Gen Z and the other three are precision, repeatability, and
from the Millennials, and both should trustworthiness of a research
be makeup users who use and purchase (Chakrabartty, 2013). Reliability has a
beauty products from the brand relationship with the quality of
Maybelline. In investigator measurement, namely consistency and
triangulation, our team of researchers repeatability. It reflects how bias-free

9
 (error-free) the instrument is, ensuring 4. Research Analysis & Discussion
consistent measurement across time 4.1. Respondent Profile
and across the many elements in the Below is the respondent profile in our
instrument (the observed scores). This focus group discussion:
measurement looks at how accurate the
Name Gender Age Occupation Generation
research methods and data processing
Danya Female 31 Doctor Millennials
techniques made by the researcher are.
Mirza Female 31 Doctor Millennials
In this study, researchers used one of
Hanna Female 26 Office worker Millennials
the reliability measuring tools, namely
Zhafira Female 21 Student Gen-Z
the case study protocol. Case study
Merisa Female 21 Student Gen-Z
protocol is a guideline in conducting
Adella Female 21 Student Gen-Z
research with consistent treatment
throughout data collection and
4.2. Research Findings
analysis.
4.2.1. Hypothesis 1
Gigi Hadid as Maybelline Brand
3.2.4.1 Case Study Protocol
Ambassador has an impact towards brand
Table 3.1 Case Study Protocol
image
Case Study Variable ID Main Questions
Topic
Among the many reasons as to
Formation Goals G1 The Impact of Gigi Hadid
why consumers are so attracted to
as Maybelline Brand
Ambassador on Customer purchase Maybelline products the most
Purchase Intention?
common answers are packaging (nice,
Operational Opportunitie O1 What can Maybelline unique, as well as the practicality
s gain from appointing
Gigi Hadid as Brand
factor) which is stated by Gen Zs, the
Ambassador? product quality of Maybelline products
Hindrance O2 What are the factors usually exceed consumers’
faced by Maybelline that
expectations despite the affordable
could hinder in carrying
out this marketing price range such as long lasting and
strategy?
transfer proof lip and face products, no
Evaluation Performance E1 Has the performance of clumps in mascaras, etc., as well as the
Brand Ambassador put a
user experience of using Maybelline
positive effect on the
variables? products of being satisfactory, adequate
and practical, which are stated by a

10
Millennial.
Maybelline has definitely done
many collaborations with different
celebrities as brand ambassadors, by
targeting different consumers. The Gigi
Hadid in general is a very well known
model widely known for her beauty
thus the Gigi Hadid Maybelline
collaboration in particular is viewed by
the focus group discussion participants
as interesting, creating more
attractiveness and elevatedness of the
products due to Gigi Hadid’s image of
being the california it-girl who is
elegant yet youthful which are stated
by Millennials as well as Gen Z.
Maybelline products that are
heavily influenced by Gigi Hadid as
brand ambassador are lip products.
Usually it can be seen on the
Maybelline advertisements across
many media platforms that the lip
products are usually the focus, since it
is also very distinguishable due to the
lipstick’s outstanding colours. Thus
consumers find it easy to see the
shades of texture of the lip product,
stated by a Gen Z. Thus products that
are worn in advertisements by Gigi
Hadid are usually both interesting and
helpful to consumers when deciding to
purchase Maybelline products.
4.2.2. Hypothesis 2
Gigi Hadid as Maybelline Brand
Ambassador brand image has impact
towards consumer purchase intention
Inspired by confident and
accomplished women, Maybelline is
all about empowering women to make
a statement, to explore new looks and
to flaunt their own individuality. To
channel this identity, Maybelline has
displayed its own brand image to
convey their message to its consumers.
To emphasise the brand image of
Maybelline, the brand makes Gigi
Hadid as their Brand Ambassador to
convey their message since Gigi Hadid
is currently a globally relevant and a
highest performing spokesmodel who
has a similar image to Maybelline
which is young, chic, and fashionable.
This makes Maybelline want to tap
into her influence and partner with her
to build up Maybelline's audience. For
this reason, we asked Millennials and
Gen Z to find out whether Gigi Hadid
as Maybelline Brand Ambassador
brand image has an impact towards
consumer purchase intention.
Millennials think that
Maybelline's brand image was in line
with what the brand wants to convey.
This makes consumers interested in
11
buying the product. The brand image
displayed by Maybelline is that it is
suitable for all ages, especially for
young people. Maybelline itself has an
image of affordable but not cheap.
Meanwhile, Gen Z said that the brand
image displayed by Maybelline may be
normal, but because of Gigi Hadid, the
brand image of Maybelline is elevated
compared to other drugstore brands.
Gigi Hadid is currently a
globally relevant and a highest
performing spokesmodel, Millennials
have that view and by that, with Gigi
Hadid being the brand ambassador of
Maybelline, it makes the brand look
chic and also raises the brand image of
Maybelline since she is in line with the
brand’s identity. Gen Z also thinks the
same thing that Gigi Hadid is a role
model today. Gen Z says that this
attracts Maybelline customers.
Based on David & Benedikte
(2004), a brand should be able to find
celebrities that are relevant to the
product with reasonable logic about the
product. As the results obtained from
the Focus Group Discussion, Gigi
Hadid is a celebrity that is relevant for
Maybelline's product and it can be
concluded that Gigi Hadid as
Maybelline Brand Ambassador brand
image has a positive impact towards
consumer purchase intention. Both
Millennials and Gen Z agree that Gigi
Hadid has succeeded in raising the
brand image of Maybelline because the
brand image displayed by Gigi Hadid
fits perfectly with Maybelline's image
(young, chic, and fashionable also is
synonymous with New York and
Fashion) and Gigi Hadid makes it more
suitable for all ages. This also makes
both Millennials and Gen Z interested
in buying Maybelline products.
4.2.3. Hypothesis 3
Gigi Hadid as Maybelline Brand
Ambassadors has an impact towards
consumer purchase intention As we
talked about the impact of brand
ambassadors towards a certain brand
namely, Maybelline it is important to
know whether having a brand
ambassador in is affecting their
purchase intention. In this case, Gigi
Hadid is our main focus as she is the
ambassador of Maybelline. In this
study we will compare the view
between two generations (Millenials
and Gen-Z) of Maybelline users.
Our representatives from the
millennials and Gen-Z are questioned
on their purchase intention towards
Maybelline. Both groups think that
12
making Gigi Hadid as the brand products.
ambassador of Maybelline does not
4.2.4. Hypothesis 4
make them more interested in buying
Gigi Hadid as Maybelline Brand
Maybelline products, however they
Ambassador has an impact on
think that Gigi Hadid’s fans may have
consumer purchase intention with
bought it. The representatives of both
brand image as a mediating variable
groups stated that they don’t think that
the brand ambassador of a make-up
Brand image could reflect how
brand plays a significant role on their
customers see and what the customers
purchase intention towards make-up
feel towards a certain brand (Roy and
products. The Millennials group stated
Banerjee; 2007). Maybelline is famous
that when buying a make-up product
for its wide variety of cosmetics
they focus on the quality of the product
starting from classic colors to hot new
and the price of the product. Besides
colors. Known for its high end
quality, Gen-Z also sees the shades of
products since the brand ambassador
the products as the main factor. In the
are mainly high-end models. Based on
future, both groups think that they will
the research, both Millenials and
still not be affected by brand
Gen-Z agreed that Gigi Hadid fit the
ambassadors in general because it is
brand image of Maybelline perfectly.
not their top priority on buying both
Our study led to a belief where each
make-up and Maybelline products.
variable - Gigi Hadid as the brand
Counter with Anderson and Ekman
ambassador and Maybelline brand
(2009) statement that brand
image- fitness actually elevated the
ambassadors will give an authentic
Maybelline image evenmore and
validity of features which will
increased the product attractiveness to
distinguish products and in return
customers. Despite all of this, our
might enhance product attractiveness
study found out that the brand
for customers. In this case, our
ambassador itself is not the only factor
respondents think that brand
for its purchase intention. There are
ambassadors did not add an
other factors that came into
attractiveness to Maybelline products,
consideration for this, such as (1) The
rather quality, price and innovative
quality of the product, (2) word of
products is the indicator of our
mouth, and (3) reviews. Hence, from
respondents when buying make-up

13
this perspective, Gigi Hadid's role as evenmore which plays a part in
the brand ambassador might not have customer’s purchase intention,
much effect on a customer's purchase especially to nonexperts. This is
intention if the quality or brand image
because Gigi Hadid as the Brand
of Maybelline is not attractive for the
Ambassador plays an even bigger part
customer.
in catching customer’s eyes and sets
the Maybelline’s brand image towards
The second research question
non-experts. Maybelline brand image
leads to a turn where our study found
will be seen as trustworthy for
that the brand ambassador image itself
customers.
could actually help how customers
perceive Maybelline, especially in the
5. Conclusion
case of those who do not understand
5.1. Conclusion
much about makeup or cosmetic
Based on our findings from the
products. A brand ambassador might
focus group discussion, it can be
enhance products' attractiveness and
concluded that Gigi Hadid as
give validation of features which will
Maybelline Brand Ambassador has a
distinguish the products from
positive impact towards brand image.
competitors (Anderson and Ekman;
Both the Millennials and Gen Z
2009). Based on the study, people are
participants agree that by having
more interested to purchase Maybelline
someone as influential and has high
products if they saw Gigi Hadid, this is
relevance in the beauty standards of
due to her strong image as an
today highly impacts on how
international model. In other words,
Maybelline consumers view their
Gigi Hadid as the brand ambassador
products as well as what kind or
would elevate Maybelline's brand
categories of makeup consumers are
image for those who do not understand
interested in. According to the focus
cosmetics. This brings our hypothesis
group discussion, participants are
to a new light and sees it from all
interested in the products that are being
perspectives. To conclude, With Gigi visibly used by Gigi Hadid in
Hadid and Maybelline's high class advertisements. Thus the visual factors
image, each variable elevates how such as color, texture, the expected
customers perceive the brand outcome when worn, etc., of beauty

14
products are very important to effect on consumer purchase intention
consumers. with brand image as a mediating
variable. Gigi Hadid as a brand
Gigi Hadid as Maybelline ambassador and the Maybelline brand
Brand Ambassador brand image also image fitness enhanced the Maybelline
has a positive impact towards brand image and made the product
consumer purchase intention since both more appealing to buyers. Despite this,
Millennials and Gen Z agree that Gigi our research discovered that the brand
Hadid has succeeded in raising the ambassador is not the only element
brand image of Maybelline compared influencing purchasing intentions, but
to other drugstore brands. This makes more on reviews, word of mouth, as
consumers interested in buying the well as quality. Having Gigi Hadid as a
product since the brand image brand ambassador would improve
displayed by Gigi Hadid fits perfectly Maybelline's image among individuals
with Maybelline's image (young, chic, who are unfamiliar with cosmetics.
and fashionable) and Gigi Hadid makes
it more suitable for all ages. 5.2. Managerial Implications
In conducting this research
In terms of Gigi Hadid as through the focus group discussion we
Maybelline's brand ambassador, it have met with six different people and
doesn't really affect Gen Z and we have seen their perception towards
Millennials' interest in buying Maybelline. Therefore, we proposed
Maybelline products. However, they several managerial implications for the
think that Gigi Hadid fans might buy it. company, such as:
Both groups stated that brand 1. Maybelline should always implement a
ambassadors did not play a significant quality check since our representative
role in their purchase intentions for has stated that Maybelline has one of
Maybelline products because they the best quality with a good price and
looked more at quality, price, and they should maintain it.
product innovation as indicators in 2. Maybelline should do research and
buying Maybelline products. development for their product in the
future.
As for Gigi Hadid as 3. Maybelline should consider making
Maybelline Brand Ambassador has an new innovative make-up products in

15
 the future that will make it easier for
the customer to do their makeup.

5.3. Limitations of Research

Due to the time frame along
with other challenges researchers
faced while doing this research, the
focus group discussion participants
could be more representative for
example including those of
significant age differences since the
obtained participants are close in age,
as well as having both genders that
are female and male, since the
obtained participants are all only
females. Furthermore, the focus
group discussion participants would
be more representative of the
intended population if more could be
obtained.

5.4 Recommendations of Research

It is recommended that future
researchers to,
1. Discuss the word of mouth and
reviews from influencers.
2. Discuss how quality of product
affects customer purchase
intention.
3. Discuss the product innovation
of Maybelline.

16
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17
Appendix. ambassador of Maybelline influence
your purchase decision on make-up
● Focus Group Discussion Questions products?
Questions about Gigi Hadid as Maybelline 3. By appointing Gigi Hadid into a brand
Brand Ambassador has an impact towards ambassador, will you purchase
brand image Maybelline products in the future?
1. What are the reasons that customers
are attracted to Maybelline products? Questions about Gigi Hadid as Maybelline
2. Will the collaboration with Gigi Hadid Brand Ambassador has an impact on
as a brand ambassador make you more consumer purchase intention with brand
interested in Maybelline products? image as a mediating variable
3. What kind of Maybelline products are 1. In your opinion, what impression does
you often influenced by brand Gigi Hadid have on Maybelline as a
ambassadors like Gigi Hadid? brand ambassador?
2. Brand image is often influenced by
Questions about Gigi Hadid as Maybelline artists who are chosen as the “face of
Brand Ambassador brand image has the brand”. Do you think Gigi Hadid as
impact towards consumer purchase Maybelline’s brand ambassador can
intention increase your desire to purchase
1. What do you think about the brand products?
image displayed by Maybelline? 3. If you do not understand makeup and
2. In your opinion, how is the brand see a poster of Gigi Hadid in
image displayed by Gigi Hadid? Maybelline's product line, would you
3. Does Gigi Hadid’s brand image match be interested in buying it? Why?
Maybelline brand image?
● Focus Group Discussion
Questions about Gigi Hadid as Maybelline Documentation
Brand Ambassadors has an impact towards
consumer purchase intention
1. Does by making Gigi Hadid your
Brand Ambassador piqued your
interest to purchase Maybelline
products?
2. Does making Gigi Hadid the brand

18