International Conference on Entrepreneurship (IConEnt-2016)

“How Innovation could Improve the Performance and Productivity in Entrepreneurship?”

March 17, 2016.
Universitas Pelita Harapan, Tangerang – Indonesia

THE INFLUENCE OF BRAND AMBASSADOR ON BRAND IMAGE AND

CONSUMER PURCHASING DECISION:
A CASE OF TOUS LES JOURS IN INDONESIA

Felicia Wang1), Evo Sampetua Hariandja2)

1) 2)
Business School of Universitas Pelita Harapan, Tangerang, Indonesia

1)
e-mail: evo.hariandja@uph.edu
2)
e-mail: felic_w@hotmail.com

Abstract

In Indonesia, the arising number of many local or international brands in the market can be seen. One of the
major countries that have opened up their way is South Korea, for the example the opening Korean bakery
stores of Tous Les Jours in Indonesia. To communicate about the product offerings to the customers, Tous Les
Jours use their brand ambassador, Kim Soo Hyun as a tool of promoting their brand. The aim of this research is
to see the influence of brand ambassador on brand image and consumer purchasing decision of Tous Les Jours
in Indonesia. There are 3 hypotheses that stated in the beginning of research and to prove the hypotheses, 109
questionnaires are distributed to conduct this research. The questionnaires are tested by Smart-PLS 3 and using
path analysis. The result of this study will show the influence of brand ambassador on brand image and
consumer purchasing behavior of Tous Les in Indonesia and show the effectiveness of Kim Soo Hyun as a
brand ambassador.

Keywords: Brand ambassador, Brand image, Consumer purchasing decision

1. Introduction
In Indonesia, the arising number of many Coordinating Board (BKPM) in Table 1.
local or international brands in the market South Korea is one of the main countries
can be seen. Indonesia’s consumer-related and placed 7th among the countries who
market opportunities continue to lead invest in Indonesia.
growth in the world’s fourth-largest country,
and expansion in the retail, health, education, Table 1. FDI Inflows by Countries in Indonesia 2014
telecom and financial services sector have Main Investing Countries 2014, in %
boomed in the last few years. The Singapore 20.4
Indonesian consumer is ranked as one of the Japan 9.5
most confident in the world, and 50% of
Malaysia 6.2
Indonesia’s 253 million citizens are under
the age of 30 (export.gov, 2015). The Netherlands 6.1
By taking a closer look to the business UK 5.6
market in Indonesia, many countries have
USA 4.5
been trying to spread their business and
invest in Indonesia. One of the major South Korea 3.9
countries that have opened up their way is Source: BKPM
South Korea. In the past few years, there are
many Korean stores opened up in With the addition of the intensity of
Indonesia’s malls. According to the data Korean Wave in Indonesia, many
provided from Indonesia Investment companies targeted Indonesian people as the
potential buyers for the company. Korean
292
International Conference on Entrepreneurship (IConEnt-2016)
“How Innovation could Improve the Performance and Productivity in Entrepreneurship?”
March 17, 2016.
Universitas Pelita Harapan, Tangerang – Indonesia

food companies are trying to open their 14 Pand’or 4.1

branch stores in Indonesia to expand their
market. One of the recent example is the 15 Cizz 4.1
established of Korean bakery shops in
16 Amber Chocolate Bar 4.0
Indonesia, Tous Les Jours. Tous Les Jours
itself is a very famous bakery shop in Korea 17 Bakerzin 4.0
by CJ Food Company and has been known
to be successfully grabbing the attention of 18 Garcon 4.0
Indonesian customers. According to 19 Cheese Cake Factory 4.0
Indonesian Bakery Association (APEBI)
chairman Chris Hardijaya, the increased 20 Tous Les Jours 4.0
consumption of freshly baked products was Source: Zomato.com
apparent not only by the higher demand for
wheat flour in the country but also by the From Table 2 above, Tous Les Jours is
arrival of new players in the business during placed 20th based on the popularity ranking.
the past five years. Take an example of the Since the competition in Indonesia’s bakery
capital city of Indonesia, Jakarta, There are business area is rising up, the company
numerous of bakery stores open in marketers are formulating and implementing
Indonesia. The most famous application for different strategies in order attract new
food guidance in Indonesia, Zomato, has customers to keep their business in the
listed the bakery stores by their popularity Indonesia’s market. To communicate about
ranking as shown in Table 2. the product offerings to the customers,
marketers need to use unique tools and
Table 2. Popularity Rank of Bakeries in Indonesia techniques when compare to their local
Rank Name Score (1 to 5) competitors. Creating very different strategy
by using marketing mix is one the major
1 Francis Artisan Bakery 4.9
challenge for the present scenario. Hence,
2 BEAU 4.8 the role of advertising has undergone
positive ramifications by showcasing new
3 Union Deli 4.6 features and attributes of the products to
4 Auntie Anne’s 4.4
stand out from the crowd. It is well known
that brand is company’s product or a service
5 Golden Egg Bakery 4.4 which gives a unique identity and
positioning into the minds of the target
6 Sophie Authentique 4.3
audience. Through branding, the marketer
7 Exquise Patisserie 4.2 adds a dimension and value to products to
fill the absences from marketplace.
8 Kempi Deli 4.2 Keller (2006:256) stated that the
branding has been around for centuries as a
9 Rati Rati 4.2
means to distinguish the goods of one
10 Baconerie 4.2 producer to another. Consumers may
evaluate the identical product differently
11 Henis 4.2
depending on how it is branded. Consumers
12 The Harvest 4.2 learn about brands through pas experiences
with the product and its marketing program.
13 Casadina Kitchen & Bakery 4.1 To create the brand image, a company or
marketer may use the advertising to create
293
International Conference on Entrepreneurship (IConEnt-2016)
“How Innovation could Improve the Performance and Productivity in Entrepreneurship?”
March 17, 2016.
Universitas Pelita Harapan, Tangerang – Indonesia
the awareness. The advertising is not only a
medium to create brand awareness but also
to give the information or image that a
company wants to be perceived by its
customer. That is one of the reasons that the
company makes a budgeting to advertising
expense. Through the increasing
competition, the advertising is not only the
medium to create the brand image and
perceived value. To promote the sales of
their product marketers endeavor to endorse
it through celebrities evoke closer consumer
engagements with the brand under optimal
conditions and drives purchases. These
celebrities are popularly named as Brand
Ambassadors who can be best portrayed as
the representative of the organization,
institution or corporation that well sketches
the product or services being produced by
the company or organization. In the modern
market, without brand ambassadors it’s
somewhat difficult to sell the product. For
brand recall, marketer select right person for
right product at right place so that the brand
can maintain the stability in the competitive
world.
For this case, Tous Les Jours has
appointed Kim Soo Hyun, one of the most
famous celebrity in South Korea, as their
brand ambassador to represents their brand
image. Brand itself is the most valuable
asset of any firm and promoting the product
through a brand ambassador can enhance
brand value or equity which in turn can be
leveraged through brand extension. Brand
personality also nourishes brands to gain
market share, command premium price and
insulates from discounting brands.
Endorsing brands of the products through a
well-known personality has become very
prominent these days as they sort out the
problem of over communication, provides
instant recognition and transfers their
goodwill to the brand. In order to pamper
the consumer a celebrity is deployed to
transmit credibility and aspirational values
to a brand in alignment with the product.
There should be certain compatibility
between the brand ambassador and the
brand personality like celebrity, popularity,
availability, physical attractiveness and their
profession in consonance with the product.
It is indispensable that creativity should
underlie while using celebrity endorsement
otherwise it may over power and
overshadow the brand popularly known as
vampire effect. Researches tend to show that
the use of brand ambassador has the most
positive effect. According to Greenwood
(2012:78) and Royan (2004:8) in Putra,
Suharyono and Abdilla (2014), brand
ambassador was instrumental in helping the
smooth marketing activities both locally and
globally.
Brand ambassadors or celebrity
endorsement will help create a stronger
emotional connection between a
brand/company with the consumer so
indirectly would build the image of the
product impact on purchasing decisions and
product usage. The brand ambassadors will
explain the process of the usage of the
product and benefits out of it and why
customers have to buy this product. The
customers perceive the brand as having very
superior quality just because it has been
endorsed by their favorite personality and
based on this customers start that
endorsement as one the indicator of the
superior quality for any other brand. With
the help of the both brand ambassadors and
the company credibility plays a very
significant role in the attitude of the
consumers towards the advertisement and
brand recall too. But sometime over
popularity of the brand ambassadors may
create negative response to the brand. By
involving in multiple brand endorsement it
may leads to create huge confusion in
customers’ minds. The end of using brand
ambassador and enhancing brand image will
lead to affect the consumer purchasing
decision towards the brand. Based on the
problems that are formulated above, the
294
International Conference on Entrepreneurship (IConEnt-2016)
“How Innovation could Improve the Performance and Productivity in Entrepreneurship?”
March 17, 2016.
Universitas Pelita Harapan, Tangerang – Indonesia
objectives of this research are formed as
followings: 1) to study the importance of
brand ambassador in the promotion of a
product, 2) to find out whether brand
ambassador constitutes for brand image, 3)
to identify whether brand ambassador has
any impact in the consumer purchasing
decision of a product, 4) to identify the
effectiveness of Kim Soo Hyun as the brand
ambassador of Tous Les Jours in Indonesia.
2. Literature review
2.1. Brand Ambassador
The term brand ambassador, brand endorser
or celebrity endorser is commonly used
interchangeably with phrases such as brand
advocates, advertising spokespeople,
customer evangelists and promotional
models. Although they are casually used
interchangeably in the media, it is important
to differentiate between ambassadors who
are genuine supporters and devotees of a
brand, and ambassadors that are employed
and trained by the company. Both paid and
earned brand ambassadors provide
information about the product, service or
idea, to other people, creating widespread
word of mouth marketing (Cheyfitz, 2010;
Belch & Belch, 2007) in Boswarva (2012).
According to Lea – Greenwood (2012) in
Putra, Suharyono and Abdilla (2014), there
are several indicators of brand ambassador:
1. Transference is when a celebrity supports
a brand that is associated with their
profession.
2. Congruence (conformity), is a key
concept in the brand ambassador which is to
ensure that there is a 'match' (suitability)
between brand and celebrity.
3. Credibility, is the degree to which
consumers see a source (ambassador) has
the knowledge, expertise or experience
relevant and the source (ambassador) can be
trusted to provide objective information and
unusual .
4. Appeal, is a non-physically attractive
appearance that can support a product or
advertisement.
5. Power, is charisma emitted by the source
in order to be able to influence consumers
so that consumers are influenced to buy or
use the product.
2.2. Brand Image
Brand image has been studied extensively
since the 20th century due to its importance
in building brand equity. In the increasingly
competitive world marketplace, companies
need to have a deeper insight into consumer
behavior and educate consumers about the
brand in order to develop effective
marketing strategies. In the following
paragraph, we will discuss the relationship
between consumers’ cognition of brand
image and consumer behavior.
Keller came up with the concept
“customer-based brand equity (CBBE)” in
1993, which refers to the various reactions
to the branding campaign from consumers
who have knowledge of the brand in varying
degrees. In other words, brand image and
brand awareness are the basis and sources of
brand equity. Brand equity is an important
tangible asset that has psychological and
financial value to the firm. It is the added
value endowed to products and services.
This value may be reflected in how
consumers think, feel and act with the
respect to the brand. According to Keller
(2006), brand image is the perceptions and
beliefs held by consumers, as reflected in
the associations held in consumer memory.
In this regard, the brand knowledge and
brand awareness also should be built and
understood before the consumers could
respond positively to the branding
campaign.
For marketers, examining the
consistency between the brand image and
consumers’ self-concept is very important,
because consumers might display various
self-concepts in different social context. But
295
International Conference on Entrepreneurship (IConEnt-2016)
“How Innovation could Improve the Performance and Productivity in Entrepreneurship?”
March 17, 2016.
Universitas Pelita Harapan, Tangerang – Indonesia
whatever the context is, consumers would
think better of the brand as long as the brand
image is in line with the their self.
2.3. Consumer Purchasing Decision
Consumer purchasing decision is a part of
consumer behavior. Consumer behavior can
be defined as the process and activities
people engage in when searching for,
selecting, purchasing, using, evaluating and
disposing of products and services so as to
satisfy their needs and desires (Belch and
Belch, 2007). For many products and
services, purchase decisions are the result of
a long, detailed process that may include an
extensive information search, brand
comparisons and evaluations, and other
activities. Marketers’ success in influencing
purchase behavior depends in large part on
how well they understand consumer
behavior. Marketers need to know the
specific needs customers are attempting to
satisfy and how they translate into purchase
criteria. According to Peter and Donnelly
(2007), the process by which consumers
make decision to purchase various products
and brands is shown in Figure 1.
Need Alternative Alternative
Recognition Search Evaluation
Post-purchase Purchase
Evaluation Decision
Figure 1.Consumer Decision Making Process
The starting point of any purchase
decision is a customer need (or problem).
Need recognition occurs when an individual
senses a difference between what he or she
perceives to be the ideal versus then actual
state of affairs (Blackwell et al, 2007).
The next step is alternative search. Once a
need is recognized, the individual then
searches for alternatives for satisfying the
need.
2.4. Hypothesis Development
Singh (2014) stated brand is the most
valuable asset of any firm and promoting the
product through a brand ambassador can
enhance brand value or equity which in turn
can be leveraged through brand extension.
Brand personality also nourishes brands to
gain market share, command premium price
and insulates from discounting brands.
Endorsing brands of the products through a
well-known personality has become very
prominent these days as they sort out the
problem of over communication, provides
instant recognition and transfers their
goodwill to the brand. Roll (2006) defined
brand image is the picture of the brand in
the minds of customers and stakeholders. It
refers to the way customers and
stakeholders decode all the signals provided
by a given product, brand, company, or even
country. The brand image is a result of
many external factors of which marketing
communications is just one. Similarly every
product has an image. The consumer tries to
consume a brand which has the maximum
fit with his/her own personality/image. The
brand ambassador or celebrity endorser fits
in between these two interactions, where he
tries to bring the image of the product closer
to the expectation of the consumer, by
transferring some of the cultural meanings
residing in his image to the product
(Rawtani, 2010).
To achieve this effectively, value for
the brand has to be created and managers
must have the knowledge and expertise to
exploit this value by developing profitable
brand strategies. Successful celebrity/brand
partnerships have resulted in significant
gains in income for brand owners. The
micro factors such as the need for
interactivity, the degree of control exercised
by consumers over messages received and
increasing media fragmentation render
296
International Conference on Entrepreneurship (IConEnt-2016)
“How Innovation could Improve the Performance and Productivity in Entrepreneurship?”
March 17, 2016.
Universitas Pelita Harapan, Tangerang – Indonesia
brand ambassador or celebrity endorser a
valid strategy. Careful management of brand
image that impacts on brand associations
stored in consumer memory is critical to a
successful strategy.
A study of Mukherjee (2009), shows
that consumers report higher self-brand
connections for brands with images that are
consistent with the image of a celebrity that
they aspire to be like, particularly in the case
when the image of the celebrity and the
brand match. Brand ambassadors or
celebrity endorsement effects are moderated
by brand symbolism, such that brands that
communicate something about the user yield
stronger effects than brands that do not. In
the case of aspirational celebrities, the
positive effect of image congruency is
stronger for those brands that are perceived
to communicate something symbolic about
the brand’s user compared to those brands
that do not. There has to be an effective
media to make the product reach towards
the customer. The media here can be termed
as the celebrity who endorses the product.
People also start associating their status
symbol to that of the product that they
consume and the celebrity associated with it
(Goutam, 2013). Derived from these
theories, this paper proposed the hypothesis
as follow:
H1: Brand ambassador positively related
with brand image.
Tellis (2004) mentioned
trustworthiness in the source credibility
theory of why endorsement work, It is stated
that trustworthiness is the willingness of the
source to make true claims. A source is
likely to make an honest claim if it has no
vested interest in the outcome or it is not
under pressure to slant the evidence. Buyers
would consider most advertisers to have a
vested interest in stating the claims of their
products. Audiences generally know that
spokespersons or brand ambassadors are
paid. The effectiveness of the endorsement
then depends on whether the audience’s
prior perception of the endorser as
trustworthy overcomes any perceived bias
that arises from the audience’s knowledge
of the payment. In fishing, sometimes it’s
necessary to use one fish as bait for another.
Similarly, companies often use people for
catching consumer’s attention. Famous
individuals or celebrities are popular bait.
Many companies hire celebrities to
endorse their product (Blackwell et al.,
2007). Their role is to help the customer
through the steps of the decision-making
process, including problem recognition,
information search, evaluation of
alternatives and product choice (Solomon,
2006) in Boswarva (2012). The brand
ambassadors’ role is to encourage product
involvement by suggesting the customer
tries, touches, feels and smells the various
products, and pick samples which they can
take home and try. This coupled with the
visceral nature of the environment itself
means the customer has the chance to gain
familiarity with the products available to
purchase. Hence, the familiarity of the brand
ambassador will affect the consumer
purchasing decision. Consequently, this
study implies that:
H2: Brand ambassador positively related
with consumer purchasing decision.
Netemeyer et al. (2004) in Zhang (2014)
also approved the dominant impact of brand
equity on customer response toward the
branding campaign. With the proliferation
of brands in the market, consumers make
their purchase decisions largely depending
on the brand image rather than the product
itself. Moreover, when the brand image is
consistent with the consumers’ self-concept,
the consumers would give a preference to it.
According to the self-concept theory, one’s
self concept is a collection of perception
about him/herself that includes elements
297
International Conference on Entrepreneurship (IConEnt-2016)
“How Innovation could Improve the Performance and Productivity in Entrepreneurship?”
March 17, 2016.
Universitas Pelita Harapan, Tangerang – Indonesia
such as capabilities, characteristics,
shortcomings, appearance and personality.
Schiffman and Kanuk (2007) also
mentioned that the celebrity endorser of
brand ambassador’s credibility is not a
substitute for corporate credibility. One
study discovered that although the
endorser’s credibility strongly impacted the
audience’s attitudes toward the ad, the
perceived corporate credibility had a strong
impact on attitudes toward the advertised
brand. Otherwise, the brand image of the
brand itself will affect the attitude of the
consumer. Based on the statements above,
this study implies the following hypothesis:
H3: Brand image positively related with
consumer purchasing decision.
2.5. Theoretical Framework
This study was adapted from previous
studies mainly Putra, Suharyono and
Abdillah (2014) as shown in Figure 2.
Figure 2. Theoretical Framework
3. Methodology
This study will use quantitative method to
analyze the data, as this is descriptive study
that is the type of quantitative research. In
marketing research, quantitative approach is
used for validation of facts, estimates,
relationships, and predictions (Hair et al.,
2004), it is also the supporting reason to use
quantitative method as there are several
hypotheses to be tested in this study. This
type of study is intended to describe the
influence of brand ambassador on brand
image and consumer purchasing decision.
The variables in this study adopted
from Putra, Suharyono and Yusri Abdillah
(2014), which are brand ambassador, brand
image and consumer purchasing decision,
which are applied to one of the famous
Korean bakery in Indonesia, Tous Les Jours.
Hence, researcher chose Tous Les Jours
because it can represents the arising number
Korean stores opened in Indonesia lately.
The respondent in this study are Indonesian
individuals who are the consumers of Tous
Les Jours who had already became
consumers and done a purchase a product of
Tous Les Jours at least once and are the
decision maker for the purchased product.
The number of samples collected and
used in this study is 109, as following
Sekaran and Bougie’s (2014) guide in
determining sample size that if it is more
than 30 and less than 500 samples then it
will be considered as appropriate for most
research. It is also supported by Hair et al.
(2012) that suggested PLS-SEM minimum
sample size should be equal to the larger of
the following: (1) ten times the largest
number of formative indicators used to
measure one construct or (2) ten times the
largest number of structural paths directed at
a particular latent construct in the structural
model. In this research, there are 3 paths
(hypotheses), therefore, it is fulfilled the
condition required in PLS-SEM, which the
minimum are 10 times 3 paths = 30 samples.
To analyze the relationship between selected
factors, structural equation modeling was
used.
4. Findings
In this study, the questionnaires were
distributed to 139 respondents through
convenience sampling. For the actual
research, there are 100 questionnaires used
with complete answers, while 30 of those
are used for the pre-test. The respondents‟
298
International Conference on Entrepreneurship (IConEnt-2016)
“How Innovation could Improve the Performance and Productivity in Entrepreneurship?”
March 17, 2016.
Universitas Pelita Harapan, Tangerang – Indonesia

profiles are collected from the estimates should be 0.5 or higher. And also,
questionnaires distributed, which are gender, the value of average variance extracted
age, occupation, visit frequencies, and the (AVE) extracted from each indicator should
source of store’s information. The profile of be ≥ 0.5 to suggest adequate convergence.
respondents will be explained in the Table Table 4 shows the factor loading value of
3. the valid indicators from the pre-test study.

Table 3. Respondent’s Profile Table 4. Convergent Validity Test

Category Characteristic Number of % Variable Indicator Factor AVE Result
Respondent Loading
Female 75 68.8% BA1 0.908 Valid
Gender Male 34 31.2% BA2 0.868 Valid
BA3 0.881 0.772 Valid
18-24 95 87.2%
Brand BA4 0.871 Valid
25-29 10 9.2% Ambassador BA5 0.863 Valid
30-39 2 1.8% BI1 0.800 Valid
Age
40 and above 2 1.8% BI2 0.821 Valid
Student 80 73.4% BI3 0.778 0.588 Valid
Private Brand BI4 0.657 Valid
13 11.9%
Sector Image BI5 0.770 Valid
Public Sector 10 9.2% CPD1 0.852 Valid
Housewife 2 1.8% CPD2 0.842 Valid
Occupation Unemployed 4 3.7% Consumer 0.579
CPD3 0.768 Valid
1-3 times in a Purchasing CPD4 0.751 Valid
3 2.8%
week Decision CPD5 0.554 Valid
1-3 times in a
30 27.5%
month
Once in a After test the validity of each construct,
24 22%
month each construct’s AVE should be higher than
Less than
Frequency once in a 52 47.7%
its squared correlation with any other
of visit month construct (Hair et al., 2012). The square root
Social Media 4 3.7% of AVE value of each variable is mentioned
Printed in the diagonal line and is greater than the
4 3.7%
Advertising
Word of correlation between it and other constructs
8 7.4%
Mouth of Table 5.
Source of Passing by
store 89 81.5%
the store Table 5. Discriminant Validity Test
information Other 4 3.7%
BA BI CPD
BA 0.879
This study was conducting the pre-test BI 0.273 0.767
with 30 respondents to examine whether the CPD 0.557 0.518 0.761
indicators used are valid and reliable
through validity test and reliability test. This Sekaran and Bougie (2013) defined
test is carried out using the Smart-PLS 3 reliability as a test of how consistently a
software. From 15 indicators provided in measuring instrument measures whatever
pre-test, all of the indicators are valid and concept it is measuring. Hair et al. (2010)
reliable. mentioned that composite reliability (CR)
From 109 questionnaires, convergent estimate is 0.7 or higher to suggest good
and discriminant validity are used to reliability. The result of reliability test for
measure validity. The convergent validity is actual test of this research is shown in Table
attained when factor loading significance 6. The reliability test for the actual test in
value of each indicator is reached. Hair et al. this research showed that all the variables
(2010) stated that the standardized loading used are reliable. It can be seen from Table
299
International Conference on Entrepreneurship (IConEnt-2016)
“How Innovation could Improve the Performance and Productivity in Entrepreneurship?”
March 17, 2016.
Universitas Pelita Harapan, Tangerang – Indonesia

6 that the value of composite reliability for CPD5 2.560

each variable are higher than 0.7. The value
of composite reliability for brand The mean values shown in Table 7
ambassador, brand image, and consumer showed the average answers of the
purchasing decision range from 0.871 to respondents in each indicator. In the
0.944. Thus, all indicators indicating that variable brand ambassador, indicator BA1
they are all reliable. referred as “I can recognize Kim Soo Hyun
easily” and indicator BA2 referred as “Kim
Table 6. Reliability Test Soo Hyun has a good reputation” both have
Variable Indicator Composite Result the same and highest mean value which is
Reliability
BA1 3.725, indicating most of the respondents
Brand BA2 answer “agree”. While the indicator BA4
Ambassador BA3 0.944 Reliable “Kim Soo Hyun makes me easy to
BA4
recognize Tous Les Jours” possess the
BA5
BI1 lowest mean value 3.028 which indicating
Brand BI2 most respondents are “not agree nor
Image BI3 0.876 Reliable disagree”
BI4
BI5
In the brand image variable, the
CPD1 indicator BI3 which referred as “Tous Les
Consumer CPD2 Jours has high quality of products” possess
Purchasing CPD3 0.871 Reliable
the highest value mean of 4.156, it indicates
CPD4
Decision
CPD5 most of the respondents are “agree”. On the
other hand, indicator BI5 “Tous Les Jours
Mean for each indicator will be used to performs as it promises” has the lowest
calculate and describe the characteristics of mean value of 3.752 which indicates most
the samples. Mean or average is a measure of the respondent are answer “agree”.
of central tendency that offers a general On the last variable, consumer
picture of the data without unnecessarily purchasing decision, indicator CPD4 which
overflowing one with each of the referred to “I buy Tous Les Jours’ products
observations in a data set (Sekaran and because of their high quality product” has
Bougie, 2013). Calculated mean for each the highest mean value of 3.872. It is also
indicator is shown in Table 7. indicating that majority of the respondents
chose “agree”. While indicator CPD5 which
Table 7. Descriptive Statistics referred as “I buy Tous Les Jours’ products
Variable Indicator N Mean because I know Kim Soo Hyun as their
BA1 3.725 brand ambassador” shows the lowest mean
BA2 3.725 value of 2.560, suggests that most of the
Brand Ambassador BA3 109 3.505 respondents are answer “not agree nor
BA4 3.028
BA5 3.257
disagree”.
BI1 3.789 Hypotheses testing are done by
BI2 4.055 checking the value of original sample and
Brand Image BI3 109 4.156 T-statistics value of each of the hypothesis
BI4 3.835 developed in this research. The path
BI5 3.752 coefficients between variables can be seen
CPD1 3.183
CPD2
in Table 8 and Figure 3. Hypothesis testing
3.204
Consumer Purchasing CPD3 109 3.266 is the most important part in a research and
Decision CPD4 3.872 used to take a general conclusion. In this

300
International Conference on Entrepreneurship (IConEnt-2016)
“How Innovation could Improve the Performance and Productivity in Entrepreneurship?”
March 17, 2016.
Universitas Pelita Harapan, Tangerang – Indonesia
section all ten hypotheses developed in this
research will be investigated whether they
are supported or not supported. The
hypothesis testing in this research used
Structural Equation Model (SEM) with
Smart-PLS 3 software as tools to test the
hypotheses.
Table 8. Hypothesis Testing
Original
Regres T-statistic
Hypothesis Sample
sion s > 1.65
(O)
H1
BA →
0.273 2.716
BI
BA →
H2 0.449 5.202
CPD
BI
H3 0.396 4.085
→CPD
Hypothesis 1 that stated about “Brand
ambassador positively related with brand
image” is supported. The result of
hypothesis testing showed that its original
sample value is 0.273, which is positive and
T-statistics value is 2.716, which is greater
than 1.65. Thus, brand ambassador is proved
to positively influenced brand image.
Hypothesis 1 is significant and accepted.
Hypothesis 2 that stated about “Brand
ambassador positively related with
consumer purchasing decision” is also
supported. Seeing that the original sample
value is 0.449 and the T-statistics value is
5.202, meaning that original sample value is
positive and T-statistics value is greater than
1.65. Hence, brand ambassador is proved to
positively influence consumer purchasing
decision. Hypothesis 2 is significant and
accepted.
Hypothesis 3 that stated about “Brand
image positively related with consumer
purchasing decision” is supported. The
hypothesis testing result showed that the
original sample value of it is 0.396, which is
positive and the T-statistics value is 4.085,
which exceed 1.65. So, brand image is
proved to positively influence consumer
purchasing decision. Hypothesis 3 is
significant and accepted.
The value of R square is also necessary to
analyze the result, the variance in the
dependent variables are accounted for by the
independent variables is answered through
the R square. Brand image has the R square
of 0.075 which indicates that the variable of
brand image is 7.5% explained by brand
ambassador. While consumer purchasing
decision with the R square of 0.455
Result
indicates the variable of perceived
Supported
commodity uncertainty is 45.5% explained
by brand ambassador and brand image.
Supported
5. Discussion
Supported
The hypothesis testing above showed that
all of the hypotheses in this study are
supported. In this section, the reason of the
hypotheses acceptance would be explained.
Additionally, the result of descriptive
statistics in this research will also be linked
to the supported hypotheses. This research
was done to investigate the influence of
brand ambassador to brand image and
consumer purchasing behavior by adopting
model from Putra, Suharyono and Abdillah
(2014), in which their object of study was
korean application, Line, in Asia whereas
the object of study for this research is
korean bakery, Tous Les Jours, in Indonesia.
Hypothesis 1 that stated about “Brand
ambassador positively related with brand
image” is supported. The result of
hypothesis testing showed that its original
sample value is 0.273, which is positive and
T-statistics value is 2.716, which is greater
than 1.65. Thus, brand ambassador is proved
to positively influenced brand image. In this
condition, it shows that brand ambassador
Tous Les Jours, Kim Soo Hyun, is
positively impact the brand image of Tous
Les Jours. In the variable brand
ambassador, indicator BA1 referred as “I
can recognize Kim Soo Hyun easily” and
indicator BA2 referred as “Kim Soo Hyun
has a good reputation” both have the same
and highest mean value which is 3.725,
indicating most of the respondents are agree
301
International Conference on Entrepreneurship (IConEnt-2016)
“How Innovation could Improve the Performance and Productivity in Entrepreneurship?”
March 17, 2016.
Universitas Pelita Harapan, Tangerang – Indonesia
that Kim Soo Hyun can be recognized easily
and have a good image as a brand
ambassador.
While, the indicator of brand image,
BI3 referred as “Tous Les Jours has high
quality of products”, has the highest mean
value of 4.156 and indicator BI2 referred
as “Tous Les Jours has a good brand image”
has the second highest mean value of 4.055
show that Tous Les has a good brand image
in Indonesia, with the addition of the fact
that Kim Soo Hyun has been agreed by the
respondents as a good ambassador, the good
brand image of Tous Les Jours also has
been positively increasing. A being mention
in the study of Mukherjee (2009) which
shows that consumers report higher
self-brand connections for brands with
images that are consistent with the image of
a celebrity that they aspire to be like,
particularly in the case when the image of
the celebrity and the brand match. Brand
ambassadors or celebrity endorsement
effects are moderated by brand symbolism,
such that brands that communicate
something about the user yield stronger
effects than brands that do not. In the case
of aspirational celebrities, the positive effect
of image congruency is stronger for those
brands that are perceived to communicate
something symbolic about the brand’s user
compared to those brands that do not. In this
case, Kim Soo Hyun can relate his good
image to the brand image of Tous Les Jours.
We can see that brand ambassador
positively related to the brand.
Hypothesis 2 that stated about “Brand
ambassador positively related with
consumer purchasing decision” is supported
and proved that brand ambassador has the
effects to the consumer purchasing decision.
The result of hypothesis testing showed that
its original sample value is 0.449, which is
positive and T-statistics value is 5.202,
which is greater than 1.65. In the variable of
brand ambassador, indicator BA1 referred
as “I can recognize Kim Soo Hyun easily”
and indicator BA2 referred as “Kim Soo
Hyun has a good reputation” both have the
same and highest mean value which is 3.725,
indicating most of the respondents are agree
that Kim Soo Hyun can be recognized easily
and have a good image as a brand
ambassador. While indicator of consumer
purchasing decision, CPD 4 which referred
as “I buy Tous Les Jours’ products because
of their high quality product”, has the
highest mean value of 3.872, it shows that
many respondents agree that they buy Tous
Les Jours product because they have high
quality product. However, the indicator of
CPD 5 which referred as “I buy Tous Les
Jours’ products because I know Kim Soo
Hyun as their brand ambassador” has the
lowest mean value of 2.560, shows that the
respondents are neither agree nor disagree
that they but the products because of the
Kim Soo Hyun, the brand ambassador. In
this case, we can see that Kim Soo Hyun is
not high effectively affecting consumer
purchasing decision of Tous Les Jours’
consumers in Indonesia. Therefore, we can
see that the brand ambassador of Tous Les
Jours, Kim Soo Hyun, positively related to
consumer purchasing decision.
The relationship of brand image and
consumer purchasing decision can be seen
in the hypothesis 3. Hypothesis 3 that stated
about “Brand image positively related with
consumer purchasing decision” is supported
and proved that brand image has the effects
to the consumer purchasing decision. The
result of hypothesis testing showed that its
original sample value is 0.396, which is
positive and T-statistics value is 4.085,
which is greater than 1.65. The indicator of
brand image, BI3 referred as “Tous Les
Jours has high quality of products”, has the
highest mean value of 4.156, shows that
respondents are agree that Tous Les Jours
has been producing high quality of products.
While, in the indicator consumer purchasing
decision, CPD 4 which referred as “I buy
Tous Les Jours’ products because of their
302
International Conference on Entrepreneurship (IConEnt-2016)
“How Innovation could Improve the Performance and Productivity in Entrepreneurship?”
March 17, 2016.
Universitas Pelita Harapan, Tangerang – Indonesia
high quality product”, has the highest mean
value of 3.872, it shows that many
respondents agree that they buy Tous Les
Jours product because they have high
quality product. These indicators show the
brand image of Tous Les Jours positively
related to consumer purchasing decision.
Therefore, from the respondent’s profile
data, we can see that there are more female
respondents (68.8%) rather than male
respondents (31.2%) in this research. It
indicates that female respondents are being
more influenced and attracted to visit Tous
Les Jours. The additional reason is female
are more influenced by trend. Since Tous
Les Jours is a bakery stores from Korea,
they are more eager to try and visit the store
than male customer. However, from the
hypotheses above, the respondents chose
Tous Les Jours also because of their high
quality products which are important for
both female and male respondents. In
respondent’s profile data, we can also see
that the major customers of Tous Les Jours
are students (73.4%) and mostly range from
19-24 years old (87.2%). The main reason
of this data is because most of Tous Les
Jours stores are located inside malls which
are easy to access and near with the location
of schools and universities. However, the
largest percentage of frequency of visit the
stores by most of the respondents is less
than once in a month and most of the
respondent know about the stores by passing
by the store (81.5%) rather than know it
from other sources such as social media,
printed advertising, word of mouth and
other.
6. Conclusion
This study has a purpose to investigate and
answer the hypotheses stated in the first
chapter of this study. It investigated the
influence of brand ambassador on brand
image and consumer purchasing decision.
This research also analyzes the effectiveness
of Kim Soo Hyun as brand ambassador of
Tous Les Jours in Indonesia. From the result
and discussions done in the previous section,
some conclusions can be drawn.
Firstly, brand ambassador influence
brand image and consumer purchasing
decision. As we can see in the discussion,
all of the 3 hypotheses are supported and
has positive impacts toward another variable.
In Indonesia, the use of brand ambassador
or brand endorser can be seen easily, many
companies are use celebrities as a tool or
marketing of their brand. Brand
ambassador indulges the factors of
trustworthiness and attractiveness of the
brand to the consumers. Consumers in
Indonesia believe that brand ambassador
have the influence in encoding the message
of the brand to the perception of the brand
itself in the consumers’ mind.
Secondly, brand ambassador itself is
less effective in affecting consumer
purchasing decision rather than the brand
image of the brand itself. Consumers agree
that the brand image of the brand or
company is the major key of their
purchasing decision. As long as they meet
the needs and wants of the consumer, they
will be considered to purchase the products
or services of that brand regarding who the
brand ambassador is.
Thirdly, in this study, have shown that
the effectiveness of Kim Soo Hyun is low in
Indonesia. Many consumers know about the
image of Kim Soo Hyun, but in reality, the
image of him doesn’t have a major effect to
the majority of consumer mind about the
Tous Les Jours brand image and consumer
purchasing decision. Indonesia may has
been influenced by Korean culture, but in
this case, Tous Les Jours has been proved to
stand up in the market by sustaining their
brand image.
From the results of hypotheses testing,
firstly it can be seen brand ambassador
positively influence the company’s brand
image and consumer purchasing decision,
the use of brand ambassador as a marketing
303
International Conference on Entrepreneurship (IConEnt-2016)
“How Innovation could Improve the Performance and Productivity in Entrepreneurship?”
March 17, 2016.
Universitas Pelita Harapan, Tangerang – Indonesia

strategy should be increased. With a good
image of brand ambassador, it will maintain
and attract new potential customer. The
marketers need to combine the good image
of the brand ambassador and brand image of
the company as their marketing strategy to
enter and sustain in the market. Since there
are so many competitors in Indonesia, the
marketers also need to focus on their
marketing strategy such as using social
media, printed advertising and commercials
to presents and advertise the products and
the company in Indonesia, not only depends
on passing by the store customers and use
the Hallyu Wave to spread about the store.
The reasons are because most of the
respondents of this research are from
passing by the store customers and they are
rarely know that Tous Les Jours has ever
used any other marketing strategy. It is very
important for companies to be known in the
market. Companies should be able to create
a strong position in the market.
The marketers and the company need
to maintain its high quality products,
because it is one of the main reasons why
people purchase in their store. The
marketers also need to take a look and
enhance their service quality, since
customers will come back and visit the store
for the second time simply because they are
satisfied with the brand. The developments
of variety products are also need. It is also
very important to know the customers of a
brand for the marketers and companies. It
can help the marketers to reach other market
segmentation using promotional tools and
evaluate its effectiveness.
Additionally, Tous Les Jours is one of
the examples of many foreign companies
open in Indonesia, the foreign companies’
marketers are needed to introduce the
culture of the country of origin to be
presented carefully in their store as one of
the marketing skills. With cultural
differences, it will attract more customers in
Indonesia, since the globalization is rising
up and Indonesia’s potential customers are
more open to foreign countries. The
marketers and the companies also have to be
responsible for carry their country’s image
to Indonesia.
There are several suggestions given to
future researchers. Most of the
recommendations and suggestions are based
on research limitations. Future research
should be applied more samples to conduct
this research and more diverse occupation to
capture better picture for the result of this
study. Future research should expand this
study to other country other than Indonesia
to explore how the differences in culture and
economic development will affect the result.
Comparative study about this study topic
will also be interesting since how people in
different countries deal with Kim Soo Hyun
as the brand ambassador and see the
influence of a brand ambassador on brand
image and consumer purchasing behavior in
each country, can be obtained. The model
may need to be modified for future
researches, for instance, by including more
variables to be analyzed. Since the
additional variable might provide a better
insight for the researchers to understand
each variable assessed in this study.
304
International Conference on Entrepreneurship (IConEnt-2016)
“How Innovation could Improve the Performance and Productivity in Entrepreneurship?”
March 17, 2016.
Universitas Pelita Harapan, Tangerang – Indonesia

References

___, 2013, “Tous Les Jours”, Gogirlmagz.com, viewed 5 October 2015,

[http://www.gogirlmagz.com/place/detail/tous-les-jours.html]
___, 2013, “Tous Les Jours”, Tous Les Jours, viewed 5 October 2015,
[http://touslesjoursbakery.com/]
___, 2015, “Doing Business in Indonesia”, export.gov, viewed 4 October 2015,
[http://www.export.gov/indonesia/doingbusinessinindonesia/index.asp]
___, 2015, “Indonesia: Foreign Investment”, Santandertrade.com, viewed 14 January 2016,
[ https://en.santandertrade.com/establish-overseas/indonesia/foreign-investment]
___, 2015, “Jakarta Best Bakeries”, Zomato.com, viewed 14 January 2016,
[https://www.zomato.com/jakarta/best-bakeries]
Belch, George E. and Michael A. Belch. (2007). Advertising and Promotion: An Integrated
Marketing Communications Perspective, 7th ed. McGraw-Hill International Edition,
New York.
Blackwell, Roger, Clare D’Souza, Mehdi Taghian, and Paul Miniard. (2006). Consumer
Behavior: An Asia Pacific Approach. Thomson, Australia.
Boswarva, Jessica Olwen. (2012). The Marketing Relevance of Australian Cosmetic Brand
Ambassadors. Faculty of Business and Law, Edith Cowan University, Australia.
Cooper, Donald and Schindler, Pamela S. (2006). Marketing Research, McGraw Hill, New
York
Goutam, D. (2013). “Influence of Brand Ambassadors on buying behavior of Soft Drinks:
With Reference of Belgaum City”. IMPACT: International Journal of Research in
Business Management, 1(4), 9-18.
Grewal, Dhruv and Michael Levy. (2008). Marketing, International ed. McGraw-Hill
International Edition, New York.
Hair, Joe F., Marko Sarstedt, Christian M. Ringle, and Jeannette A. Mena. (2012), “An
Assessment of The Use of Partial Least Squares Structural Equation Modeling in
Marketing Research”, Journal of the Academy of Marketing Science, 40, 414–433
Hair, Joseph F., Robert P. Bush, and David J. Ortinau. (2004), Marketing Research: Within a
Changing Information Environment, 2nd ed., McGraw-Hill/Irwin, New York, NY
Hair, Joseph F., William C. Black, Barry J. Babin, and Rolph E. Anderson. (2010),
Multivariate Data Analysis: A Global Perspective, 7th ed., Pearson Education, Inc.,
New Jersey
Kidihae. (2012), “Kim Soo Hyun Menjadi Model Tous Les Jours Bakery”. Koreanindo,net,
viewed 5 October 2015.
[http://koreanindo.net/2012/11/25/kim-soo-hyun-menjadi-model-untuk-tous-les-jours-
bakery/]
Kotler, Phillip and Kevin Lane Keller. (2006). Marketing Management, 12th ed. Pearson
Education International, New Jersey, USA
Malhotra, Naresh K. (2004), Marketing Research: An Applied Orientation, 4th ed., Pearson
Education, New Jersey
Mukherjee, Debiprasad. (2009). Impact of Celebrity Endorsements on Brand Image. SSRN:
[http://ssrn.com/abstract=1444814]
Osman, Nurfika, 2013, “Bakeries flourish as middle classes adopt new lifestyle”,
TheJakartaPost.com, viewed 14 January 2016,
305
International Conference on Entrepreneurship (IConEnt-2016)
“How Innovation could Improve the Performance and Productivity in Entrepreneurship?”
March 17, 2016.
Universitas Pelita Harapan, Tangerang – Indonesia

[http://www.thejakartapost.com/news/2013/07/01/bakeries-flourish-middle-classes-ad
opt-new-lifestyle.html]
Peter, J. Paul and James H. Donnelly, Jr. (2007). Marketing Management: Knowledge and
Skills, 8th ed., McGraw-Hill International Edition, New York.
Putra, Muhammad Ikhsan, Suharyono & Yusri Abdillah. (2014). Pengaruh Brand
Ambassador Terhadap Brand Image Serta Dampaknya Terhadap Keputusan
Pembelian. Jurnal Administrasi Bisnis (JAB). 12(1).
Rawtani, Piyush. (2010). Celebrity Endorsement and Brand Building.
http://openpolicyontario.pbworks.com/f/Celebrity-Endorsements-Report1+(2).pdf
(Accessed: 9 Oct 2015)
Roll, Martin. Asian Brand Strategy: How Asia Building Strong Brands. Palgrave Macmillan,
2006. New York.
Ruslim, Friska A. The Impact of Brand Knowledge of Celebrity Endorser and Product to
Brand Knowledge Transfer. School of Business and Management Institut Teknologi
Bandung, 2009.
Schiffman, Leon G. and Leslie Lazar Kanuk. (2007). Consumer Behavior, 9th ed. Pearson
International Edition, New Jersey.
Sekaran, Uma and Bougie, Roger. (2013), Research Methods for Business: A Skill-Building
Approach, 6th ed., John Wiley & Sons Ltd., UK
Singh, Anchal. (2010). Brand Ambassadors Endorsing Brands. Research Scholar, Faculty of
Commerce, Banaras Hindu University, Varanasi.
Tellis, Gerard J. (2004). Effective Advertising: Understanding When, How, and Why
Advertising Works. Sage Publication, Inc. California, USA.
Zhang, Yi. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review.
Open Journal of Business and Management, 2015, 3, 58-62.
Zikmund, William G. (2003), Exploring Marketing Research, 8e, Thomson South-Western,
Ohio.
Zikmund, William G. and Babin Barry J. (2007), Exploring Marketing Research, 9th ed.,
Thomson South-Western, USA

306