Unveiling The Impact of Brand Identity Towards Brand Advocacy (A Case Study: Indonesian Local Beauty Brand)

A jump in sales of beauty products, expected to reach 33.4 million pieces by 2020, indicates that Indonesia is becoming more conscious of the value of skincare. The priority sector of the cosmetics business uses technology to boost economic growth and satisfy domestic E-commerce continues to grow in the face of COVID-19, it can significantly boost awareness by providing a platform for being seen by many people; that’s why influencers play the key role that can sway customers’ opinions on skincare by highlighting urban shifts towards a healthier lifestyle. This study aims to investigate how Brand Ambassador, Brand Credibility, and Brand Love affect Brand Advocacy in the cosmetic industry, focusing on brand S serum. There is a for more research that will critically examine the link between Brand Credibility, the role of Brand Ambassadors, and wrestling Brand Advocacy. Trust in brands is indispensable to advocacy, but there is a remarkable dearth of fine gainer scrutiny on this particular correlation in extant literature. “Hair Theory” was used as the sampling technique. The data were collected over three months, beginning in January, and ending in March, from 110 respondents. Analytical techniques employed included an inner model test, construct reliability, validity test, and hypothesis tests supported by SmartPLS 4.1.0.1 software. The study finds that Brand Ambassador and Brand Credibility affected Brand Advocacy. Concurrently, Brand Love does not impact Brand Advocacy. The study finds that Brand Ambassador and Brand Credibility affect Brand Advocacy through factors like word of mouth and consumer behavior. However, Brand Love does not affect Brand Advocacy, showing that people are less likely to support a brand without feelings. These discoveries have the potential to be further explored in further research and are crucial for firms to make informed decisions in a competitive marketplace.