How Brand Ambassador and Social Media Marketing of Luxury Brand Affect Purchase Intention of Generation Z in Jakarta

  • Pravinindya Zayyan Arundati


The growth of fashion luxury brands has been remarkable in recent years. Indonesia has emerged as a prominent market for luxury goods, witnessing an 84% surge in sales, making it the leading online luxury goods sales market in Asia. This research focuses on Generation Z consumers in Jakarta due to their increasing economic influence and potential to account for a substantial portion of luxury goods sales by 2025. As social media becomes a ubiquitous platform for communication and marketing in Indonesia, businesses increasingly utilize Social Media Marketing to engage with consumers. Luxury brands have also embraced social media to transform their communication strategies, shifting the balance of power from marketers to consumers. The role of a brand ambassador goes beyond mere endorsement, as they actively promote the brand on their platforms, fostering trust and imitation. However, previous research on brand ambassadors' impact on purchase intention yields contradictory results. Therefore, this study aims to investigate the specific relationship between luxury brand ambassadors and purchase intention. The research objectives are to examine the positive effects of luxury brand marketing campaigns, specifically Brand Ambassador and SMM, on the purchase intention of Generation Z consumers in Jakarta. The findings of this research will benefit the marketing departments of luxury brands preparing strategies for the Indonesian market. Furthermore, it will contribute valuable insights to future studies on luxury brand purchase intentions, with potential applications for marketing strategists targeting the Indonesian luxury market, particularly Jakarta. Ultimately, this study aims to shed light on the impact of brand ambassadors and social media marketing on luxury brand purchase intentions among Generation Z consumers in Jakarta. Based on the statistical data analysis, the research concludes that both brand ambassador and social media marketing exert significant and positive influences on luxury brand purchase intention.


Arrigo, E. (2018). Social media marketing in luxury brands: A systematic literature review and implications for management research. Management Research Review, 41(6).
Atwal, G., & William, A. (2009). Luxury brand marketing – The experience is everything! Journal of Brand Management, 16(5).
Baird, C., & Parasnis, G. (2013). From social media to social customer relationship management. IEEE Engineering Management Review, 41(3).
Chitrakorn, K., & Guilbault, L. (2021, May 24). Forget Hollywood. There's a new global brand ambassador. Vogue Business. Retrieved May 22, 2023, from
Choudhury, P. K., & Schmid, L. S. (1974). Black models in advertising to blacks. Journal of Advertising Research, 14(3).
Chu, S.-C., Kamal, S., & Kim, Y. (2019). Re-examining of consumers’ responses toward social media advertising and purchase intention toward luxury products from 2013 to 2018: A retrospective commentary. JOURNAL OF GLOBAL FASHION MARKETING, 10(1), 81-92.
CNBC. (2023, January 17). Gen Z is driving luxury sales as wealthy shoppers get younger. CNBC. Retrieved May 18, 2023, from
Coltrane, S., & Messineo, M. (2000). The Perpetuation of Subtle Prejudice: Race and Gender Imagery in 1990s Television Advertising. Sex Roles, 42.
D'Arpizio, C., Levato, F., Kamel, M., & de Montgolfier, J. (2017, December 22). Luxury Goods Worldwide Market Study, Fall–Winter 2017. Bain & Company. Retrieved May 21, 2023, from
Data Analysis Australia. (2007, September). Questionnaire Validity. Data Analysis Australia. Retrieved July 31, 2023, from questionnaire-validity/
Deloitte. (2015). The luxury opportunity. Deloitte. Retrieved May 19, 2023, from
Dimitrieska, S., Stamevska, E., & Stankovska, A. (2019). INCLUSIVE MARKETING – REALITY OR MAKE UP. 16(2).
Dobre, C., Milovan, A.-M., Dutu, C., Parada, G., & Agaphie, A. (2021). The Common Values of Social Media Marketing and Luxury Brands. The Millennials and Generation Z Perspective. Journal Theoretical and Applied Electronic Commerce Science, 16(7).
DwivedI, Y. K., Kapoor, K. K., & Chen, H. (2015). Social Media Marketing and Advertising. The Marketing Review, 15(3).
Fandos, C., & Flavian, C. (2016). Intrinsic and extrinsic quality attributes, loyalty and buying intention. PDO product, British food journal, 108(8).
Ferdinand, A. (2002). Pengembangan Minat Beli Merek Ekstensi. Badan Penerbit Universitas Diponegoro.
Ferdinand, A. (2003). Structural Equation Modelling dalam Penelitian Manajem. Semarang: FE UNDIP.
Fitzgerald, B. (2016). Indonesia is Asia's largest online luxury market for sales growth. Fashion Network UK. Retrieved March 9, 2023, from Indonesia-is-asia-s-largest-online-luxury-market-for-sales-growth,728456.html
Gautam, V., & Sharma, V. (2017). The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands. Journal of Promotion Management, 23(6). 10496491.2017.1323262
Grilec, A., Vukusic, D., & Dujic, D. (2020). COMMUNICATION STRATEGIES OF LUXURY BRANDS DURING COVID-19 CRISIS. 63rd International Scientific Conference on Economic and Social Development – "Building Resilient Society", 11(12).
Horwell, V. (2011, April 1). Luxury Daily. Luxury Daily.
Kauppinen-Räisänen, H., Björk, P., Lönnström, A., & Jauffret, M.-N. (2018). How consumers' need for uniqueness, self-monitoring, and social identity affect their choices when luxury brands visually shout versus whisper. Journal of Business Research, 84.
Kim, A. J., & Ko, E. (2010). Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention. Journal of Global Fashion Marketing, 1(3).
Kim, J., & Lee, K. H. (2019). Influence of integration on interactivity in social media luxury brand communities. Journal of Business Research, 99.
Ko, E., Costello, J. P., & Taylor, C. R. (2019, June). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405-413. Get rights and content
Kotler, P., & Keller, K. L. (2012). Marketing Management. Prentice Hall.
Kujur, F., & Singh, S. (2017). Engaging customers through online participation in social networking sites. Asia Pacific Management Review, 22(1), 16-24.
Maguire, L. (2023, May 1). Unlocking Gen Z's luxury spending power in 2023. Vogue Business. Retrieved May 22, 2023, from
McKinsey. (2023, March 20). What is Gen Z? McKinsey. Retrieved May 18, 2023, from
Miller, K. D., Fabian, F., & Lin, S.-J. (2009). Strategies for online communities. Strategic management journal, 30(3), 305-322.
Nisa, C., & Pramesti, D. A. (2019). How Do Effective Digital Marketing and Brand Ambassador Stimulate Purchase Intention Today? Advances in Social Science, Education and Humanities Research, 436(1).
Paurav, S. (2012). The influence of value perceptions on luxury purchase intentions in developed and emerging markets. International Marketing Review.
Peña-García, N. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6).
Phan, M., Thomas, R., & Heine, K. (2012). Social Media and Luxury Brand Management : The Case of Burberry. Journal of Global Fashion Marketing.
Prastiwi, F., Ratnaningsih, C., Windhyastiti, I., & Khouroh, U. (2020). ANALISIS PENGARUH TREN BUDAYA, BRAND AMBASSADOR DAN HARGA TERHADAP PURCHASE INTENTION. Jurnal Bisnis dan Manajemen, 7(1).
Putri, Y. I., Pradana, M., Utami, F. N., Nugraha, D. W., & Karnovi, R. (2021). The Influence of Brand Ambassador on E-Commerce Purchase Intention. Proceedings of the International Conference on Industrial Engineering and Operations Management.
Royan, F. M. (2004). Marketing Selebrities. PT Elex Media Komputindo.
Scott, G. (2023, February 25). Multicollinearity: Meaning, Examples, and FAQs. Investopedia. Retrieved July 31, 2023, from collinearity.asp
Statista. (2023, February 13). Number of worldwide social network users 2027. Statista. Retrieved May 18, 2023, from
Taylor, S. (2023). Multiple Linear Regression - Overview, Formula, How It Works. Corporate Finance Institute. Retrieved May 21, 2023, from resources/data-science/multiple-linear-regression/
Tsvetkova, R. (2023, March 8). 99 Amazing Social Media Statistics and Facts. Brandwatch. Retrieved May 19, 2023, from
Vigneron, F., & Johnson, L. W. (2004, July 1). Measuring perceptions of brand luxury. Journal of Brand Management, 11.
Walker, A. (2022, August 2). Managing reputational risk. WTW. Retrieved May 19, 2023, from
Zhou, L., & Wang, T. (2014). Social media: A new vehicle for city marketing in China. Cities, 37.
How to Cite
ARUNDATI, Pravinindya Zayyan. How Brand Ambassador and Social Media Marketing of Luxury Brand Affect Purchase Intention of Generation Z in Jakarta. Asian Journal of Research in Business and Management, [S.l.], v. 5, n. 3, p. 201-214, oct. 2023. Available at: <>. Date accessed: 26 june 2024.