Pengaruh Brand Ambassador, Brand Image, dan Social Media Marketing terhadap Minat Beli Ulang Gen Z (Survei Pada Produk Kolaborasi Chagee X Chenle Nct)

This study aims to analyze the influence of Brand Ambassador, Brand Image, and Social Media Marketing on Generation repurchase intention toward Chagee products in collaboration with Chenle of NCT. Leveraging the Korean Wave phenomenon, Chagee appointed Chenle as its Brand Ambassador to build instant brand awareness, which successfully increased social media engagement and purchase interest. A quantitative survey method was employed with 100 Generation Z respondents who had purchased Chagee products. The data were tested for validity and reliability and then analyzed using multiple linear regression. The findings reveal that Brand Ambassador, Brand Image, and Social Media Marketing have a significant effect on repurchase intention, both partially and simultaneously. Among these variables, Brand Ambassador plays the most dominant role, as emotional attachment to public figures strongly drives consumer loyalty. Nevertheless, Brand Image and Social Media Marketing also contribute significantly to shaping repurchase behavior. These results highlight that effective marketing strategies must integrate public figure endorsement, positive brand perception, and relevant digital content to transform short term enthusiasm into sustainable consumer loyalty.