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This study examined the impact of K-pop idol brand ambassadors and exclusive photocards on cosmetics purchase decisions among 400 K-pop fans in Jakarta, Indonesia.A quantitative survey was conducted to test the influence of brand ambassador credibility, attractiveness, and power along with sales promotion premiums on hedonic shopping motivation and purchase choices.Results of PLS-SEM analysis showed brand ambassadors indirectly impacted purchase decisions through hedonic motivation, while premium photo cards directly affected both motivation and purchases.The findings suggest combining idol brand ambassadors with exclusive promotional items effectively stimulates cosmetics purchases among K-pop fans in Jakarta.This research is novel in its exploration of the combined influence of K-pop idol brand ambassadors and exclusive premium photocards on Korean beauty product purchases within Jakarta's K-pop idol fan community.By examining this unique intersection and its implications, the study offers fresh insights into consumer behavior, marketing strategies, and cultural dynamics, enriching the body of knowledge in this field.
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