PENGARUH BRAND AMBASSADOR TERHADAP BRAND IMAGE DAN DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN (Survei pada Konsumen Produk Scarlett di Kota Malang)

Abstract

As a result of the current technological developments, many new brands of beauty products have emerged, both local and foreign brands. So that market competition is becoming increasingly fierce and encourages the world beauty product business competition to increase. To be competitive, companies are required to use appropriate and effective marketing strategies.. This research aims to determine the effect of brand ambassadors on brand image and its impact on purchasing decisions for Scarlett products. The type of research used in this research is explanatory research or explanatory research using a quantitative approach. This research is included as survey research because it uses questionnaire instruments to obtain data. The measurement scale that is used in this study is a Likert scale. The population taken in this study were consumers with certain criteria, namely users of Scarlett Whitening products and knowing Song Joong-Ki as Scarlett's brand ambassador. The sample in this study were 82 respondents using non-probability sampling techniques and purposive sampling methods. The data analysis method used is a partial t test to determine the effect of the independent variable on the dependent variable partially, and a simultaneous F test to determine the effect of the independent variables on the dependent variable simultaneously. The t test results show that partially (1) brand ambassadors have a significant effect on brand image, (2) brand ambassadors have a significant effect on purchasing decisions, (3) brand image has a significant effect on purchasing decisions. While the simultaneous F test shows that brand ambassadors and brand image have a significant effect on Scarlett purchasing decisions in Malang City.