Pengaruh Brand Ambassador, Brand Awareness dan Brand Image terhadap Keputusan Pembelian Skincare Scarlett Whitening

Aprianti, Wina and Imasari, Kartika (2023) Pengaruh Brand Ambassador, Brand Awareness dan Brand Image terhadap Keputusan Pembelian Skincare Scarlett Whitening. Jurnal Ilmiah Ilmu Pendidikan, 6 (2). pp. 1275-1282. ISSN 2614-8854

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Abstract

The purpose of this research is to analyze and study the influence of brand ambassadors, brand awareness, and brand image on consumer purchasing decisions. The widespread use of Korean artists or idols is becoming a mainstay for business people, moreover the image of Korean artists is known for skin health and other body care. TWICE as the brand ambassador of Scarlett Whitening is able to attract consumers to own this product. TWICE as the brand ambassador of Scarlett Whitening is considered capable of increasing its brand awareness in the market, creating an iconic image of healthy skin care, being able to target a wider market segmentation, as well as fulfilling consumers' emotional desires for their idols. This can increase market share as well as purchasing decisions for Scarlett Whitening products. The sample of this research is users of Scarlett Whitening skin care products in Bandung city. The type of research in the research is descriptive quantitative analysis. Non-probability sampling by purposive sampling is the sampling method of this study and found a total sample of 118 consumers. The data collection technique is by distributing online questionnaires. The linear regression analysis method is used as a data analysis technique in the research being carried out. The results of the study found that brand ambassadors, brand awareness, and brand image have an influence on purchase decisions, either partially or simultaneously.

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