Pengaruh Brand Ambassador Dan Brand Image Terhadap Minat Beli Yang Berdampak Pada Keputusan Pembelian (Scarlett Whitening)

Abstract

In making advertisements, a product requires advertising stars. To increase consumer interest in a product or service, companies usually use Brand Ambassadors. By building a high level of trust in consumers, it can improve purchasing decisions. This research was conducted with the aim of showing the influence of brand ambassadors and brand image on purchase intention and their impact on purchasing decisions for Scarlett products. Sampling in this study used a purposive sampling technique and obtained as many as 73 samples. The results of the study show that brand ambassadors have no effect on purchase intention. Brand image has a positive and significant influence on purchase intention. Purchase intention has a positive and significant effect on purchasing decisions. Brand ambassadors have a positive and significant effect on purchasing decisions. Brand image has no significant effect on purchasing decisions. Purchase intention cannot mediate the relationship between brand ambassadors and purchasing decisions. Purchase intention can mediate the relationship between brand image and purchasing decisions. Future research is expected to be able to increase the number of research samples and add other variables such as: promotion, product design, price, brand loyalty and so on which can influence buying interest and purchasing decisions.

Keywords : Brand Ambassador, Brand Image, Purchase Interest, Purchase Decision