DOI of the published preprint http://dx.doi.org/10.32493/drb.v9i3.59686
The Effect Brand Ambassador, Brand Image, and Electronic Word of Mouth on Brand Switching of Skincare in the Tiktokshop Sidoarjo
Dampak Brand Ambassador, Brand Image, dan Electronic Word of Mouth terhadap Brand Switching pada produk Skincare Skintific di Tiktokshop Sidoarjo
DOI:
https://doi.org/10.21070/ups.12257Keywords:
Brand Ambassador, Brand Image, Electronic Word of Mouth, Brand SwitchingAbstract
This study was conducted with the aim of determining the influence of Brand Ambassadors, Brand Image, and Electronic Word of Mouth on Brand Switching on Skintific products in the Sidoarjo Tiktokshop Application. The type of research used by the author is a quantitative approach. The population used in this study is the Sidoarjo community with a sample of 100 respondents, the techniqueused in sampling is purposive sampling with sample criteria aged 17 – 45 years and who have used Skincare Skintific products. Data were collected through questionnaires and answer were measured using a likert scale. Data analysis – structural PLS-SEM using smart PLS 3.0 software. The research results prove that Brand ambassadors, Brand image, and Electronic word of mouth have an influence on Brand switching.
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