The Role of Brand Ambassador, Brand Image, and Brand Credibility in Influencing Consumers' Decisions on Beauty Products
Peran Brand Ambassador, Brand Image, Serta Brand Credibility dalam Mempengaruhi Keputusan Konsumen Produk Kecantikan
DOI:
https://doi.org/10.21070/ups.2177Keywords:
Brand Ambassador, Brand Image, Brand Credibility, Purchase Decision, Scarlett WhiteningAbstract
This study aims to determine the role of Brand Ambassador, Brand Image and Brand Credibility in the purchasing decisions of users of Scarlett Whitening products. This study uses a quantitative approach. The population in this study is all Sidoarjo people who use Scarlett Whitening products. The sampling technique of this research was carried out using probability sampling method with random sampling technique with a total of 100 respondents. Data collection techniques by distributing questionnaires to the people of Sidoarjo using interval measurements and answers are measured using a Likert scale. The data analysis technique in this study uses the SmartPLS (Smart Partial Least Square) application. The results of this study indicate that brand ambassadors, brand image, and brand credibility have a significant effect on the decision to purchase Scarlett Whitening products in the Sidoarjo community.
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