The Influence of Red Velvet Brand Ambassador on Purchase Intention in Azarine Cosmetic Make Up Products
Pengaruh Brand Ambassador Red Velvet Terhadap Minat Beli Produk MakeUp Azarine Cosmetic
DOI:
https://doi.org/10.21070/ups.2582Keywords:
Azarine Cosmetics, Brand Ambassador, Purchase IntentionAbstract
The large number of companies engaged in the beauty sector make companies have to have a marketing strategy in dealing with other competitors. Like what was done by one of the local brands, Azarine Cosmetic, owned by PT Wahana Cosmetics Indonesia from Sidoarjo, which used the brand ambassador to attract consumers. The purpose of this study was to examine the influence of brand ambassadors on consumer buying interest in Azarine Cosmetic products. This study uses a quantitative method with a total of 100 respondents obtained from the calculation of the slovin formula. This study uses purposive sampling method to determine respondents with certain criteria, namely followers of the Red Velvet Indonesia @ReVeluvNESIA fanbase Twitter account. The results of the research show that Red Velvet as the brand ambassador has a positive and significant effect on purchase intention of 80.2% and the remaining 19.2% was influenced by other factors.
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