The Influence of Brand Ambassadors, Brand Awareness and Customer Trust on Interest in Buying Wardah Beauty Products (Study Of Consumers in Sidoarjo)
Pengaruh Brand Ambassador, Brand Awareness dan Customer Trust terhadap Minat Beli Produk Kecantikan Wardah (Studi pada Konsumen di Sidoarjo)
DOI:
https://doi.org/10.21070/ups.6888Keywords:
Brand Ambassador, Brand Awareness, customer trust, Purchase InterestAbstract
This study aims to determine the role of Brand Ambassador, Brand Awareness, and Customer Trust on the purchase interest of Wardah Skincare among consumers in Sidoarjo. The population involved in this study were consumers in Sidoarjo who had purchased Wardah Products at least once. The sample used in this study was 100 people. The data analysis technique used Partial Least Square. The results of this study indicate that Brand Ambassador, Brand Awareness and Customer Trust have a positive and significant effect on purchase interest. The findings of this study have several important implications, it is hoped that Brand Wardah will be able to develop a marketing strategy through Brand Ambassador, especially on the reputation of Brand Ambassador Wardah because it can increase consumer purchase interest. Building strong brand awareness and maintaining consumer trust through the behavior or habits of sellers in selling products can increase consumer purchasing interest.
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