The Role Of Brand Ambassador And E-WOM In Influencing Purchase Decisions: Mediating Analysis Of Purchase Intention On Scarlett

Efa Suci Lestari, Ambar Lukitaningsih, Muinah Fadhilah

Sari


This study aims to analyze the impact of Brand Ambassador, E-WOM, and Purchase Intention on Purchase Decision in buying Scarlett products. Scarlett uses Brand Ambassadors and E-WOM as a means to promote products. This research uses quantitative methods with a sample of 140 respondents who are Scarlett consumers who live in the Special Region of Yogyakarta. The sampling technique is to distribute data in the form of a questionnaire and the sample size uses Hair et all because the population is not known with certainty. The measuring instrument used is validity and reliability tests and data analysis techniques using multiple linear regression models with the help of SPSS 25. The results of this study prove that the hypotheses are not all accepted, namely, brand ambassadors have no effect on purchase decisions, while E-WOM and purchase intention affect purchase decisions. This shows that only the E-WOM and purchase intention variables have a significant effect on purchase decision. The results of this study also show that the Purchase Intention variable is able to mediate the relationship between Brand Ambassador and E-WOM on Scarlett product Purchase Decision. This study recommends that Scarlett focus on promotion through E-WOM, and companies are expected to be able to choose the right Brand Ambassador, and maintain Purchase Intention consistency to increase Purchase Decision.
Keywords: Brand Ambassador, E-WOM, Purchase Intention, Purchase Decision.

Teks Lengkap:

Download PDF

Referensi


Adhimusandi, D., Sudirman, H. A., & Militina, T. (n.d.). THE IMPACT OF GREEN MARKETING AND CORPORATE SOCIAL RESPONSIBILITY ON BRAND IMAGE, PURCHASE INTENTION, AND PURCHASE DECISION (STUDY ON THE BODY SHOP IN SAMARINDA). Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 4. https://jurnal.stie-aas.ac.id/index.php/IJEBAR

Alessandrina Dyandramitha. (2024, August 5). Consumer Insight Jadi Strategi Cerdas Scarlett dalam Membangun Merek. Marketeers.

Amalia, A., Novirsari, E., Shifa, M., Muda, I., & Soemitra, A. (2021a). The Role of Brand Image in Mediating the Effect of Electronic Word Of Mouth (Ewom) and Brand Ambassadors on Purchase Intention (Study of E-Commerce Customers in Medan City). In Turkish Online Journal of Qualitative Inquiry (TOJQI) (Vol. 12, Issue 6). www.topbrand-award.com

Amalia, A., Novirsari, E., Shifa, M., Muda, I., & Soemitra, A. (2021b). The Role of Brand Image in Mediating the Effect of Electronic Word Of Mouth (Ewom) and Brand Ambassadors on Purchase Intention (Study of E-Commerce Customers in Medan City). In Turkish Online Journal of Qualitative Inquiry (TOJQI) (Vol. 12, Issue 6). www.topbrand-award.com

Annissa Mutia. (2022, December). Makin Meroket, Pendapatan Produk Kecantikan dan Perawatan Diri di RI Capai Rp111,83 Triliun pada 2022. Databoks.

Aulia, E., Tantya, D., & Rosyadi, I. (2024). THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM), WEBSITE QUALITY, AND CONSUMER CONFIDENCE ON PURCHASING DECISIONS (STUDY ON SHOPEE E-COMMERCE USERS IN SURAKARTA). In Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) (Vol. 7, Issue 2).

Desy. (2022, December). Tren Kecantikan 2023, Bagaimana Brand Lokal Merebut Pasar? . FORTUNE INDONESIA.

Frontier. (2024, August). “Reveal Your Beauty”, Rahasia Sukses Scarlett Raih Top Brand Award 2024. Majalah Marketing.

Kadek, N., Yohana, Y., Ayu, K., Dewi, P., Ayu, G., & Giantari, K. (2020). The Role of Brand Image Mediates the Effect of Electronic Word of Mouth (E-WOM) on Purchase Intention. In American Journal of Humanities and Social Sciences Research (Issue 1). www.ajhssr.com

Mone Ratu. (2023, August 29). Jenama Skincare Lokal Asli Indonesia Gandeng Grup K-Pop EXO sebagai Brand Ambassador. MNEWS.

Nawiyah, N., Kaemong, R. C., Ilham, M. A., & Muhammad, F. (2023). PENYEBAB PENGARUHNYA PERTUMBUHAN PASAR INDONESIA TERHADAP PRODUK SKIN CARE LOKAL PADA TAHUN 2022. ARMADA: Jurnal Penelitian Multidisiplin, 1(12), 1390–1396. https://doi.org/10.55681/armada.v1i12.1060

Nurjannah, A., & Surianto, M. A. (2022). THE INFLUENCE OF TIKTOK, BRAND AMBASSADOR, AND BRAND AWARENESS ON SHOPEE’S PURCHASE INTEREST.

Pebriyanti, E., & Kusmayadi, O. (2022). Brand Ambassador and Brand Personality on Decision to Purchase Nature Republic in Karawang. APTISI Transactions on Management (ATM), 6(1), 83–90. https://doi.org/10.33050/atm.v6i1.1565

Pravinindya Zayyan Arundati. (2023). How Brand Ambassador and Social Media Marketing of Luxury Brand Affect Purchase Intention of Generation Z in Jakarta. Asian Journal of Research in Business and Management. https://doi.org/10.55057/ajrbm.2023.5.3.18

Purwati, A., & Cahyanti, M. M. (2022). Pengaruh Brand Ambassador Dan Brand Image Terhadap Minat Beli Yang Berdampak Pada Keputusan Pembelian. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 11(1), 32–46. https://doi.org/10.46367/iqtishaduna.v11i1.526

Raihan Mohammad Fitri Melliana Wikarto Olga Assyraq Tiffani Meuraxa Rania Ratna Sari Irma Nilasari, A., Raihan Mohammad, -----------------------------------------------------------------------------------------------------------Anriera, Melliana Wikarto, F., Assyraq, O., Meuraxa, T., & Nilasari, I. (n.d.). THE EFFECT OF BRAND AMBASSADOR AND SALES PROMOTION ON REPURCHASE INTENTION OF TOKOPEDIA CUSTOMERS IN BANDUNG, INDONESIA. 23, 2022. https://doi.org/10.37178/ca-c.22.1.313

Sindy Yulitaningrum, L., & Lestari Andjarwati, A. (2024). THE INFLUENCE OF BRAND IMAGE AND E-WOM ON PURCHASE DECISION WITH TRUST AS A MEDIATING VARIABLE (A Study on Evangeline Perfume Users in Generation Y and Z). International Journal of Economic Literature (INJOLE), 2(4), 1012–1030.

Siti Rabiah, A., & Anggriany Stefany, F. (2022). ANALISIS PREFERENSI KONSUMEN TERHADAP PRODUK PERAWATAN DIRI (SKINCARE) LOKAL YANG MEMPENGARUHI CUSTOMER LOYALTY Oleh. Jurnal Ekonomi Dan Bisnis, 11(3). www.janio.com,

Statista. (2024). Kosmetik-Indonesia. Statista.Com.

Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif Dan R&D (Sutopo, Ed.; 2nd ed.). ALFABETA.

Suhaily, L. (2023). Analysis of Consumer Attitude, Environmental Concern and Perceived Valueto Purchase Decision Upcycled Products which mediated by Purchase Intention. In International Journal of Contemporary Applied Researches (Vol. 10, Issue 12). www.ijcar.net

Wijareni, D. N., & Nurmahdi, A. (2023). Analysis of Brand Ambassador, Country of Origin and Word of Mouth on Consumer Trust and Purchasing Decisions (Case Study on Non Member Consumers of Herbalife Nutrition Products). https://doi.org/10.31933/dijdbm.v4i3




DOI: https://doi.org/10.37531/mirai.v10i1.8344

Refbacks

  • Saat ini tidak ada refbacks.


Flag Counter

Creative Commons License

JURNAL MIRAI MANAGEMENT is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Web Analytics