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All Journal YUME : Journal of Management
Fenilia Fenilia
(Orc ID : https://orcid.org/0000-0003-0155-2555) (Sinta ID : 6675772) STIE Amkop Makassar
Economics, Econometrics & Finance Health Professions Social Sciences

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Pengaruh Inovasi, Brand Ambassador, dan Promosi terhadap Keputusan Pembelian Scarlett Whitening pada Media Sosial Tiktok Batam Fenilia Fenilia; Inda Sukati
YUME : Journal of Management Vol 6, No 2 (2023)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v6i2.4452

Abstract

This researches are conduct on the Tiktok Batam social media, especially for consumers who use products from Scarlett Whitening. The aims of these researches are finding out and innovation, brand ambassadors, and promotions on purchasing decisions. The populations and sample are the peoples in Batam who use Tiktok who use Scarlett Whitening beauty products, totaling 100 people. Data collection conducted by distributing questionnaires. The data analys deployed multiple linear regressions. The finding showed that innovation, brand ambassadors, and promotions partially and simultaneously influence the purchasing decision of scarlett whitening on the Tiktok Batam social media. The Adjusted R Square value of 0.550, that meaning that innovation, brand ambassadors, and promotion of purchasing decision representatives is 55% and the remaining 45% is influenced by other variables outside of this study such as price, product quality, brand, and so on. Keywords: Brand Ambassador, Innovation, Promotion, Purchase Decision
Co-Authors Sukati, Inda