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All Journal International Journal of Communication and Society Jurnal Ekonomi Perusahaan
Rosari, Theodora Lady
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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The power of brand ambassador Twice influences brand image and purchase intention on Scarlett Whitening beauty products Rosari, Theodora Lady; Simamora, Bilson
Jurnal Ekonomi Perusahaan Vol. 31 No. 1 (2024): March-August 2024
Publisher : Business and Entrepreneurship Department, Kwik Kian Gie School of Business and Information Technology, Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jep.v31i1.1133

Abstract

Previous studies have shown inconsistent results regarding brand ambassadors' influence on purchase intention. This study aims to determine the power of brand ambassadors in influencing brand image and purchase intention of beauty products. This research replicates Oktaviani and Zainurossalamia's (2021) model by differentiating the research context and using the concept of brand ambassadors, brand image, and purchase intention. With Scarlett Whitening's products in mind, the data were collected using questionnaires distributed through Google Forms to 151 respondents selected judgmentally from customers who ever bought and used Scarlett Whitening. Using Structural Equation Modeling (SEM) to analyze the data with the help of WarpPLS 8.0, the study found that brand ambassadors' power positively influences brand image and purchase intention. The author suggests companies consider adding product variants for other skin types. Future researchers can add or use different variables to enrich these research findings.
The power of a brand ambassador twice influences brand image and purchase intention on Scarlett whitening beauty product Rosari, Theodora Lady; Simamora, Bilson
International Journal of Communication and Society Vol 6, No 1 (2024): June 2024
Publisher : Association for Scientific Computing Electrical and Engineering (ASCEE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31763/ijcs.v6i1.1302

Abstract

Many beauty products, including Scarlett Whitening products, use brand ambassadors in their promotions. One of the hype beauty products among Indonesians is Scarlett Whitening by Felicya Angelista. Regarding the influence of brand ambassadors on purchase intention, previous studies have shown inconsistent results. This research aims to determine the power of brand ambassadors in influencing brand image and purchase intention for Scarlett Whitening beauty products. This research replicates previous model by differentiating the research context. The concepts used to support this research are brand ambassador, brand image, and purchase intention. The object of this research is Scarlett Whitening's product. Data were collected using questionnaires distributed through Google Forms to 151 respondents who had ever bought and used Scarlett Whitening, selected judgmentally. Using Structural Equation Modeling (SEM) with the help of WarpPLS 8.0 as the data analysis tool, the study found that brand ambassadors' power positively influences the brand image and purchase intention. The author suggests companies consider adding product variants for other skin types. Future researchers can add or use different variables to enrich these research findings.
Co-Authors Bilson Simamora