The Impression of Marketing Mix 7P, Influencer Marketing, Brand Ambassador, and Discount Promotion on Interest in Purchasing Wardah Cosmetic Products in Palopo

Tifani Aulia (Muhammadiyah University of Palopo)
Edy Marzudi (Muhammadiyah University of Palopo)
Putri Dewintari (Muhammadiyah University of Palopo)
Antong Antong (Muhammadiyah University of Palopo)

Journal of Applied Business, Taxation and Economics Reseach
Vol. 5 No. 5 (2026)

This study aims to analyze the influence of the 7P marketing mix impression, influencer marketing, brand ambassadors , and discounts and promotions on purchasing interest in Wardah Cosmetic products in Palopo City. This study uses a quantitative approach with a survey method. Data were collected by distributing questionnaires to 250 respondents who are Wardah consumers in Palopo, using a purposive sampling technique. Data analysis was carried out using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method . to test the relationship between research variables. The results showed that the impression of the 7P marketing mix and discounts and promotions had a positive and significant effect on consumer purchase intention. Meanwhile, influencer marketing and brand ambassadors did not directly influence purchase intention, but played an indirect role by strengthening the effectiveness of discounts and promotions . In addition, the 7P marketing mix was proven to influence influencer marketing, and influencer marketing influenced brand ambassadors as well as discounts and promotions.