The Influence of Brand Ambassadors and Brand Image on Interest in Purchasing Scarlett Whitening Products

Arihta Tarigan; Sesilia Sesilia; Rio Aditya Kurniadi; Natasia Gabriella

doi:10.37479/jeej.v7i1.24894

The Influence of Brand Ambassadors and Brand Image on Interest in Purchasing Scarlett Whitening Products

Arihta Tarigan, Sesilia Sesilia, Rio Aditya Kurniadi, Natasia Gabriella

Abstract

This research aims to see and examine further the influence of Brand Ambassador Song Joong-Ki and Brand Image in the context of interest in purchasing Scarlett Whitening products. According to data from the Indonesian Food and Drug Supervisory Agency (BPOM), there was an increase in the number of beauty industries by 20.6% from 2021 to July 2022. This increase was driven by Small and Medium Enterprises (UKM). This research method was carried out quantitatively, with primary data taken through distributing questionnaires to Instagram and customers of Scarlett Whitening products. The variables in this research are brand ambassador, brand image, and purchase intention. Descriptive research methods were used for data collection. This research shows that Brand Ambassador and Brand Image have a positive and significant influence on Purchase Interest in Scarlett Whitening Products. So based on the results of this research, to increase purchasing interest, SCARLETT WHITENING can use brand ambassadors to attract sales interest and also of course increase the brand image of the brand.

Keywords

Brand Ambassador; Brand Image; Interest In Purchasing

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DOI: https://doi.org/10.37479/jeej.v7i1.24894