PENGARUH BRAND AMBASSADOR DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI PADA IKLAN SCARLETT WHITENING DI YOUTUBE)

Abstract

Nowadays, cosmetics consumers have been persuaded by some beauty bloggers as many consumers are interested in cosmetic products. Therefore, not only women consumers but also men consumers begin to use cosmetics. The brand ambassador of this brand was Felicya Angelica. Having a brand ambassador was one of the strategies in promotion media used by Scarlet Whitening which aimed to maintain consumers’ interest and their purchasing decisions. This research aimed to find out and analyze the effect of brand ambassadors, eWOM quality, quantity, and sender’s expertise on purchasing decisions at Scarlett Whitening products. The research was quantitative with 96 respondents as the sample. Moreover, the population was men or women who used Scarlett Whitening products. Additionally, the instrument in the data collection technique used questionnaires in the form of google form. The data analysis technique used multiple linear regression. The result concluded that brand ambassadors and eWOM quantity had no positive and no significant effect on the purchasing decisions. Meanwhile eWOM Quality and sender’s expertise had a positive and significant effect on the purchasing decisions of Scarlett Whitening products collaborated with Twice.