Pengaruh Brand Ambassador dan Brand Awareness Terhadap Keputusan Pembelian Scarlett Whitening

Abstract

The purpose of this study was to analyze the effect of brand awareness and brand awareness on purchasing decisions for White Scarlett. The research community consists of Pekanbaru city students who use the Scarlett method. Data was collected using random sampling techniques using the theory of Hair et al. with a sample size of 85 people. The results of consumer research on purchasing decisions show a significance level of 5%. The regression coefficient is classified as valid, but not significant because the significance value is 0.174> 0.05. It also shows a positive influence on brand recognition for the brand identity index with a significance value below 0.05 which is considered significant because the significance value is 0.000 <0.05. This shows that the hypothesis can be accepted, meaning that brand ambassadors and brand awareness have a significant influence on purchasing decisions for Scarlett anti-aging products.