Pengaruh Promosi Online dan Brand Ambassador terhadap Minat Beli Produk Scarlett Whitening

Ahmad Sahri Romadon, Febina Asza Ihtiara, Revy Azzahra

Abstract

This study aims to test the effect of online promotion through Instagram and brand ambassadors on the buying interest of Scarlett Whitening products. This study used a non-probability sampling technique with a total sample of 96 respondents. Using quantitative methods with a quantitative approach through a simple linear regression test as a statistical test calculation. The results of this study can be identified that the free variables in this study (Instagram social media and brand ambassadors) had a significant positive effect on the buying interest of Scarlett Whitening products.

Keywords: Promotion Online; Brand Ambassador; Purchase Intention

Full Text:

PDF

References

Adriana, T., Ellitan, L., & Lukito, R. S. H. (2022). Pengaruh Social Media Marketing Dan

Electronic Word Of Mouth Terhadap Purchase Intention Melalui Brand Image Pada Scarlett-Whitening Di Surabaya. Jurnal Ilmiah Mahasiswa Manajemen, 11(1), 21-29.

Andarista, F., Hariyani, D. S., & Fauzi, R. U. A. (2022). Pengaruh Brand Ambassador Dan

Promosi Terhadap Minat Beli Brand Erigo Melalui Brand Image Sebagai Variabel Intervening. Journal of Current Research in Business and Economics, 1(2), 36-44.

Elina, E. R. C., Mulyono, L. E. H., & Sakti, D. P. B. (2022). Pengaruh Paid Promote, Selebgram

Endorser Dan Online Consumer Review Terhadap Minat Beli Scarlett Whitening Melalui Media Sosial Instagram: paid promote, selebgram endorser, online consumer review, minat beli. Unram Management Review, 2(1), 100-129.

Fadhlansyah, N. N., & Rubiyanti, R. N. (2021). Pengaruh Media Sosial Dan Brand Ambassador

Terhadap Minat Beli Matoa Indonesia. eProceedings of Management, 8(4).

Novianti, W., Widagdo, M. B., & Nugroho, A. (2022). Pengaruh Daya Tarik Brand Ambassador

Dan Terpaan Electronic Word Of Mouth Terhadap Minat Beli Scarlett Whitening. Interaksi Online, 10(4), 86-95

Nurzanah, I., & Sosianika, A. (2019, August). Promosi Penjualan dan Minat Beli: Penerapan

Modifikasi Technology Acceptance Model di E-Marketplace Shopee Indonesia. In Prosiding Industrial Research Workshop and National Seminar (Vol. 10, No. 1, pp. 706-714)

Prisilia, M. N., & Rubiyanti, N. (2022). Pengaruh Brand Image Dan Brand Ambassador

Terhadap Minat Beli Produk Scarlett Whitening di Jakarta. eProceedings of Management, 9(3)Purnama, I. (2020). Pengaruh promosi online dan endorsmen selebgram terhadap minat beli konsumen. Youth & Islamic Economic, 1(02), 14-20.

Raswen, R. N. (2019). Pengaruh Brand Ambassador Blackpink Terhadap Citra Perusahaan

Shopee Pada Mahasiswi Di Uin Suska Riau. Jom Fisip, 6(2), 1-13.

Sa’diyah, A. N., Farida, E., & Khalikussabir, K. (2022). Pengaruh Terpaan Iklan Media Sosial

Terhadap Minat Beli Produk Scarlett Whitening Pada Mahasiswa FEB Universitas Islam Malang. Jurnal Ilmiah Riset Manajemen, 11(09).

Sagir, J., Pandika, N. S., & Darwini, S. (2021). Pengaruh Brand Ambassador Dan Country Of

Origin Terhadap Minat Beli Konsumen Pada Skin Care Korea. Journal of Economics and Business, 7(1), 125-142.

Suparnoto, R. F., & Setiobudi, A. (2020). Pengaruh Promosi Media Sosial Instagram Terhadap

Minat Beli Produk Havermood. PERFORMA: Jurnal Manajemen dan Start-Up Bisnis, 5(5), 404-412.

Sariyanti, S., Tulhusnah, L., & Soeliha, S. (2022). Pengaruh Harga Dan Promosi Online Melalui

Instagram Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada Toko Rifkhasira Di Situbondo (Studi kasus mahasiswa Universitas Abdurachman Saleh Situbondo Angkatan 2018). Jurnal Mahasiswa Entrepreneurship

Wardani, A. A. K., & Istiyanto, B. (2022). Peran brand ambassador, brand image, dan harga

terhadap minat beli konsumen (Studi kasus co-branding Samsung X Bts). Jurnal Ilmiah Edunomika, 6(1), 551-557.

DOI: https://doi.org/10.34152/emba.v2i02.816

Refbacks

  • There are currently no refbacks.