Pengaruh Girl Group Twice sebagai Brand Ambassador Scarlett Whitening terhadap Keputusan Pembelian Konsumen melalui Mediasi Brand Image

Abstract

One of the company's strategies in influencing consumer purchasing decisions is by using brand ambassadors. Scarlett Whitening is one of the beauty care products from Indonesia that uses the brand ambassador of Korean artists, namely the Girl Group Twice. This study uses the Theory of Source Credibility. The purpose of this study was to analyse the effect of Girl Group Twice as the brand ambassador of Scarlett Whitening beauty products on consumer purchasing decisions through brand image mediation in Pekanbaru. The research method used is explanatory quantitative. The population of this study are consumers who have purchased Scarlett Whitening beauty products whose numbers are unknown so that the sampling technique used is convenience sampling. Based on the sample determination table from Isaac and Michael, the sample in this study was 272 respondents. The results showed that the Twice brand ambassador had an effect on brand image of 34.5%, brand ambassadors had an effect on purchasing decisions by 30.5%, and brand image had an effect on purchasing decisions by 37.5%. Based on the sobel test, the sobel test statistic value obtained is tcount 6.454> ttable 1.96 with a significance level of 5%. It can be concluded that the Girl Group Twice as a brand ambassador is significant in influencing consumer purchasing decisions for Scarlett Whitening products through brand image.