Abstract
This study aims to determine the effect of EXO brand ambassador and customer engagement on purchase intention of Scarlett Whitening Body Lotion Tube products on social media both partially and simultaneously and to determine the dominant variable on purchase intention of Scarlett Whitening Body Lotion Tube products on social media. This type of research is quantitative research with causal methods. The target population of this study are all prospective consumers and users of Scarlett Whitening Body Lotion Tube products on twitter and instagram. The research sample used was 100 respondents who were distributed through questionnaires. The sampling technique in this study was probability sampling with simple random sampling. Based on the results of the study, it shows that brand ambassadors do not have a positive and significant influence on the purchase intention of Scarlett Whitening Body Lotion Tube products, while customer engagement has a positive and significant influence on the purchase intention of Scarlett Whitening Body Lotion Tube products, brand ambassadors and customer engagement simultaneously have a positive and significant influence on the purchase intention of Scarlett Whitening Body Lotion Tube products, and customer engagement is a variable that has a dominant influence on the purchase intention of Scarlett Whitening Body Lotion Tube products on social media.
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