The power of brand ambassador Twice influences brand image and purchase intention on Scarlett Whitening beauty products
Year: 2024
Type: article
Study design: Observational Study
Abstract: Previous studies have shown inconsistent results regarding brand ambassadors' influence on purchase intention. This study aims to determine the power of brand ambassadors in influencing brand image and purchase intention of beauty products. This research replicates Oktaviani and Zainurossalamia's (2021) model by differentiating the research context and using the concept of brand ambassadors, brand image, and purchase intention. With Scarlett Whitening's products in mind, the data were collected using questionnaires distributed through Google Forms to 151 respondents selected judgmentally from customers who ever bought and used Scarlett Whitening. Using Structural Equation Modeling (SEM) to analyze the data with the help of WarpPLS 8.0, the study found that brand ambassadors' power positively influences brand image and purchase intention. The author suggests companies consider adding product variants for other skin types. Future researchers can add or use different variables to enrich these research findings.
Source: Jurnal Ekonomi Perusahaan
Authors: Theodora Lady Rosari, Bilson Simamora
Institution: Kwik Kian Gie School of Business
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4396237889