Pengaruh Social Media Marketing dan Brand Ambassador Terhadap Keputusan Pembelian Melalui Brand Image Pada Produk Skincare Whitelab

Abstract

Currently, facial and body skin care products are developing very rapidly, many new skincare products have emerged because skincare is a series of products used to treat skin to keep it beautiful and healthy. One of the local skincare brands is Whitelab. This study examines the influence of social media marketing and brand ambassadors on purchasing decisions with brand image as an intervening variable. Primary data collected using a survey method by distributing questionnaires to respondents who know about Whitelab products. The questionnaires collected were 160 respondents, the data was then processed by path analysis method. Based on the results of research analysis there is a direct influence between social media marketing and brand ambassadors on brand image, there is a direct influence between social media marketing on purchasing decisions, but brand ambassadors do not directly affect purchasing decisions, and there is a direct influence between brand image on purchasing decisions. The brand image variable is not an intervening variable between social media marketing and purchasing decisions, but the brand image variable is proven to be an intervening variable between brand ambassadors and purchasing decisions.