ANALISIS MINAT BELI PRODUK SCARLETT WHITENING BAGI KAUM HAWA KOTA RANTAUPRAPAT

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Henni Henni
Pristiyono Pristiyono
Siti Lamah Nasution

Abstract

The advantages of Scarlett Whitening beauty products in marketing are collaborating with various artists as brand ambassadors so that they become the company's strength both digitally and directly in attracting consumers of Indonesian women. The purpose of this research is to reveal the increasing sales of the Scarlett Whitening product brand through brand ambassadors and to prove that the price and product quality variables are constructs that have been widely studied and have a relationship with buying interest and influencing brand image. From the distribution of the questionnaire based on the specified period and determined a sample of 150 respondents who meet the requirements. The sampling technique used purposive sampling. The data analysis technique used in this research is Structural Equation Modeling (SEM) or PLS. The results of testing the research hypothesis prove that the exogenous brand ambassador variable does not significantly affect brand image and buying interest, while the exogenous price variable is significant to buying interest, the exogenous variable product quality is significant to brand image and buying interest and buying interest is significant to brand image.

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