Pengaruh brand ambassador, citra merek, dan kepercayaan terhadap keputusan pembelian produk scarlett whitening di kota palembang

Ningsih, Nonita Kristya (2025) Pengaruh brand ambassador, citra merek, dan kepercayaan terhadap keputusan pembelian produk scarlett whitening di kota palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study analyzes the influence of brand ambassadors, brand image, and trust on purchasing decisions for Scarlett Whitening products in Palembang. The research method used is quantitative with a causal approach, employing purposive sampling techniques. Data was collected through questionnaires from 140 respondents who are users of Scarlett Whitening in Palembang. The analysis was conducted using t-test, F-test, and the coefficient of determination. The results show that brand ambassadors, brand image, and trust have a positive and significant influence on purchasing decisions. This indicates that an effective marketing strategy should strengthen brand image and enhance consumer trust. Scarlett Whitening is advised to continuously improve product quality, reinforce branding, and utilize digital marketing to expand market reach and maintain customer loyalty.

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