Pengaruh Social Media Marketing dan Brand Ambassador Terhadap Minat Beli Pada Produk Scarlett Whitening

Authors

  • Sonia Silastia Universitas Islam 45 Bekasi
  • Nadya Artha Joecha Mayvea Universitas Islam 45 Bekasi
  • Salsabila Rahmadini Universitas Islam 45 Bekasi
  • Rohanah Rohanah Universitas Islam 45 Bekasi
  • Nabila Nabila Universitas Islam 45 Bekasi
  • Elfiana Febrianti Universitas Islam 45 Bekasi
  • Robiatul Adawiyah Universitas Islam 45 Bekasi
  • Kurniawati Mulyanti Universitas Islam 45 Bekasi

DOI:

https://doi.org/10.59841/jureksi.v2i3.1581

Keywords:

Social Media Marketing, Brand Ambassador, Purchase Intention

Abstract

The study explores how consumer interest in purchasing Scarlett bleach products is influenced by the interaction between social media marketing and brand ambassadors.  The purpose of this study was to investigate the potential impact of brand ambassadors and social media marketing on consumer interest in purchasing Scarlett Whitening products. Using purposive sampling, a non-probability sampling technique, 54 students who had purchased Scarlett products were respondents in total.  Google Forms distributed questionnaires are used in the data collection method. The findings of the study showed that the t-value was 1.129 < 2.008 and that the social media marketing variable had a negative and insignificant impact on the variable that measured interest in buying Scarlett bleaching products, with an effect of 0.267 > 0.05.  At 0.000 < 0.05 and 1 count 5.292 > t table 2.008, The Brand Ambassador variable has been proven to have a positive and rather significant effect on the variable of Scarlett Whitening's buying interest in products.

 

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Published

2024-07-22

How to Cite

Sonia Silastia, Nadya Artha Joecha Mayvea, Salsabila Rahmadini, Rohanah Rohanah, Nabila Nabila, Elfiana Febrianti, … Kurniawati Mulyanti. (2024). Pengaruh Social Media Marketing dan Brand Ambassador Terhadap Minat Beli Pada Produk Scarlett Whitening. Journal of Islamic Economics and Finance, 2(3), 111–132. https://doi.org/10.59841/jureksi.v2i3.1581

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