Pengaruh brand ambassador, social influence, dan sales promotion terhadap intensi pembelian produk perawatan kecantikan lokal

Abstract

This study aims to analyze the relationship between brand ambassadors, social influence, and sales promotion on purchase intentions to buy local beauty care products. This study provides an overview of consumer intentions and loyalty towards beauty care products based on The Theory of Reasoned Action (TRA). Data were collected from 201 respondents through the online questionnaire survey method (Google Form) and a total of 154 respondents met the criteria. Data analysis was performed using the partial least squares (PLS) – structural equation model (SEM) tool. The results of this study conclude that the variables of brand social influence and sales promotion have a positive and significant influence on the dependent variable purchase intentions, while the brand ambassador variable does not have a positive and significant influence on the dependent variable purchase intentions. Penelitian ini memiliki tujuan untuk menganalisis hubungan antara brand ambassador, social influence, dan sales promotion terhadap purchase intentions untuk membeli produk perawatan kecantikan lokal. Penelitian ini memberikan gambaran mengenai intensi dan loyalitas konsumen terhadap produk perawatan kecantikan lokal berdasarkan The Theory of Reasoned Action (TRA). Data yang dikumpulkan dari 201 responden melalui metode survei kuesioner online (Google Form) dan total responden yang memenuhi kriteria sebanyak 154 responden. Analisis data dilakukan dengan menggunakan alat Partial Least Squares (PLS) – model persamaan struktural (SEM). Hasil dari penelitian ini menyimpulkan bahwa variabel brand social influence dan sales promotion memiliki pengaruh yang positif dan signifikan terhadap variabel dependen purchase intentions, sedangkan variabel brand ambassador tidak memiliki pengaruh yang positif dan signifikan terhadap variabel dependen purchase intentions.