PENGARUH BRAND AMBASSADOR, BRAND IMAGE DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK SCARLET DI MAKASSAR

Novitasari. 2023. The Effect of Brand Ambassador, Brand Image, and Brand Trust on Consumer Purchasing Decisions on Scarlett Products in Makassar, supervised by Yuswari Nur and Nurani.
This study aims to (1) Determine the effect of brand ambassadors, brand image, and brand trust individually on purchasing decisions for Scarlett products in Makassar (2) To determine the effect of brand ambassadors, brand image, and brand trust simultaneously on purchasing decisions for Scarlett products in Makassar (3) To determine the most dominant variable among brand ambassadors, brand image and brand trust on purchasing decisions for Scarlett products in Makassar.
The research sample was 100 respondents who were consumers who used Scarlett products in Makassar. This study uses multiple linear regression analysis methods with data collection using a questionnaire with a Likert scale.
The results show that (1) Brand ambassadors have no partial positive effect on purchasing decisions for Scarlett products in Makassar, while brand image and brand trust have a partial positive effect on purchasing decisions for
Scarlett products in Makassar (2) Brand ambassadors, brand image and brand trust simultaneously have a positive effect on purchasing decisions for Scarlett products in Makassar (3) The variable that has the most dominant effect on
purchasing decisions for Scarlett products in Makassar is brand trust.