PENGARUH BRAND AMBASSADOR DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SCARLETT

The purchasing decision is one of the key factors in shaping market demand. Understanding purchasing decisions will assist companies in designing more effective marketing strategies. This research aims to determine the influence of brand ambassadors on the purchasing decisions of Scarlett skincare and to understand the influence of product quality on the purchasing decisions of Scarlett
skincare, as well as the influence of brand ambassadors and product quality on the purchasing decisions of Scarlett skincare. The object of this research is consumers who have purchased and used Scarlett Whitening skincare. Sampling was done using purposive sampling technique. This research uses multiple linear regression analysis method. The results of this study show that brand ambassadors partially do not have a significant effect on the purchasing decision of Scarlett skincare, product quality partially has a significant effect on the purchasing decision, and brand ambassadors and product quality simultaneously influence the purchasing decision of Scarlett skincare.