PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH (e-WOM), DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING DI KOTA MALANG

This research is motivated by the declining position and sales performance of Scarlett Whitening products amidst increasingly fierce competition in the beauty industry, especially on e-commerce platforms. This study aims to analyze consumer responses to Brand Ambassador, Electronic Word of Mouth (e-WOM), Brand Awareness, and purchasing decisions for Scarlett Whitening products in Malang City, as well as to determine the influence of Brand Ambassador, Electronic Word of Mouth (e-WOM), and Brand Awareness on purchasing decisions. The research method used is a quantitative method with an explanatory research approach. The population in this study are all consumers who have purchased and used Scarlett Whitening products in Malang City at least once in the past year, with a sample size of 150 respondents determined using accidental sampling techniques. The variables analyzed include Brand Ambassador, Electronic Word of Mouth (e-WOM), Brand Awareness, and purchasing decisions. Data analysis was performed using multiple linear regression with the help of SPSS 26. The results showed that Brand Ambassador, Electronic Word of Mouth (e-WOM), and Brand Awareness have a positive and significant effect on purchasing decisions. These findings indicate that these three variables play a significant role in enhancing consumer purchasing decisions. Theoretically, this study reinforces the concept that marketing communication strategies and brand awareness play a crucial role in influencing consumer behavior. Practically, the results of this study provide implications for companies to optimize the use of brand ambassadors, manage e-WOM effectively, and increase brand awareness to strengthen competitiveness in the market. Overall, this study emphasizes the importance of synergy between brand ambassadors, electronic word of mouth (e-WOM), and brand awareness in enhancing consumer purchasing decisions.