Pengaruh Brand Ambassador dan E-WOM terhadap Keputusan Pembelian dengan Minat Beli sebagai Variabel Intervening pada Skincare Scarlett di Marketplace Shopee
DOI:
https://doi.org/10.61132/jumabedi.v3i2.1653Keywords:
Brand Ambassador, E-WOM, Purchase Intention, Purchasing Decision,ScarlettAbstract
The rapid growth of the skincare industry in Indonesia has encouraged companies to implement effective marketing strategies, such as the use of brand ambassadors and electronic word of mouth (E-WOM). This study aims to analyze the influence of brand ambassadors and E-WOM on purchasing decisions, with purchase intention serving as an intervening variable among Scarlett users on the Shopee marketplace in Tembalang District. This study employed a quantitative approach using a purposive sampling method. Data were collected through questionnaires distributed to respondents who met the research criteria and were analyzed using multiple linear regression and the Sobel test to examine the mediating role of purchase intention. The results indicate that brand ambassadors and E-WOM have a positive and significant effect on purchase intention. E-WOM and purchase intention also have a positive and significant effect on purchasing decisions, while brand ambassadors do not have a significant direct effect on purchasing decisions. The Sobel test results show that purchase intention successfully mediates the effect of brand ambassadors and E-WOM on purchasing decisions. Therefore, purchase intention plays an important role in bridging the influence of brand ambassadors and E-WOM on purchasing decisions for Scarlett products on Shopee.
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