PENGARUH KUALITAS PRODUK, BRAND IMAGE, DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN DENGAN TRUST SEBAGAI VARIABEL MEDIASI
Studi Pada Pengguna Scarlett Whitening Body Lotion
DOI:
https://doi.org/10.26740/jim.v13n2.p482-496Kata Kunci:
brand ambassador, brand image, keputusan pembelian, kualitas produk, trustAbstrak
Dimasa pandemi Covid-19 berbagai brand kosmetik lokal mencatat perkembangan yang cukup baik. Salah satu brand kosmetik lokal kategori perawatan tubuh adalah Scarlett Whitening Body Lotion. Peningkatan atas hasil penjualan produk Scarlett Whitening sangatlah ektrim serta masuk dalam jajaran top brand dan mampu menyaingi berbagai brand perawatan kulit lainya, tetapi tetapi belum sepenuhnya menguasi pasar.
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, brand image dan brand ambassador terhadap keputusan pembelian dengan trust sebagai variabel mediasi (studi pada pengguna scarlett whitening body lotion). Penelitian ini merupakan jenis penelitian kuantitatif. Responden dalam penelitian ini merupakan konsumen yang berusia 20 sampai 40 tahun, pernah membeli serta menggunakan produk Scarlett Whitening body lotion dalam 3 bulan terakhir, serta mengetahui aktor Song Joong Ki sebagai brand ambassador Scarlett Whitening. Jenis teknik non-probability sampling yang digunakan adalah judgemental sampling dengan sample sebanyak 220 dan pengolahan data menggunakan teknik Path Analysis. Hasil dari penelitian ini menunjukan bahwa, terdapat pengaruh yang posistif dan signifikan antara kualitas produk, brand image, dan brand ambassador tehadap keputusan pembelian dengan trust sebagai variabel mediasi pada pengguna Scarlett Whitening body lotion.
Kata kunci : brand ambassador, brand image, brand ambassador, keputusan pembelian, kualitas produk, trust
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