PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH (e-WOM) DAN CITRA MEREK TERHADAP MINAT BELI PRODUK SUNSCREEN AZARINE

Abstract

This study aims to examine the influence of brand ambassador, electronic word of mouth (e-WOM), and brand image on the buying interest of Azarine sunscreen products. This research is a quantitative study. The sampling technique in this study used purposive sampling, with criteria of being 17 years old and above. The data collection technique uses a questionnaire with the filling out of 100 respondents. The instrument used to obtain variable data is measured on a likert scale. The tests in this study used validity tests with factor analysis, reliability tests using Cronchbach’s alpha, multiple linear regression analysis, and subsequently hypothesis tests were carried out partially and simultaneously. The results showed that brand image has a positive and significant effect on buying interest. On the other hand, brand ambassador and electronic word of mouth (e-WOM) have no significant effect on buying interest.