Pengaruh kualitas produk, brand image, dan brand ambassador terhadap minat beli produk scarlett

Abstract

Purpose: This study aims to examine the influence of product quality, brand image, and brand ambassador on purchase intention for Scarlett products among consumers in East Jakarta.

Methods: The research employed a quantitative approach with a sample of 100 respondents selected using a non-probability purposive sampling technique, considering the relatively large population size. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) with the SmartPLS 4.0 software.

Findings: The results reveal that product quality and brand image significantly influence purchase intention for Scarlett products. In contrast, brand ambassador does not significantly affect purchase intention.

Practical Implication: The findings suggest that companies should prioritize improving product quality and strengthening brand image to enhance consumer purchase intention, while the use of brand ambassadors alone may not be sufficient to drive consumer interest.