Pengaruh Brand Ambassador, Social Media Marketing dan Online Customer Review Terhadap Minat Beli Produk Skincare Avoskin

Abstract

Abstract

 

This research was conducted to find out and analyze the influence of brand ambassadors, social media marketing and online customer reviews on the intention to buy Avoskin skincare products. The research used is a quantitative method. The population in this study were students of the 2019 batch of feb, fia and fkip of the Islamic University of Malang. Meanwhile, the sample used in this study was 85 samples. The data used is primary data using a questionnaire. The data testing technique used is multiple linear regression analysis by conducting validity tests, reliability tests, normality tests, classical assumption tests, hypothesis testing and coefficient of determination tests (R2). In this study, the results obtained were that brand ambassadors, social media marketing, and online customer reviews had a simultaneous effect on purchase intention. Brand ambassadors have no partial effect on purchase intention, social media marketing has a partial effect on purchase intention, and online customer reviews have a partial effect on purchase intention.

 

Keywords : Brand Ambassador, Social Media Marketing, Online Customer Reviews and Purchase Intention.