Pengaruh Brand Ambassador (Twice) Dan Brand Image Terhadap Minat Beli Produk Scarlett Whitening Pada Media Sosial Instagram

Abstract

This background of this research is based on the problems that occured to Scarlett Whitening on Instagram social media relared to the brand ambassador (Twice) and brand image of Scarlett Whitening products in detail. So, the research questions are as follows : (1) Does Twice’s Brand Ambassador affect the Buying Interest of Scarlett Whitening Products on Instagram Sosial Media (2) Does Brand Image affect Buying Interest of Scarlett Whitening product on Instagram Social Media (3) Does Twice’s Brand Ambassador and Brand Image together influence the Buying Interest of Scarlett Whitening product on Instagram Social Media. The Research sample is 55 respondents or consumers of Scarlett Whitening product who use Instagram. The results in this study indicate the influence of the Brand Ambassador variable on the Scarlett Whitening product on Instagram Social Media, Brand Image on the Scarlett Whitening product on Instagram Social Media. This is based on the t-test through the SPSS V.25 program.