Role of Brand Ambassadors, Brand Image and Product Quality in Purchasing Decisions for Scarlett Whitening in Sidoarjo

Market competition in the skincare industry is becoming increasingly intense, making effective marketing strategies crucial for brand success. This study aims to examine the roles of Brand Ambassador, Brand Image, and Product Quality on the purchasing decisions of Scarlett Whitening products in Sidoarjo. The research employs a quantitative approach with the population consisting of residents of Sidoarjo. The sample is drawn using Non-Probability Sampling techniques and Purposive Sampling, involving 100 respondents. Data collection is conducted through the distribution of questionnaires, with responses measured using a Likert scale. Data analysis is performed using the PLS-SEM method with the assistance of SmartPLS 3.0 software. The results of this study demonstrate that the Brand Ambassador has a significant impact on purchasing decisions for Scarlett Whitening products in Sidoarjo, Brand Image has a negative effect on purchasing decisions for these products, and Product Quality positively influences purchasing decisions for Scarlett Whitening products in Sidoarjo