The Attractiveness Of Brand Ambassador And Brand Awareness In Encouraging The Purchase Decision Of Scarlett Whitening In Tasikmalaya City

This study aims to determine the influence of Brand Ambassador and Brand Awareness on the Purchase Decision of Scarlett Whitening in Tasikmalaya City, both partially and simultaneously. This study employed a quantitative method with a survey approach. The data were collected by distributing questionnaires to Scarlett Whitening consumers in Tasikmalaya City who met the predetermined respondent criteria. The sampling technique used was purposive sampling. The data analysis procedures included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing with the assistance of IBM SPSS Statistics. The results indicate that Brand Ambassador and Brand Awareness simultaneously have a positive and significant influence on Purchase Decision. Partially, Brand Ambassador has a positive and significant influence on Purchase Decision. Brand Awareness also has a positive and significant influence on Purchase Decision. Brand Ambassador was found to have a more dominant influence than Brand Awareness. These findings demonstrate that the attractiveness of a Brand Ambassador and consumers’ awareness of a brand play important roles in encouraging the Purchase Decision of Scarlett Whitening consumers in Tasikmalaya City.