PENGARUH CITRA MEREK, ELECTRONIC - WORD OF MOUTH DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SOMETHINC DI MARKETPLCE SHOPEE

This research was motivated by the increasing consumer interest in beauty
or skincare products at shopee. The purpose of this study is to find out the influence
of brand image, electronic – word of mouth and brand ambassador on the purchase
decision of somethinc skincare at shopee. This study uses quantitative methods,
where the population used is those aged 11-40 years, who have used and bought
somethinc products at shopee. The sample of this study amounted to 100
respondents with a sampling technique, namely purposive sampling. Data analysis
with SPSS 27 using multiple linear regression analysis.
The results of this study are that brand image has a positive and significant
effect on purchasing decisions, electronic-word of mouth has a positive and
significant effect on purchasing decisions, and brand ambassadors have no
influence on purchasing decisions. Based on the results of the R square test, the
result was 0.724, so it was concluded that the variables brand image, electronic –
word of mouth and brand ambassador had an influence on purchasing decisions by
72% and the remaining 28% was influenced by other variables outside this
research.
Keywords: Brand ambassador, Brand Image, Electronic – word of mouth,
Purchase Decision