PENGARUH BRAND AMBASSADOR SONG JOONG KI , BRAND IMAGE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SCARLET WHITENING DI SUKABUMI

This research aims to analyze the influence of the Ambassador brand, Brand Image, and product quality on purchasing decisions for Scarlet Whitening in Sukabumi Regency. The research method used is a survey using a questionnaire as a data collection instrument. Respondents in this research were Scarlet Whitening consumers in Sukabumi Regency who were chosen randomly. The data analysis technique used is multiple linear regression with the help of statistical software. The research results show that brand awareness, brand image, and product quality significantly influence the purchasing decision for Scarlet Whitening. The implication of this research is the importance of companies paying attention to marketing strategies through brand ambassadors, building a strong brand image, and improving product quality to improve consumer purchasing decisions. These findings can be a basis for companies in designing effective marketing strategies to increase sales of their products in Sukabumi Regenc

Keywords: Brand Ambassador, Brand Image and Product Quality