THE INFLUENCE OF BRAND AMBASSADOR, BRAND IMAGE, AND PRICE ON PURCHASE INTENTION TOWARDS SCARLETT PRODUCT IN BEKASI CITY

Abstract

Nowadays, the use of local skincare products has become the things that are crucially. People offered with so many different kinds of skincare products, which start from different brands. The purpose of this research is to analyze the factors that affecting purchase intention of local skincare product with many competitors. The research consists of four independent variables which are brand ambassador(X1), brand image (X2), price (X3). The dependent variable is purchase intention (Y). The population in this research is young generations who are the customer of Scarlett and lived in Bekasi city. The sample in this research was taken by non-probability using purposive sampling and had received 192 returned e-questionnaire result from young generations that has been use and knows about that local skincare products in Bekasi city. The research method used in this research is quantitative research and the analyze method was conducted by using SPSS.