THE INFLUENCE OF BRAND EXPOSURE BY BRAND AMBASSADOR ON SCARLETT WHITENING’S BRAND LOYALTY

Abstract

Users of beauty products such as body care, skincare, hair care, and make-up are now trending among teenagers and adults, both women and men, especially in Indonesia. The growth of these products is also increasing rapidly, considering the increasing market demand for these beauty products. For example, local Indonesian products that do not want to be outdone are the Scarlett Whitening brand. On September 3, 2021, the Scarlett Whitening brand surprised the public with the presence of a well-known actor in South Korea, Song Joong-ki. Through Twitter, Song Joong-ki was much talked about his appearance as Scarlett Whitening's brand ambassador. Therefore, the researcher in this study wanted to find out whether there was an effect of Song Joong-ki in exposing the Scarlett Whitening brand to brand loyalty. In this study, there were 230 respondents with a population of Scarlett Whitening users before and after the emergence of Song Joong-ki as a brand ambassador. This study uses 96 samples which include men and women aged 16-30 years, users, and resellers of this brand. This research is quantitative research using simple linear regression analysis. This study found the effect of Brand Exposure by brand ambassadors on Brand Loyalty Scarlett Whitening. The correlation coefficient of 99.9% indicates that the Brand Ambassador has successfully exposed the Scarlett Whitening brand with Scarlett Whitening Brand Loyalty.