THE EFFECT OF BRAND AMBASSADOR, ONLINE ADVERTISING, E-WOM, AND BRAND EQUITY ON PURCHASE INTENTION IN THE LOCAL BRAND SKINCARE WHITELAB

Abstract

In modem times like today, public awareness of the importance of self-care is increasing. The skincare industry in Indonesia is experiencing rapid growth, one of which is the local brand Whitelab. Companies that pay attention to their marketing activities can compete in the market. Whitelab wants its product sales to continue to increase. This study aims to see whether there is an effect of using brand ambassadors, online advertising, e-wom, and brand equity on customer purchase intention in Whitelab as a local brand. This research uses a quantitative method with a descriptive analysis. Sampling was carried out using a purposive sampling method through questionnaire. Data were collected with a sample of 272 respondents who either know or previously used Whitelab products. The data analysis technique in this study used PLS-SEM in the SmartPls 4 program. The results of this study indicate that brand ambassadors, online advertising, E-WOM, and brand equity have a positive and significant effect on purchase intention in Whitelab. It was found that these variables contributed 52.1% in an effort to influence the purchase intention of Whitelab products, while the remaining 47.9% was explained by other variables that were not included in this study.