THE BRAND AMBASSADOR’S INFLUENCE AND PRODUCT QUALITY TOWARDS INTEREST IN BUYING SCARLETT’S PRODUCTS

Skincare now more and more aware of society as a matter of importance to the care and beauty of the skin. So many companies create skin-care products, like scarlett. Scarlett whitening herself is a local beauty brand with the fastest growth in Indonesia. In order to reach large Numbers of consumers, companies will need to make an effort to attract consumers, one of which is to rely on promotions through the brand ambassador and to offer good quality products. The research aims to know the impact of the brand ambassador and the quality of the product on consumer interest in the purchase of scarlett's products, and to know the most partial independent variables. This type of research is a descriptive quantitative. Sampling techniques used as abstract sampling with characteristic have either purchased a product or seen scarlett's ads at least once, a sample used by as many as 96 respondents. The study uses descriptive statistical analysis, data quality tests (validity and reliability tests), classic assumption tests (normal trials, multicolosynticizing tests, autocorrelation and linearial tests), and hypothetical tests (tests and linear regression analysis). The propagation of this research is a combination of brand ambassador variables and the quality of products from some previous researchers.

Research shows that the variable brand ambassador has partial positive effects on purchasing variables, which means the better and pupular the brand ambassador is used, the more the brand ambassador is used, the more the product quality will have a partial positive effect on the purchasing variable, which means that if the quality of the product is offered is likely to increase the interest in buying consumer products.