The Influence Of Social Media Marketing And Brand Ambassadors On Buyers’ Decisions Regarding Scarlett Whitening Products (Case Study Of Faculty Of Economics And Business Students Muhammadiyah Palopo University)

Abstract

In the digital era, social media has become the main tool in promoting products and creating connections with consumers. Apart from that, the presence of a brand ambassador who is known and has appeal on social media platforms also has the potential to influence consumer purchasing decisions. This research aims to analyze the influence of social media marketing and the role of a brand ambassador on consumer purchasing decisions for Scarlet Whitening products. The method used in this research is quantitative research, the data collection technique is by distributing questionnaires using a Likert scale. The population in this study were 7th semester Muhammadiyah Palopo University Faculty of Economics and Business students who used the Scarlett Whitening product with a total of 122 respondents who were obtained using the Slovin formula. Data was collected through an online questionnaire that evaluates consumer perceptions of social media marketing and the influence of brand ambassadors. The collected data was analyzed using SmartPLS software. The research results show that social media marketing has a positive and significant effect on purchasing decisions Brand Ambassador have a positive and significant influence on purchasing decisions. These results imply the role of using social media as a marketing strategy in influencing consumer purchasing decisions. The use of public figures as product representatives can increase consumer purchasing decisions.