Irvan Rolyesh Situmorang

Application of Brand Ambassador and Product Reviews to Improve Purchasing Decisions for Scarlett Whitening Products

Introduction

Application of brand ambassador and product reviews to improve purchasing decisions for scarlett whitening products. Analyze the impact of brand ambassadors and product reviews on Scarlett Whitening purchasing decisions. Quantitative research reveals product reviews significantly influence consumer choices.

Abstract

The purpose of this research is to determine the influence of brand ambassadors and product reviews on purchase decisions for Scarlett Whitening Products, both partially and simultaneously. This research uses a quantitative methodology with a Likert scale for measurement. The population in this study cannot be known, so the sample collection uses the "Hair" formula, which means the number of indicators is multiplied by the maximum criterion, namely 10. The regression used is multiple linear regression. The results of the first hypothesis show that brand ambassadors have no influence on purchasing decisions for Scalett Whitening products. The results of the second hypothesis show that product reviews have a positive and significant effect on purchasing decisions for Scallett Whitening Products. The results of the third hypothesis show that brand ambassadors and product reviews have a positive and significant effect on purchasing decisions for Scalett Whitening Products at Plaza Medan Fair. The results of the coefficient of determination show that brand ambassadors and product reviews contributed 93.8%, while the remaining 6.2% was influenced by other variables not examined in this research

Review

This research effectively tackles a highly relevant topic: the influence of brand ambassadors and product reviews on consumer purchasing decisions, specifically for Scarlett Whitening products. The quantitative approach, employing multiple linear regression, is appropriate for testing the hypothesized relationships and provides clear objectives for the study. The findings that product reviews exert a positive and significant effect on purchase decisions offer actionable insights for brands operating in competitive markets. Furthermore, the high coefficient of determination (93.8%) suggests that the chosen independent variables are strong predictors of purchasing decisions, indicating a substantial explanatory power within the model developed. However, several methodological aspects require closer scrutiny. The abstract states that "The population in this study cannot be known," leading to a sample collection method using the "Hair" formula based on indicator multiplication. This phrasing raises concerns about the rigor of the sampling strategy, likely implying a non-probability sample which significantly limits the generalizability of the findings beyond the specific respondents. A more precise definition of the target population and a detailed explanation of the sampling procedure would be crucial. Moreover, there is an apparent contradiction between the first and third hypotheses' results: if brand ambassadors partially have "no influence" (H1), it is unclear how they contribute to a "positive and significant effect" when combined with product reviews (H3). This demands a clearer explanation of the individual beta coefficients within the multiple regression analysis to resolve this ambiguity, as it suggests a potential misinterpretation of significance. The sudden mention of "at Plaza Medan Fair" as the study location for H3's results also implies a highly localized context, which further impacts the generalizability of the conclusions if not explicitly stated as a scope limitation upfront. Despite these methodological considerations, the research provides valuable insights, particularly highlighting the critical role of product reviews in influencing purchasing behavior within the beauty industry. The study strongly suggests that brands should prioritize and actively manage customer feedback as a key driver for sales. For future research, it would be highly beneficial to address the sampling limitations by employing more robust probability sampling techniques or clearly defining the geographical and demographic scope of the study. Further investigation into the specific conditions under which brand ambassadors *do* exert an influence on purchase decisions, perhaps by segmenting consumers or exploring different types of endorsements, could offer a more nuanced understanding. Additionally, exploring the "other variables" identified as influencing the remaining 6.2% of purchasing decisions would enrich the theoretical framework and practical implications.

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