PENGARUH BRAND AMBASSADOR DAN ELECTRONIC WORD OF MOUTH TERHADAP REPURCHASE INTENTION PADA SKINCARE SCARLETT WHITENING DENGAN BRAND ATTACHMENT SEBAGAI VARIABEL MEDIASI (STUDI PADA GENERASI Z DI PONTIANAK)

Abstract

This study aims to test and analyze the effect of brand ambassadors and electronic word of mouth on skincare Scarlett Whitening with brand attachment as a mediating variable (study on generation Z in Pontianak). This research uses a quantitative approach. The characteristics of respondents in this study are respondents who live in Pontianak City and are included in the generation Z category who are currently aged 16-28 years, recognize JKT48 as a Scarlett Whitening brand ambassador, have seen JKT48 advertise Scarlett Whitening products, and have bought or used Scarlett Whitening skincare at least once. This research was conducted from September 2024 to December 2024. The sample used was 220 respondents. Sample collection was carried out using non-probability sampling technique, namely purposive sampling. Data collection was carried out by distributing questionnaires via google form. The hypothesis was tested using the Structural Equation Model (SEM) method with the help of the AMOS 22 application. The results showed that brand ambassadors and electronic word of mouth have a significant effect on brand attachment. Brand ambassadors and electronic word of mouth have a significant effect on repurchase intention and brand attachment has a significant effect in mediating brand ambassadors and electronic word of mouth on repurchase intention.
Keywords: Brand Ambassador, Electronic Word of Mouth, Brand Attachment,
and Repurchase Intention.

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