PENGARUH ELECTRONIC WORD-OF-MOUTH, BRAND AMBASSADOR, DAN SOCIAL MEDIA INFLUENCER, TERHADAP BRAND IMAGE SCARLETT WHITENING

Faddara Rizqia, . (2025) PENGARUH ELECTRONIC WORD-OF-MOUTH, BRAND AMBASSADOR, DAN SOCIAL MEDIA INFLUENCER, TERHADAP BRAND IMAGE SCARLETT WHITENING. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Scarlett Whitening is one of the local brands that has become a public conversation due to a wave of negative electronic word-of-mouth (eWOM) on social media. This study aims to analyze the influence of eWOM, Brand ambassadors, and Social Media Influencers on Scarlett Whitening's brand image. The research was conducted using a quantitative approach to 125 respondents who are familiar with Scarlett products and live in the Jabodetabek area. Data were collected through online questionnaires and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through the SmartPLS 4 application. The results of the analysis show that eWOM has a positive and significant influence on brand image, with an original sample value of 0.599, p-value = 0.000 (<0.05), and t-statistic = 4.642 (>1.984). Meanwhile, the Brand ambassador and Social Media Influencer variables do not show a significant influence on brand image, indicated by the t-statistic values of 1.028 and 1.675 (both < 1.984), and the p-value of 0.304 and 0.094 (> 0.05), respectively. Thus, it can be concluded that in this context, Scarlett Whitening's brand image is influenced more by eWOM than through Brand ambassador and Social Media Influencer.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111180] [Pembimbing: Suharyati] [Penguji 1: Nobelson Syarief] [Pengui 2: Anastasia Bernadin Dwi Mardiatmi]
Uncontrolled Keywords: Brand image, eWOM, Brand ambassador, Social Media Influencer
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: FADDARA RIZQIA
Date Deposited: 29 Aug 2025 02:48
Last Modified: 29 Aug 2025 02:48
URI: http://repository.upnvj.ac.id/id/eprint/37956

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