PENGARUH LIFESTYLE, BRAND AMBASSADOR, DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISIONS PRODUK SCARLETT WHITENING

Zahrah Alya Karimah, . (2025) PENGARUH LIFESTYLE, BRAND AMBASSADOR, DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISIONS PRODUK SCARLETT WHITENING. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The study entitled “The Influence of Lifestyle, Brand Ambassador, and Electronic Word of Mouth on Purchase Decisions for Scarlett Whitening Products” aims to analyze and empirically examine the effects of lifestyle, brand ambassador, and electronic word of mouth on purchase decisions for Scarlett Whitening products. The population of this study consists of consumers who have purchased or used Scarlett Whitening products in the Jabodetabek area. This research employs a quantitative approach with a sample of 144 respondents selected using a non-probability sampling technique through purposive sampling. The hypothesis testing process was carried out using the PLS-SEM technique with SmartPLS 4 as the analytical tool. The findings of this study indicate that the lifestyle variable has a significant influence on purchase decisions for Scarlett Whitening products, the brand ambassador variable has a significant influence on purchase decisions for Scarlett Whitening products, and the electronic word of mouth variable also significantly influences purchase decisions for Scarlett Whitening products.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210111157] [Pembimbing: Pusporini] [Penguji 1: Suharyati] [Ketua: Alfatih Sikki Manggabarani]
Uncontrolled Keywords: Lifestyle, Brand Ambassador, Electronic Word of Mouth, and Purchase Decisions
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: ZAHRAH ALYA KARIMAH
Date Deposited: 17 Mar 2026 02:38
Last Modified: 17 Mar 2026 02:38
URI: http://repository.upnvj.ac.id/id/eprint/41259

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