JUBAIDAH NASUTION, NPM 2101300334 (2025) PENGARUH BRAND AMBASSADOR TERKENAL DAN PERSEPSI KONSUMEN TERHADAP TINGKAT PENJUALAN SKINCARE SCARLETT DENGAN VARIABEL MODERATING KEPERCAYAAN KONSUMEN DI KOTA RANTAUPRAPAT. Tugas_Akhir(Artikel) YUME : Journal of Management, 8 (1). pp. 1251-1262. ISSN 2614-851X (e-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Brand Ambassador terkenal dan persepsi konsumen terhadap tingkat penjualan produk skincare Scarlett, dengan kepercayaan konsumen sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif melalui metode survei terhadap 100 responden pengguna aktif Scarlett di Kota Rantauprapat. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa Brand Ambassador terkenal berpengaruh signifikan terhadap kepercayaan konsumen, namun tidak berpengaruh langsung terhadap peningkatan penjualan. Sebaliknya, pengaruh Brand Ambassador terhadap penjualan bersifat tidak langsung melalui mediasi kepercayaan konsumen. Persepsi konsumen terbukti menjadi variabel paling dominan yang secara langsung maupun tidak langsung berpengaruh signifikan terhadap tingkat penjualan melalui kepercayaan konsumen sebagai mediator. Kepercayaan konsumen memiliki peran penting sebagai jembatan dalam membentuk hubungan antara strategi pemasaran (Brand Ambassador dan persepsi konsumen) dengan hasil penjualan. Implikasi dari temuan ini adalah pentingnya perusahaan mempertahankan figur Brand Ambassador yang relevan dan terpercaya, serta terus membentuk persepsi positif terhadap merek dan produk. Kepercayaan konsumen perlu dibangun melalui kualitas produk, transparansi informasi, dan pengalaman konsumen yang konsisten agar mampu meningkatkan penjualan secara berkelanjutan. Kata Kunci: Isi, Brand Ambassador, Persepsi Konsumen, Kepercayaan Konsumen, Tingkat Penjualan, Scarlett Skincare ================================================================================================= This study aims to analyze the influence of famous Brand Ambassadors and consumer perceptions on the level of sales of Scarlett skincare products, with consumer trust as a mediating variable. This study uses a quantitative approach through a survey method of 100 respondents who are active Scarlett users in Rantauprapat City. Data analysis was carried out using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results of the study indicate that famous Brand Ambassadors have a significant effect on consumer trust, but do not have a direct effect on increasing sales. On the contrary, the influence of Brand Ambassadors on sales is indirect through the mediation of consumer trust. Consumer perception has proven to be the most dominant variable that directly or indirectly has a significant effect on sales levels through consumer trust as a mediator. Consumer trust plays an important role as a bridge in forming the relationship between marketing strategies (Brand Ambassadors and consumer perceptions) with sales results. The implication of this finding is the importance of companies maintaining relevant and trusted Brand Ambassador figures, and continuing to form positive perceptions of brands and products. Consumer trust needs to be built through product quality, information transparency, and consistent consumer experience in order to be able to increase sales sustainably. Keywords: Content, Brand Ambassador, Consumer Perception, Consumer Trust, Sales Level, Scarlett Skincare
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Isi, Brand Ambassador, Persepsi Konsumen, Kepercayaan Konsumen, Tingkat Penjualan, Scarlett Skincare=================Content; Brand Ambassador, Consumer Perception, Consumer Trust, Sales Level, Scarlett Skincare |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 21 Aug 2025 03:12 |
| Last Modified: | 21 Aug 2025 03:12 |
| URI: | http://repository.ulb.ac.id/id/eprint/1647 |
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