Pengaruh Brand Ambassador “Tasya Farasya” Dan Brand Trust Terhadap Minat Beli Avoskin Di Aplikasi Instagram Pada Mahasiswa

Abstract

The cosmetics industry is expanding extremely quickly, and in Karawang Regency, fans and
consumers of cosmetics bearing the Avoskin brand have started to rise sharply. The goal of
this study was to evaluate and quantify the impact of Tasya Farasya as a brand ambassador
and consumer interest in purchasing cosmetics bearing the Avoskin brand. The research is
quantitative in nature. The quantitative approach method is the one used. The authors used
Google Forms to disseminate online surveys as part of the data gathering procedure. 96
samples were utilized in the analysis. The analysis employed descriptive analysis with
multiple regression using SPSS version 21. The sampling approach used non-probability
sampling technique. Brand ambassadors have a good and substantial impact on purchase
intention, according to the study's findings. Purchase intention is positively and significantly
impacted by brand trust. Purchase intentions are simultaneously influenced by brand trust
and brand advocates.