Pengaruh Brand Ambasador Kualitas Produk, Persife Value Terhadap Minat Belanja Konsumen Pada Produk Skincare Skintific
DOI:
https://doi.org/10.35870/jemsi.v10i1.1982Abstract
Penelitian ini mengeksplorasi pengaruh Brand Ambassador, Kualitas Produk, dan Persive Value terhadap Minat Belanja konsumen pada produk skincare Skintific. Seiring pesatnya pertumbuhan industri skincare, strategi pemasaran yang efektif menjadi krusial. Brand Ambassador, yang memainkan peran utama dalam menciptakan koneksi emosional dengan konsumen, terbukti berpengaruh positif terhadap Minat Belanja. Kualitas Produk, dengan fokus pada formulasi yang cermat dan bahan berkualitas tinggi, juga menjadi faktor penentu dalam membangun kepercayaan konsumen. Persive Value, yang mencakup nilai-nilai perusahaan dan tanggung jawab sosial, membentuk preferensi konsumen. Melalui penelitian kuantitatif di Kota Makassar, temuan ini memberikan wawasan strategis bagi praktisi pemasaran dalam mengoptimalkan kampanye skincare, meningkatkan kepuasan konsumen, dan memperkuat posisi merek di pasar yang bersaing ketat.
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