Pengaruh Persepsi Religiusitas Brand Ambassador dan Brand Image Terhadap Minat Beli Produk Kosmetik Wardah di Provinsi Aceh

Abstract

This study examines how views on Brand Ambassador religiosity and brand image influence purchase intention of Wardah cosmetic products among buyers in Aceh Province. Although many scientific works have discussed the impact of Brand Ambassador and brand image on consumer behavior, few have looked specifically at the role of Brand Ambassador religiosity, especially in a sensitive cultural context such as Aceh. This study seeks to fill this gap by examining how consumers in Aceh, who are predominantly Muslim, view Wardah Brand Ambassador religiosity and how this view, combined with the overall brand image, influences their decision to purchase Wardah products. The researcher hypothesizes that the relationship between Brand Ambassador religiosity and consumers' own religious beliefs can have a positive impact on purchase intention. In addition, this study will also look at Wardah's brand image, which is often associated with Islamic values and halal certification. The method used in this study is quantitative. The sampling technique applied is convenience sampling which is carried out by chance, to collect data using a questionnaire. Data analysis will be carried out statistically to test the predetermined hypothesis. From the research conducted, results were found that showed a positive and significant influence of Brand Ambassador religiosity and brand image on consumer purchase intention. The more positive the consumer's view of the Brand Ambassador's religiosity and the stronger the brand image, the higher the consumer's desire to buy the product. Overall, the variables of the Brand Ambassador's religiosity view and brand image can explain 19% of the variation in consumer purchasing interest, while the remaining 81% is influenced by other factors not examined in this study.