The Influence of Brand Ambassador, Brand Image, and Online Customer Review on Purchase Intention toward Azarine Sunscreen in DKI Jakarta
DOI:
https://doi.org/10.59890/ijsas.v4i10.72Keywords:
Brand Ambassador, Brand Image, Online Customer Review, Purchase Intention, AzarineAbstract
This study examines the influence of Brand Ambassador, Brand Image, and Online Customer Review on Purchase Intention toward Azarine Sunscreen in DKI Jakarta. Using a quantitative causal design, data were collected from 235 Generation Z respondents through questionnaires and analyzed with Partial Least Square Structural Equation Modeling (PLS-SEM) using SmartPLS 4. The results show that Brand Ambassador, Brand Image, and Online Customer Review each have a positive and significant effect on Purchase Intention, with path coefficients of 0.383, 0.338, and 0.357, respectively. The three variables jointly explain 65.3% of the variance in Purchase Intention, confirming their central role in shaping consumer purchase intention toward local skincare brands
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