The Role of Brand Image, Brand Ambassador, and Product Quality in Consumer Purchases of Scarlett

Purpose – This study aims to examine the effects of brand image, brand ambassador, and product quality on purchase decision among Scarlett consumers in Malang City. Design/Methodology/Approach – This study employed an explanatory quantitative approach to examine causal relationships through hypothesis testing. A total of 170 respondents were selected using purposive sampling, based on the criteria of being over 17 years old, having used Scarlett products at least once, being familiar with Scarlett’s brand ambassador, and residing in Malang City. Data were analyzed using multiple linear regression with SPSS Version 25. Findings – The findings indicate that brand image, brand ambassador, and product quality each have a significant effect on purchase decision among Scarlett consumers in Malang City. These results demonstrate that the three variables play an important role in influencing consumers’ decision-making when purchasing Scarlett products. Originality/Value – The study provides empirical evidence regarding the combined influence of brand image, brand ambassador, and product quality on purchase decisions in the context of a local beauty brand. The findings offer practical implications for Scarlett to strengthen its positive brand image, collaborate with popular and well-liked brand ambassadors, and continuously maintain and improve product quality to encourage consumer purchase decisions.