The Influence of Brand Ambassador and Digital Payment on Purchase Decision Through Impulsive Buying Mediation on Scarlett Whitening
DOI:
https://doi.org/10.26623/ebsj.v9i1.11822Keywords:
Brand Ambassador, Digital Payment, Impulsive Buying, Purchase DecisionAbstract
This study aims to examine the influence of Brand Ambassadors and Digital Payment on Purchase Decisions, with Impulsive Buying acting as a mediating variable in the context of Scarlett Whitening products. A quantitative research method was employed, utilizing a survey approach through questionnaires distributed to 157 respondents who had previously purchased Scarlett Whitening products. The results indicate that both Brand Ambassadors and Digital Payment have a positive and significant impact on Purchase Decisions, both directly and indirectly through the mediation of Impulsive Buying. The findings suggest that consumers tend to make quicker and less deliberative purchase decisions when influenced by appealing Brand Ambassadors and the convenience of Digital Payment options. Furthermore, this study highlights the crucial role of Impulsive Buying as a behavioral factor that strengthens the relationship between marketing strategies and consumer purchasing behavior. The implications of this research provide valuable insights for businesses, particularly in the beauty and skincare industry, on how to optimize their marketing strategies. Companies can enhance their brand appeal and drive higher purchase rates by strategically leveraging Brand Ambassadors and offering seamless Digital Payment methods. Ultimately, this study contributes to the growing body of knowledge on consumer behavior and digital marketing strategies in the modern retail landscape
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Alan, M., & Aprilianty, F. (2022). the Relationship of Nonmainstream Brand Ambassador Qualities Towards Purchase Decision of Ms Glow for Men. International Journal of Business and Economy (IJBEC), 4(3), 260–275. http://myjms.mohe.gov.my/index.php/ijbecJournalwebsite:http://myjms.mohe.gov.my/index.php/ijbechttp://myjms.mohe.gov.my/index.php/ijbec
Azizah, F. D., Nur, A. N., & Putra, A. H. P. K. (2022). Impulsive Buying Behavior: Implementation of IT on Technology Acceptance Model on E-Commerce Purchase Decisions. Golden Ratio of Marketing and Applied Psychology of Business, 2(1), 58–72. https://doi.org/10.52970/grmapb.v2i1.173
Erawati, T., & Nursetiawan, R. (2023). Arus Kas Bebas Terhadap Manajemen Laba Riil Pada Perusahaan Manufaktur DiBursa Efek Indonesia 2017-2021. Jurnal E-Bis, 7(1), 246–260. https://doi.org/10.37339/e-bis.v7i1.1117
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Evaluation of Formative Measurement Models. https://doi.org/10.1007/978-3-030-80519-7_5
Naufalia, V. (2022). Pengaruh Digital Payment dan E-Service Quality Terhadap Perilaku Konsumtif pada Pengguna Shopee Wilayah DKI Jakarta. Jurnal Pariwisata Bisnis Digital Dan Manajemen, 1(1), 1–9. https://doi.org/10.33480/jasdim.v1i1.3011
Nyoman, Parasari, M., Nasional, U. P., Pratiwi, N. I., Komunikasi, I., Nasional, U. P., Ratna, P., Sari, J., Pariwisata, D., Nasional, U. P., Putu, N., Febrianti, S., Nasional, U. P., Korespondensi, P., Sri, N., & Parasari, M. (2023). Jurnal Ekonomi dan Bisnis , Vol . 12 No . 3 September 2023 P - ISSN : 2503-4413 Pengaruh Brand Ambassador K-Artist Dan Harga Terhadap Impulse Buying Produk Mie Lemonilo. 12(3), 277–286.
Rozalia, Rinuastuti, H., & Rusminah. (2020). Pengaruh Brand Ambassador Terhadap Citra Merek dan Keputusan Pembelian Produk Sepatu Nike di Kota Mataram. Jurnal Distribusi, 8(2), 149–162.
Setiawati, R. (2023). Integrated Digital Payment, Digital Marketing, and Pricing Perception for Decision Purchase of Fruits and Vegetables E-Commerce. E3S Web of Conferences, 426. https://doi.org/10.1051/e3sconf/202342602125
Sudarsono, J. G. (2017). Pengaruh Visual Merchandising Terhadap Impulse Buying Melalui Positive Emotion Pada Zara Surabaya. Jurnal Manajemen Pemasaran, 11(1), 16–25. https://doi.org/10.9744/pemasaran.11.1.16-25
Timpal, R. S., Massie, J. D. D., Pandowo, M. H. C., Timpal, R. S., Massie, J. D. D., & Pandowo, M. H. C. (2022). the Role of Brand Ambassadors on Consumer Purchase Decision on Tokopedia Marketplace Peran Duta Merek Dalam Keputusan Pembelian Pembeli Di Lokapasar Tokopedia. Jurnal EMBA, 10(3), 652–659.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Aiza Duta Dwipa Nusantara, Muinah Fadhilah, Budi Setiawan
This work is licensed under a Creative Commons Attribution 4.0 International License.
The journal holds the copyright for each article published with work licensed simultaneously under a Creative Commons Attribution 4.0 International License, which allows others to share the work with an acknowledgment of the authorship and early publication of the work in this journal.
This work is licensed under a 