Peran Brand Ambassador Dan Kualitas Konten Terhadap Brand Awarness Pada Produk Skintific Di Bandar Lampung

Abstract

This study aims to analyze the influence of brand ambassadors and content quality on brand awareness of Skintific products in Bandar Lampung. In the current digital era, brand awareness has become one of the critical factors influencing consumers' purchasing decisions. The use of brand ambassadors as brand representatives and the presentation of high-quality content on social media are expected to enhance brand awareness among consumers. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 100 respondents, who are consumers of Skintific products in Bandar Lampung. The results show that brand ambassadors have a positive and significant influence on brand awareness. Additionally, content quality significantly contributes to enhancing brand awareness. Both variables simultaneously exhibit a strong influence on brand awareness. These findings indicate that companies need to optimize the selection of brand ambassadors relevant to their target market and create engaging and informative content to improve product competitiveness.