Abstract

This study aims to determine the effect of brand ambassadors, brand image, and product quality on purchase intention in Everwhite skincare products in Bandung. The research method used is quantitative with a descriptive research type. Sample selection using non-probability sampling method with purposive sampling technique. The population in this study was 100 people in Bandung who knew about Everwhite skincare and knew Kim Seon Ho as the brand ambassador of Everwhite. The results of the study simultaneously showed that the brand ambassador had a positive and significant influence on purchase intention, the value (t value) > (t table) and a significant number < 0,5. Partially it is known that brand image has a positive and significant effect on purchase intention, obtained a value of (t value) > (t table) and a significant number <0.5. Partially it is known that product quality has a positive and significant effect on purchase intention, obtained with a value of (t value) > (t table) and a significant number <0.5. Furthermore, simultaneously it is known that brand ambassador, brand image, and product quality have a significant influence on purchase intention (F value) > (F table) with a significant number < 0.05.