Hubungan Brand Ambassador Amanda Rawless Terhadap Minat Beli Kosmetik Wardah Dikalangan Mahasiswa Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Singaperbangsa Karawang

Abstract

This study aims to determine the relationship between the use of Amanda Rawles as a brand ambassador and the purchase intention of Wardah cosmetic products among students of the Faculty of Social and Political Sciences at Singaperbangsa University, Karawang. The research method used is quantitative with a survey approach. The sampling technique applied is purposive sampling, involving 100 respondents. Data were collected through an online questionnaire using a Likert scale and analyzed using validity, reliability, correlation, and coefficient of determination (R²). The results indicate that Amanda Rawles as a brand ambassador has a significant relationship with consumers’ purchase intention toward Wardah cosmetics. This finding suggests that her expertise, trustworthiness, and attractiveness play an important role in shaping positive perceptions and increasing students’ interest in purchasing Wardah products.