THE INFLUENCE OF BRAND AMBASSADOR BRAND FAMILIARITY PRODUCT QUALITY AND E-WOM ON PURCHASE INTENTION THROUGH LOYALTY OF CONSUMERS OF WARDAH COSMETIC PRODUCTS IN SAMARINDA --

ABSTRACT
The purpose of this research is to analyze and prove "The Influence of
Brand Ambassador Brand Familiarity Product Quality and E-Wom on Purchase
Intention through Loyalty to consumers of Wardah Cosmetic products in
Samarinda City". The influence of Brand Ambassador has a significant effect
on Purchase Intention for Wardah cosmetic users, Brand Ambassador
Influence has a significant effect on Loyalty for Wardah cosmetics users, Brand
Familiarity has a significant effect on Purchase Intention for Wardah cosmetics
users, Brand Familiarity has a significant effect on Loyalty for Wardah
cosmetics users, The effect of Product Quality has a significant effect on
Purchase Intention for Wardah cosmetics users, The Effect of Product Quality
has a significant effect on Loyalty for Wardah cosmetic users, The influence of
E-Wom has a significant effect on Purchase Intention for Wardah cosmetic
users, The influence of E-Wom has a significant effect on Loyalty for Wardah
cosmetic users, the influence of Purchase Intention has a significant effect on
Loyalty for Wardah cosmetic users . And this study used a survey method with
144 samples spread in one area of Yakini City, Samarinda City with the
Accidential Sampling Method sampling technique. Respondents provided
online questionnaires using the Google Form and provided offline
questionnaires by distributing questionnaires directly in the Samarinda City
area. then tabulated and tested using statistical methods. The data was
collected using a research tool (questionnaire) which has been tested for its
validity and reliability. From the test results,
The results of the study after statistical tests were carried out with tools
using the SEM-Amos application version 5.0 used the following results Brand
Ambassador had a significant effect on Purchase Intention for wardah cosmetic
users in Samarinda, Brand Ambassador had a significant effect on Loyalty for
wardah cosmetic users in Samarinda, Brand Familiarity has an effect
significant effect on Purchase Intention for wardah cosmetic users in
Samarinda, Brand Familiarity has a significant effect on Loyalty for wardah
cosmetic users in Samarinda, Product Quality has a significant effect on
Purchase Intention for wardah cosmetic users in Samarinda, Product Quality
has a significant effect on Loyalty for wardah cosmetic users in Samarinda , E-
Wom has a significant effect on Purchase Intention of wardah cosmetic users
in Samarinda.E-Wom has a significant effect on Loyalty for wardah cosmetic
users in Samarinda, Purchase Intention has a significant effect on Loyalty for
wardah cosmetic users in Samarinda.
Keyword: Brand Ambassador, Brand Familiarity, Product Quality, E-Wom,
Loyalty