Scarlett Skincare Purchasing Decisions Analysis On UNPRI Law Faculty Students

Abstract

The phenomenon of increasing the beauty industry in Indonesia, consumers who do not want to return to
using Scarlett products because they have a bad experience and do not suit them, and consumers who do
not recommend Scarlett products to other consumers create an unfavorable word of mouth is the
background of this study. This study aims to examine the effect of Experiential Marketing, Word of Mouth,
and Brand Image on consumer decisions in buying Scarlett skincare products. The sampling technique
applied was accidental sampling, with a total of 100 respondents from the Faculty of Law, Prima Indonesia
University. The data analysis method used is multiple linear regression analysis. The results showed that
there was a positive and significant influence, both partially and simultaneously, between Experiential
Marketing, Word of Mouth, and Brand Image on purchasing decisions for Scarlett products.