The purpose of this research is to analyze the variables Brand Ambassador, Korean
Wave, and Beauty Vogger on purchase intention for skin care Scarlett Whitening
products. This type of research uses quantitative research. The population in this
study were students at the Muhammadiyah University of Purwokerto, totaling 14,681
students. The samples in the research were students who know about Scarett
Whitening products. Sampling in this research used purposive sampling technique.
Based on the criteria, the sample size was 110 respondents from Muhammadiyah
University Purwokerto students. The data analysis techniques used are analysis
descriptive statistics, validity test, reliability test, classical assumption test, multiple
linear regression analysis test, coefficient of determination test, F-test and T-test. The
research results explain that the variables Brand Ambassador have a positive and
significant influence on purchase intention. Korean Wave has a positive and
significant effect on purchase intention. Beauty Vogger has a significant positive
effect on purchase intention.