PENGARUH STRATEGI DIFERENSIASI, BRAND AMBASSADOR, DAN INOVASI PRODUK TERHADAP DAYA SAING SCARLETT WHITENING DI PASAR SKINCARE LOKAL DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Store Offline Skincare di Bandar Lampung)

VENY, NOVITA SARI (2026) PENGARUH STRATEGI DIFERENSIASI, BRAND AMBASSADOR, DAN INOVASI PRODUK TERHADAP DAYA SAING SCARLETT WHITENING DI PASAR SKINCARE LOKAL DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Store Offline Skincare di Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Persaingan industri skincare lokal yang semakin ketat mendorong perusahaan untuk meningkatkan daya saing agar mampu mempertahankan posisinya di pasar. Scarlett Whitening sebagai salah satu merek skincare lokal perlu menerapkan strategi yang tepat untuk menghadapi persaingan tersebut. Penelitian ini bertujuan untuk mengetahui pengaruh strategi diferensiasi, brand ambassador, dan inovasi produk terhadap daya saing Scarlett Whitening di Kota Bandar Lampung. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif kausal. Populasi dalam penelitian ini adalah pemilik atau pengelola toko kosmetik, reseller, dan distributor yang menjual produk Scarlett Whitening di Kota Bandar Lampung. Sampel penelitian dipilih menggunakan teknik non-probability sampling dengan metode purposive sampling, teknik purposive sampling, yaitu teknik penentuan sampel berdasarkan kriteria tertentu yang ditetapkan oleh peneliti. Data penelitian dikumpulkan melalui penyebaran kuesioner dan dianalisis menggunakan metode regresi linier berganda dengan bantuan program Statistical Package for Social Sciences (SPSS). Hasil penelitian menunjukkan bahwa strategi diferensiasi, brand ambassador, dan inovasi produk secara parsial maupun simultan berpengaruh positif dan signifikan terhadap daya saing Scarlett Whitening. Inovasi produk merupakan variabel yang paling dominan dalam meningkatkan daya saing. Dengan demikian, daya saing Scarlett Whitening dapat ditingkatkan melalui strategi diferensiasi yang tepat, penggunaan brand ambassador yang sesuai, dan inovasi produk yang berkelanjutan. Kata Kunci: Strategi Diferensiasi, Brand Ambassador, Inovasi Produk, Daya Saing. ABSTRACT The increasing competition in the local skincare industry encourages companies to enhance their competitiveness in order to maintain their position in the market. Scarlett Whitening, as one of Indonesia’s local skincare brands, needs to implement appropriate strategies to face such competition. This study aims to determine the influence of differentiation strategy, brand ambassador, and product innovation on the competitiveness of Scarlett Whitening in Bandar Lampung. This study uses a quantitative approach with a causal associative research type. The population in this study were cosmetic shop owners or managers, resellers, and distributors who sell Scarlett Whitening products in Bandar Lampung City. The research sample was selected using a non-probability sampling technique with a purposive sampling method, namely a sampling technique based on certain criteria determined by the researcher. Research data were collected through questionnaires and analyzed using multiple linear regression methods with the help of the Statistical Package for Social Sciences (SPSS) program. The results indicate that differentiation strategy, brand ambassador, and product innovation have a positive and significant effect on the competitiveness of Scarlett Whitening, both partially and simultaneously. Product innovation is the most dominant variable affecting competitiveness. Therefore, Scarlett Whitening's competitiveness can be improved through effective differentiation strategies, the selection of appropriate brand ambassadors, and continuous product innovation. Keywords: Differentiation Strategy, Brand Ambassador, Product Innovation, Competitiveness.

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