Kezia Dugdale took charge as new leader of Scottish Labour from Jim Murphy, telling supporters: "We are down, but we are not out."
She vowed to work "night and day" to reverse the party's fortunes after it lost all but one of its 40 seats in the Scottish Parliament.
Labour MSP Alex Rowley, a former aide to Gordon Brown, was elected as the party's new deputy leader.
About 15,000 party members and 6,000 affiliated and registered members were entitled to take part in the ballot, which was held under a new one-person-one-vote system.
Dudgale faces her first big test in the Scottish Parliament election next May, where a surging SNP is seeking a third term in office.
In a message to voters while speaking in Stirling, the Lothian MSP said: "Take another look at the Scottish Labour party. I am not so presumptuous to ask instantly for your vote. But at the recent election 700,000 of you stuck with us but many chose someone else."
The election comes as the Labour party sent out its first ballots to elect a UK-wide party leader yesterday.
The contest has been hotting up as extreme left-wing Jeremy Corbyn has been racing ahead in opinion polls.
More than 600,000 people are eligible to cast a ballot and choose who between Corbyn, Andy Burnham, Yvette Cooper and Liz Kendall will lead the party after Ed Miliband's resignation following Labour's defeat in the general election.
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