Pengaruh Brand Ambassador Terhadap Purchase Intention Yang Dimediasi Brand Image Dan Brand Awareness

Abstract

AbstractThis study aims to analyze the influence of brand ambassadors on purchase intention of skin care products mediated by brand image and brand awareness. The method used is non-probability sampling with a purposive sampling approach because of the requirements of respondents such as women, aged 16-30 years, who have purchased Nature Republic products and know the brand ambassador of the brand. Data analysis using Structural Equation Model (SEM) which is then processed using Smart-PLS software. There are 298 female respondents. The results show that brand ambassadors have an influence on brand image, brand awareness and purchase intention. The brand ambassador used does not increase purchase intention, but the brand ambassador affects brand image and brand awareness positively. Keywords: brand ambassador, brand image, brand awareness, purchase intention AbstrakPenelitian ini bertujuan untuk menganalisa pengaruh brand ambassador terhadap purchase intention produk skin care yang dimediasi oleh brand image dan brand awareness. Metode yang digunakan non probability sampling dengan pendekatan purposive sampling karena adanya persyaratan responden seperti wanita, berusia 16-30 tahun, pernah melakukan pembelian produk Nature Republic serta mengetahui brand ambassador merek tersebut. Analisis data menggunakan Structural Equation Model (SEM) yang kemudian diolah menggunakan software Smart-PLS. Terdapat 298 responden wanita. Hasil menunjukkan bahwa brand ambassador memiliki pengaruh terhadap brand image, brand awareness dan purchase intention. Brand ambassador yang digunakan tidak demikian meningkatkan purchase intention, namun brand ambassador mempengaruhi brand image dan brand awareness secara positif. Kata Kunci: brand ambassador, brand image, brand awareness, purchase intention