THE INFLUENCE OF BRAND AWARENESS AND BRAND AMBASSADORS ON BUYING INTEREST WITH BRAND IMAGE AS AN INTERVENING VARIABLE
DOI:
https://doi.org/10.33474/jimmu.v9i1.21553Keywords:
Brand Awareness, Brand Ambassador, Buying Interest, Brand ImageAbstract
The purpose of this study was to analyze the effect of brand awareness and brand ambassadors on buying interest with brand image as an intervening variable. This research method is quantitative. The data source in this study uses primary data. This study uses a questionnaire data collection method. The population in this study were all Skintific Skincare users in Surakarta city. The sampling technique used was Nonprobability sample with purposive sampling method. The number of samples in this study were 150 respondents. The data analysis technique in this study uses Partial Least Square (PLS) using the help of SMARTPLS software. The results of this study are that Brand Awareness has a positive and significant effect on Brand Image. Brand Ambassador has a positive and significant effect on Brand Image. Brand Awareness has a positive and significant effect on buying interest. Brand Ambassador has a positive and significant effect on buying interest. Brand Image variable has a positive and significant effect on buying interest.
References
Achmad, N., Nestri, M. S., & Sholahudin, M. (2021). The Influence of Brand Ambassador & Eletronic Word of Mouth (e-WOM) on Consumer Buying Interest in Lazada Marketplace With Brand Image as a Mediator. The 14 Th University Research Colloqium, 7
Alinda, D. N., Herman, & Hambalah, F. (2022). Pengaruh Sponsorship dan Brand Ambassador terhadap Purchase Intention dengan Brand Image sebagai Variabel Intervening: Shopee sebagai Sponsor Utama Liga 1 Indonesia dan Cristiano Ronaldo sebagai Brand Ambassador. Journal Of Accounting and Business, 1(2), 69–81.
Annissa, A. N., & Paramita, E. L. (2021). Brand Promotion: The Effects of Celebrity Endorsement and Brand Image on Consumer Buying Decision. Jurnal Bisnis Dan Manajemen , 8(1), 417–423. https://doi.org/https://doi.org/10.26905/jbm.v8i1.5413
Ardian, I. N. S., & Mardhotillah, R. R. (2023). Influence of Brand Ambassador, Brand Awareness, and Price on Brand Image and Purchasing Decision in Halal Skincare Product (Study on MS Glow Skincare Products in Surabaya). Journal Of Halal Research, Policy, And Industry , 2(2).
Aulia, M. K., & Wardhana, A. (2018). Pengaruh Brand Ambassador Terhadap Brand Image Pada Mamahke Jogja. EProceedings of Management, 5(2).
Azazi, A., Bagus Purmono, B., Rosnani, T., & Irfan Hendri, M. (2023). The influence of korean celebrities as brand ambassador and product quality on purchase decision with brand image as the mediating variable on Scarlett Whitening. Enrichment: Journal of Management, 13(5), 3137–3148.
Christian, A. (2022). Pengaruh Brand Ambassador terhadap Minat Beli konsumen melalui Brand Image Shopee. Universitas Multimedia Nusantara.
Fajri, I., Rizkyanfi, M. W., & Ismaya, R. (2021). The Effect Of Social Media Marketing On Purchase Decisions With Brand Awareness As An Intervening Variables In Praketa Coffee Shop Purwokerto. The Journal Gastronomy Tourism, 8(2), 97–110. https://ejournal.upi.edu/index.php/gastur
Faradilla, M. A., & Andarini, S. (2022). Pengaruh Brand Ambassador Terhadap Minat Beli Produk Maybelline New York Melalui Sikap pada Iklan Sebagai Variabel Mediasi. Jurnal Administrasi Bisnis (JAB, 12(1), 2022. www.fda.gov,2016
Ghozali, I. (2019). Aplikasi Analisis Multivariete. Universitas Diponegoro.
Hendi, D., Rini, E. S., & Silalahi, A. S. (2022). The Influence of Integrated Marketing
Communication, Brand Ambassador on Purchase Decisions through Brand Awareness, and Brand Image as Intervening Variables at Tokopedia in Medan City. International Journal of Research and Review, 9(4), 217–229. https://doi.org/10.52403/ijrr.20220427
Justica, A., & Lestari, M. T. (2021). Pengaruh Brand Ambassador Nct 127 Terhadap Brand Image Produk Nu Green Tea. EProceedings of Management, 8(3).
Kotler, P., & Keller, K. L. (2016). Marketing Management. 15th Edition. Pearson Education Limited.
Kusdayanti, P. A., & Nugroho, R. H. (2023). The Effect of Brand Image and Celebrity Endorser on Purchase Intention Through Brand Trust as an Intervening Variable (Study on Scarlett Whitening Consumers in Surabaya). Management Studies and Entrepreneurship Journal, 4(3), 3143–4251. https://doi.org/https://doi.org/10.37385/msej.v4i4.1570
Lestari, W. D., Mukharomah, W., Kusumastuti, A. R., & Sholahuddin, M. (2020). Panel Data Analysis: Supply Chain Strategy Effects on Capital Structure of Companies Listed in the Jakarta Islamic Index. Int. J Sup. Chain. Mgt, 9(4). https://doi.org/https://doi.org/10.59160/ijscm.v9i4.5223
Manalu, V. G., & Akbar, Ilham. (2020). Analisis Pengaruh Brand Awareness Dan Brand Image Terhadap Minat Pembelian Dan Kaitanya Dengan Inisiasi One Village One Product Di Kabupaten Kuningan. Derivatif: Jurnal Manajemen, 14(2).
Mauludi AC, A., Haryanti, N., & Putri, I. N. K. (2023). The Influence of Brand Ambassadors and Promotions on Purchase Decisions Through Brand Image as an Intervening Variable in Tokopedia E-Marketplace in East Java. International Journal of Social Science and Business, 7(3), 713–724. https://doi.org/10.23887/ijssb.v7i3.58889
MUNAWAROH, I., & Nurlinda, RA. (2023). Pengaruh Social Media Marketing dan Brand Ambassador Terhadap Keputusan Pembelian Melalui Brand Image Pada Produk Skincare Whitelab. Journal of Applied in Business Management and Accountin, 2(1), 13–33. https://intropublicia.org/index.php/jabma
Pradani, D. A., & Mangifera, L. (2024). Purchase Decision Influenced by Brand Ambassador, Korean Wave, Brand Image Mediated by Buying Interest. Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), 670–685. https://doi.org/10.2991/978-94-6463-204-0_56
Rasmiko, L. A., Jatmiko, R. D., & Novianti, K. R. (2022). The Effect of Advertising on Repatronage Intention with Brand Awareness and Brand Image as Intervening Variable. Jamanika (Jurnal Manajemen Bisnis Dan Kewirausahaan), 2(04), 310–323. https://doi.org/10.22219/jamanika.v2i04.22757
Ratnasari, I. E. (2021). The Influence of Brand Ambassadors, Brand Image, Product Quality, And Price Perceptions on Purchasing Decisions For Madame Gie Cosmetic Products On Students At Duta Wacana Christian University. Msdj: Management Sustainable Development Journal, 5(2), 36–46.
Santoso, D. A., Erdiansyah, R., & Pribadi, M. A. (2019). Pengaruh Brand Awareness dan Brand Image terhadap Minat Beli Produk Kecantikan Innisfree. Prologia, 2(2), 286–290.
Santoso, T. A., & Mardian, I. (2020). Pengaruh Brand Image Dan Brand Trust Terhadap Minat Beli Pada Produk Avocado Mantul. Jurnal Ekonomi Manajemen ETIS, 1(1), 28–34.
Sarah, K. S., Hurriyati, R., & Hendrayati, H. (2021). Analisis Social Media Marketing Melalui Instagram Terhadap Keputusan Pembelian Pada Produk Clothing Linkswear. Jurnal Manajemen (Edisi Elektronik), 12(3), 397–411.
Simanjuntak, D. (2023). Influence Of Advertising Campaign, Brand Ambassador and Country of Origin on Consumer Buying Interest Through Shopping Satisfaction At The Marketplace. International Journal of Quantitative Management (IJQM), 1(1), 1–11.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.CV.
Utama, A. P., & Ambarwati, A. N. (2022). The Effect of Brand Awareness, Brand Image and Trust on Consumer Buying Interest. Devotion: Journal Of Research and Community Service, 3(13), 2310–2330. www.astraisuzu.co.id
Wedayanti, K. A., & Ardani, I. G. A. K. S. (2020). Peran Brand Image Memediasi Pengaruh Electronic Word of Mouth Dan Brand Awareness Terhadap Niat Beli. E-Jurnal Manajemen, 9(6), 2434–2454.
Wulandari, K. (2021). Pengaruh Brand Image, Brand Trust, Dan Iklan Terhadap Minat Beli Konsumen Produk Kosmetik (Studi Pada Pengguna E-Commerce Sociolla). Jurnal Ilmiah Mahasiswa Fakultas Ekonomi Dan Bisnis, 9(2), 8–18.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Jurnal Ilmu Manajemen (JIMMU)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi 4.0 Internasional.
