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All Journal Duconomics Sci-meet (Education & Economics Science Meet)
Dinda Laras Octaviana
Universitas Indraprasta PGRI
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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The Influence of Brand Ambassador Fujianti and Brand Image on Purchase Interest at Nufaceid Dinda Laras Octaviana; Darwin Hartono; Iramdan Iramdan; A Rahman
Duconomics Sci-meet (Education & Economics Science Meet) Vol 5 (2025): Marketing and Entrepreneurship Transformation in the Digital Era for Strengthening Com
Publisher : Neolectura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37010/duconomics.v5.9307

Abstract

This study aims to determine the extent of the influence of brand ambassador Fujianti and brand image on purchase intention for Nufaceid products. The study employs a quantitative approach using a survey method. The population consists of Nufaceid consumers aged 18–25 who actively follow the brand's updates featuring Fujianti as the brand ambassador. A saturated sampling technique was used, involving 45 respondents. Data collection was conducted via questionnaires, and data analysis was performed using multiple linear regression. The t-test results indicate that the Brand Ambassador (X1) has a significant effect on Purchase Intention (Y), with a t-count of 3.045 exceeding the t-table value of 2.018. Brand Image (X2) also significantly affects Purchase Intention (Y), with a t-count of 2.364 exceeding the t-table value of 2.018. The F-test results show an F-count of 51.156, which is greater than the F-table value of 3.22; this indicates that Brand Ambassador and Brand Image simultaneously have a significant effect on consumer purchase intention regarding Nufaceid products.
Co-Authors A Rahman Darwin Hartono Iramdan Iramdan