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Journal : Asian Journal of Management Analytics

The Role of Brand Image in Mediating the Effect of Brand Ambassador on Purchase Decision of Somethinc Products in Denpasar City Sri Gandari, Ni Nyoman Mirah; Seminari, Ni Ketut
Asian Journal of Management Analytics Vol. 3 No. 3 (2024): July 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v3i3.10031

Abstract

The purpose of this study is to examine how the brand image of Somethinc products influences consumers' decisions to buy. Purposive sampling was used in this study, which had 120 respondents and was conducted in Denpasar. Questionnaires were distributed in order to collect data. Path analysis and the Sobel test were then used for analysis. According to the findings, brand ambassadors have a positive and significant impact on decisions about what to buy, and brand image also has a positive and significant impact on decisions about what to buy. Brand image also partially mediates the influence of brand ambassadors on decisions about what to buy. The research's consequences can serve as a reference and reinforce earlier findings.
Co-Authors A. A. Gede Tresna SP Anak Agung Ayu Dita Pradnyasuari Devi Ayub Sheehan Banurea Devi, Anak Agung Ayu Dita Pradnyasuari Dewa Agung Parama A.P Dewa Kade Anggie Dharma Putra Dwi Hartharini Kamajaya Eka Sulistyawati G B Suryakusuma Ksatriadiningrat Gunananda Gede Bayu Rahanatha Ghosa Pramadivara I Gusti Agung Ketut Sri Ardani I Gusti Agung Sri Andini I Gusti Ayu Ketut Giantari I Ketut Rahyuda I Komang Dani Surya Miarta I Made Bagas Adi Suputra I Made Pradnya Raditya Putra I Nengah Asta Gina Jaya Artha I Putu Bayu Adi Jaya I Putu Gde Sukaatmadja I Putu Gede Agi Agata Wirawan I Putu Gede Hendra Wiryawan I Putu Wimahayana Adnyana I Wayan Agus Karisna Widyananda I.M. Jember I.M. Mega I.M. Radiawan I.N. Nurcaya I.N. Puja Ida Ayu Agung Upadianti Jayantari Ida Ayu Harmaita Wijayanti Kadek Agus Riski Sabrina Ketut Warmika, I Gede Kevin Bryan Anantha Komang Arya Gustava Kawi Putra L.G.S. Artini Luh Gede Sri Artini Luh Putu Nindia Sastiari Luh Putu Wrasiati Mohammad Pambudi Ary Wicaksono N.K. Purnawati N.M.I. Muliyati N.W. Siti Ni Gusti Putu Wirawati Ni Ketut Supadmi Ni Luh Gde Sumardani Ni Made Arie Sulistyawati Ni Made Sri Rastini . Ni Made Witariadi Ni Nengah Soniari Ni Nyoman Putri Desianti Ni Putu Dema Punkyanti Ni Putu Dharma Diyanthini Ni Putu Diah Erna Dewi Ni Putu Lenny Pratiwi Ni Putu Novia Karlina Ni Putu Rahayu Wulansari Ni Wayan Ekawati Ni Wayan Prika Adiantari Ni Wayan Ratna Pradnyana Dewi Ni Wayan Sitiari Nyoman Tri Putri Utami Pipit Ingka Pratiwi Putu Agus Wira Putra Putu Anita Fransiska Putu Denny Prathama Ayub Putu Wulan Dewi Saraswati Remawa, Anak Agung Gede Rai Renaldi Ridho Nugroho Renaldi Ridho Nugroho Riyandhika Wardhana Sri Gandari, Ni Nyoman Mirah Sukaatmaja, I Putu Gde Suranjaya I .Gd Tjok Gde Raka Sukawati Viona Fenella Wedanta, Putu Krishna Wahyuana