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Journal : Jurnal Mirai Management

The Role Of Brand Ambassador And E-WOM In Influencing Purchase Decisions: Mediating Analysis Of Purchase Intention On Scarlett Lestari, Efa Suci; Lukitaningsih, Ambar; Fadhilah, Muinah
Jurnal Mirai Management Vol 10, No 1 (2025)
Publisher : STIE AMKOP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/mirai.v10i1.8344

Abstract

This study aims to analyze the impact of Brand Ambassador, E-WOM, and Purchase Intention on Purchase Decision in buying Scarlett products. Scarlett uses Brand Ambassadors and E-WOM as a means to promote products. This research uses quantitative methods with a sample of 140 respondents who are Scarlett consumers who live in the Special Region of Yogyakarta. The sampling technique is to distribute data in the form of a questionnaire and the sample size uses Hair et all because the population is not known with certainty. The measuring instrument used is validity and reliability tests and data analysis techniques using multiple linear regression models with the help of SPSS 25. The results of this study prove that the hypotheses are not all accepted, namely, brand ambassadors have no effect on purchase decisions, while E-WOM and purchase intention affect purchase decisions. This shows that only the E-WOM and purchase intention variables have a significant effect on purchase decision. The results of this study also show that the Purchase Intention variable is able to mediate the relationship between Brand Ambassador and E-WOM on Scarlett product Purchase Decision. This study recommends that Scarlett focus on promotion through E-WOM, and companies are expected to be able to choose the right Brand Ambassador, and maintain Purchase Intention consistency to increase Purchase Decision. Keywords: Brand Ambassador, E-WOM, Purchase Intention, Purchase Decision.
Co-Authors Adzani, Inggil Satria Agus Dwi Cahya Agus Dwi Cahya Akbar, Arif Maulana Alfiana, Lela Alfiani, Leli Anang Kurniawan Andhi Setyawan Andika Andika Anis Marjukah Anis Marjukah Anton Nugroho Anwar Virgano Fauzi Arief Rizky Pradana Astuti, Sekar Meilana Kinanthi Astuti, Sri Widiya Ayu Rosita Azis, Septiyan Ibnu Azizan, Ahamad Tarmizi Baiq Nurhidayati Bernadetta Diansepti Maharani Bernadetta Diansepti Maharani Bernedetta Diansepti Maharani Bety Hanum Mahira Bilqisa, Nazla H. Budi Setiawan Budiarno Budiarno Cepi Sopran Chrisdinata Adi Mahendra Damayanti, Fanita Deri Yuansyah Devi Nurchasanah Dhiastama, Rendi Ajib Diansepti Maharani, Bernadetta Dina Arumsari, Mela Eko Bagus Widakdhono Eko Bagus Widakdhono Erik Dian Pratama Ermi Yandi Andi Eva Suwarni Evanjeli, Laurensia Aptik Farid Alif Muttaqin Firti Lestari Gendro Wiyono Hamdani Hartono, Arif Hatmanti, Lusia Tria Hayon, Laurensia Barekina Henny Welsa Henny Welsa Heroe Soelistiawan Hutami, Lusia Tria Hatmanti Ian Febri IBN Udayana, IBN Ida Bagus Nyoman Udayana Idam, Gabriela Ilya Nafilah Intan Herdiana Larasati Intan Putri Kusuma Ismul Khobir Jehadut, Gratsia Yuni Kartika Jesi Kinanti, Marlita Diyah Wening Kusmaningrum, Nonik Kusnul Khotimah Kusuma Chandra Kirana Kusuma Chandra Kirana, Kusuma Chandra kusuma, nala tri Laili, Siti Nafisatul Latifuddin, Muhammad Irfan Latulinskey, Clariva Laurensia Aptik Evanjeli Leli Alfiani Lestari, Efa Suci Lestari, Firti Liando, Irwan Lianti, Desi Lintang Sukma Ningrum Londin, Dorce Marchiliya Lusia Tria Hatmanti Hutami Lusia Tria Hatmanti Hutami Lusia Tria Hatmanti Hutami Lusia Tria Hatmanti Hutami Lusia Tria Hatmanti Hutami Lusia Tria Hatmanti Hutami Maharani, Bernadetta Diansepti Mahastuti Mahastuti Nur Indahsari Mahastuti Nur Indahsari Makbul, Reza Sofian Marisa Elma Rosyadah Marsiana Numat Mar’atush Sholihah Maulida, Tasya Maulidya, Thasya Alwa Migueli, Imer Mizan Iskandar Mizan, Dwi Iskandar MuhammadHanafi, Muhammad Hanafi Muinah Fadhilah Muinah Fadhilah, Muinah Mujiatun, Mujiatun Muliawan, Muhammad Rendy Nala Tri Kusuma Ningrum , Nonik Kusuma Nonik Kusuma Ningrum Nugraha, Tommy Wiguna Nurchasanah, Devi Nurwijayanti Octavian, Pingky Octaviawati, Erika Hestiana Oky Suma Putra Pamukti, Manghesti Wahyu Jati Pangestu, Raka Pingky Octavian Pramudya, Ferry Agsta Prasetia, Rizky Edi Prasetyo, Haryanto Nur Pratama, Nico Prawita, Dika Prayekti Prayekti, Prayekti Putra Hana, Yogananda Enggara Putra, Oky Suma Putri Dwi Cahyani Putri Dwi Cahyani Putri Dwi Cahyani, Putri Dwi Putri, Yessi Anggraeni Rafida Siska Islamiyah Rahmawan, Willy Adimas Rendi Ajib Dhiastama Rismawati, Dewi Rizka Cahyani Hermawati Rosyadah, Marisa Elma Saidon, Hasnul Jamal Salsabela Eka Pancarini Saputri, Riska Saputri, Valda Regina Setiawan, Suryadi shalahuddin shalahuddin Siti Mariah Siti Mariah, Siti Solikhah, Puji Sopran, Cepi Sugiyarto Surono Sugiyarto Surono, Sugiyarto Suparyadi Suparyadi, Suparyadi Susanto, Moh. Rusnoto Suseno Sutiyati Sutiyati* Syahda, Herawindya Istibra Syamsul Hadi Syamsul Hadi Taqi Ardabilli, Muhammad Tjakrawiralaksana, Muhammad Farhan Tommy Wiguna Nugraha Topri Dwi Wacono Tria , Lusia Triyono Triyono Utami, Lusia Tria Hatmanti Virgian Tengara Jati Vivi Hastu Listyaningrum Wacono, Topri Dwi Wiwit Lestari Wiwit, Ilma Wulansari, Rika Yuli Sudarwanto Yusup, Ariska Maulana Zulfiah, Evi