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Sumarni, Teti
Politeknik LP3I Bandung
Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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From Field to Consumer, The Effect of Indonesian National Team Player Brand Ambassadors on Le Minerale Purchases Sumarni, Teti

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Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joe.v6i4.8405

Abstract

As changes in modern lifestyles increase the demand for quality products, the bottled drinking water (AMDK) market is experiencing rapid growth, with the global value reaching USD 10.24 billion by 2022. In contrast, the use of bottled water causes other environmental problems, especially plastic waste, which is a major concern for consumers. This study found that there is a lack of understanding of the influence of Le Minerale brand ambassadors, especially Indonesian national team players, on their decision to purchase the goods. This study used a quantitative approach by collecting primary data through questionnaires specific to the Indonesian population who may purchase the product. The results showed that the selected brand ambassadors significantly influenced consumers' decision to purchase the item, with their attractiveness and credibility increasing consumers' interest in purchasing the item. In addition, the emotional connection built between brand ambassadors and customers increases brand loyalty. This study shows that the proper selection of brand ambassadors in a marketing strategy is essential for enhancing brand image and attracting consumer attention
Co-Authors AA Sudharmawan, AA Agie Nurmansyah Andina Dwijayanti Arief Yanto Rukmana Budi Harto Budi Harto Budi Harto Budi Harto Gustini, Leili Kurnia Hana Rengganawati Harnavela Sofyan Harto*, Budi Komalasari, Rita Kusumah, Armando Linda Daniati Melinda Ning Wahyuni Panji Pramuditha Parlina, Lina Rita Purwaningsih Santi Widyawati Sheni Romdiah Wahyuni, Ning