Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita
Annung Purwati
Institut Teknologi dan Bisnis Asia Malang, Indonesia
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Brand Ambassador Dan Brand Image Terhadap Minat Beli Yang Berdampak Pada Keputusan Pembelian Annung Purwati; Mega Mirasaputri Cahyanti
IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita Vol 11 No 1 (2022): IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita - June
Publisher : LPPM ISNJ Bengkalis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46367/iqtishaduna.v11i1.526

Abstract

This research aims to show the influence of brand ambassadors and brand image on buying interest and their impact on purchasing decisions. This study uses a quantitative approach. The research population is Scarlett consumers, whose total is not known with certainty. Sampling using purposive sampling technique and obtained 73 samples. The data analysis technique uses path analysis. The results showed that the brand ambassador did not affect buying interest. The brand image has a positive and significant influence on buying interest. The purchase intention has a positive and significant effect on purchasing decisions. The brand ambassador has a positive and significant effect on purchasing decisions. The brand image has no significant effect on purchasing decisions. The purchase intention cannot mediate the relationship between brand ambassadors and purchase decisions. The purchase intention can mediate the relationship between brand image and purchasing decisions. Companies can use this research in deciding policies and formulating strategies for maintaining a good brand image from consumer perceptions and using brand ambassadors to promote products.
Co-Authors Mega Mirasaputri Cahyanti