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All Journal EkoBis ( Ekonomi & Bisnis ) Jurnal Ilmu Manajemen Jurnal Manajemen Terapan dan Keuangan JDM (Jurnal Dinamika Manajemen) Daya Saing : Jurnal Ilmu Manajemen Jurnal Mirai Management Jurnal Ilmiah Universitas Batanghari Jambi MANAJERIAL Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi EBSJ Jurnal Pendidikan Ekonomi (JURKAMI) JURNAL MANAJEMEN BISNIS MABIS: Manajemen dan Bisnis Magisma: Jurnal Ilmiah Ekonomi dan Bisnis International Journal of Economics, Business and Accounting Research (IJEBAR) International Journal of Economics Development Research (IJEDR) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah JIIP (Jurnal Ilmiah Ilmu Pendidikan) RESLAJ: RELIGION EDUCATION SOCIAL LAA ROIBA JOURNAL Journal of Management and Bussines (JOMB) Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Ideguru: Jurnal Karya Ilmiah Guru Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Jurnal Bingkai Ekonomi (JBE) Akuntansi Bisnis & Manajemen (ABM) Asian Management and Business Review JURNAL ILMIAH GLOBAL EDUCATION Jurnal Manajemen DIVERSIFIKASI Jurnal Ilmu Manajemen Advantage Jurnal Ilmu Manajemen Jurnal Teknologi dan Manajemen Industri Terapan Relevance: Journal of Management and Business Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal Research of Social Science, Economics, and Management Jurnal Edukasi dan Pengabdian kepada Masyarakat (JEPKM) Economics, Business, Accounting & Society Review Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) Jurnal Umum Pengabdian Masyarakat (JUPEMAS) Empowering Humanity Fokus Bisnis: Media Pengkajian Manajemen dan Akuntansi Asmara Balance: Jurnal Ekonomi
Muinah Fadhilah, Muinah
Politeknik Sawunggalih Aji Puworejo
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Journal : Jurnal Mirai Management

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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 Abdul Rokhim Agus Dwi Cahya Agus Setiawan, Eko Agustin, Lina Al Ahmadi, Wahid Hidayat Alika, Azza Putri Ambar Lukitaningsih Amin, Ahmad Muslich Amirullah, Malik Abd Karim Andika Andika Anggrasari, Yeni Dwi Anton Nugroho Arafah, Riqif Arief Prasetyo Arif Wahyu Setiawan, Arif Wahyu Arlana Hidayatullah, Aidil Ayu Larasati, Adelia Azizah, Rizka Nur Baiza, Ahmad Barus, Hendra Budianto Budi Setiawan Cahyati, Ratih Nur Cahyono, Harry Chandra Putry, Nur Anita Chasanah, Iswatun Dedek Susanto, Dedek Dewi, Siskana Dus Reis Doa, Ajita Da Silva Dwi Agus Nugroho Dyah Ari Susanti Erawati, Dian Fatmaningrum, Sakti Riana Fauzi , Fitriya Gilang Ramadhan, Oktavian Hadi , Syamsul Hatmanti Hutami, Lusia Tria Henny Welsa Heru Pratama, Yhoga Himmah, Tri Siswari Faiqotul Hutami, Lusia Tri Hatmanti Hutami, Lusia Tria Hatmanti IBN Udayana, IBN Ida Bagus Nyoman Udayana Kholifah, Laras Kirana Putri , Fuadhillah Kon, Iknasius Kurniasari, Riza Kurniawati, Melinda Kusuma Chandra Kirana, Kusuma Chandra Kusumaningrum, Nonik Larasati, Adelia Ayu Larasati, Rian Lestari, Efa Suci Lisa Rahmawati Luthfiana, Della Nanda Maharani, Bernadetta Dian Maharani, Bernadetta Dian Septi Maharani, Bernadetta Diansepti Miftakhur Rohmah, Miftakhur Nadia Nadia Nonik Kusuma Ningrum Noraini, Jesy Nur Anisa Nur Rokhman Nurgiyantoro, Edi Nurrohmah, Mutiah Nusantara, Aiza Duta Dwipa Oktaviani, Ayuni Permata, Aurel Priastyca Pramana, Fendy Aji Pratama, Alfian Pratama, Nico Pratiwi, Selly Anjar Priandewi, Made Maitri Pujiyani, Rohmah Purwani Sari, Putri Gesit Purwantoro, Nugroho Puspitaningrum, Sari Rahma Putri Dwi Cahyani, Putri Dwi Putri, Yessi Anggraeni Qayyum, Abdul Raditya, Adit Reni Suci Wahyuni Retno Utami, Retno Retno Wulandari Riskin Hidayat Sekartyasmara, Wulan Septyarini, Epsilandri Setiawan, Eko Agus Setiawan, Suryadi Setyawan, Didik Wahyu Supinardi, ,Bambang Susanto Susanto Syamsul Hadi Taqi Ardabilli, Muhammad Triono, Tomi Agus Uran, Alfonsus Vianey Nara Wijaya, Sananta Malde Wulandari, Destri Wulansari, Rika Yusup, Ariska Maulana Zulfiah, Evi