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All Journal Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Jurnal Manajemen Strategi dan Aplikasi Bisnis SERAMBI: Jurnal Ekonomi Manajemen dan Bisnis Islam Jurnal STEI Ekonomi Jurnal Akuntansi dan Manajemen Oikonomia: Jurnal Manajemen International Journal of Management Science and Information Technology (IJMSIT) JAMBIS : Jurnal Administrasi Bisnis
Hanuna Shafariah, Hanuna
Unknown Affiliation
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Bagaimana Brand Love Memperkuat Peran Brand Ambassador dalam Mendorong Niat Beli Fashion Gen Z Gofur, Abdul; Shafariah, Hanuna
Jurnal STEI Ekonomi Vol. 35 No. 1 (2026)
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36406/jemi.v35i1.337

Abstract

This study investigates the interplay between Brand Love and Brand Ambassador in influencing the Purchase Intention of Generation Z consumers for global fashion products in Indonesia. Utilizing a quantitative survey design, data were collected from Generation Z consumers in Jakarta who had purchased products from major global fashion brands. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that Brand Ambassador significantly and positively affects Purchase Intention, establishing its direct role as a marketing stimulus. In contrast, Brand Love does not show a direct and significant influence on Purchase Intention when considered alongside the brand ambassador’s impact. Crucially, the analysis reveals that Brand Love acts as a significant moderator in the relationship between Brand Ambassador and Purchase Intention. The moderation effect confirms that Brand Love weakens this positive relationship. This suggests that for highly attached consumers, the influence of an external endorser becomes less pronounced. This research contributes to the Stimulus-Organism-Response (SOR) theory by positioning Brand Love as a contingency variable that affects the effectiveness of external stimuli on consumer behavior. 
Co-Authors Abdul Gofur Agoestyowati, Redjeki Akmil Asril Edison Edison Rio Mattajang, Rio Setiani, Indah