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All Journal Jurnal Penelitian Teori & Terapan Akuntansi (PETA) Bulletin of Management and Business Journal of Educational Management Research Jurnal Ekonomi Kreatif Indonesia Journal of Management Research and Studies
Gunarianto
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Journal : Journal of Educational Management Research

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The Influence of Brand Ambassador, Tagline, and Outlet Location on Purchase Decisions: The Mediating Role of Brand Image Gunarianto; Rachmawati, Ike Kusdyah; Handoko , Yunus
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1851

Abstract

This study examines the influence of brand ambassador, tagline, and outlet location on purchase decisions, with brand image as a mediating variable, using Malang Strudel as a tourism-based retail case. A quantitative explanatory design was employed using purposive sampling of consumers who had purchased Malang Strudel within the last six months and had prior exposure to brand promotions. Data were collected through structured questionnaires across six outlet clusters and analyzed using PLS-SEM (SmartPLS 4). The results indicate that brand ambassador (β = 0.611), tagline (β = 0.396), and outlet location (β = 0.336) significantly influence brand image. Brand image strongly affects purchase decisions (β = 0.472) and serves as a key mediating mechanism, with the strongest indirect effect observed in the brand ambassador pathway (β = 0.289). While brand ambassador and tagline retain significant direct effects on purchase decisions, outlet location exhibits only a marginal direct influence. These findings underscore the central role of brand image as a perceptual bridge that transforms communication cues into consumer behavior. The study extends brand equity theory by demonstrating that brand image functions as the primary conversion mechanism between symbolic branding cues and purchase decisions in tourism-based retail contexts.
Co-Authors Ana Sopanah, Ana Dettha Restya Utami Dita Alia Farah Handoko , Yunus Ike Kusdyah Rachmawati INDAH DEWI NURHAYATI Khojanah Hasan Rizky Aditya Dwi Prakoso Pudjiharto Sari, Putri Fadilah Sulistiyana, Eka Survial