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All Journal MBR (Management and Business Review)
Naumi, Mimi
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Economics, Econometrics & Finance Social Sciences

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Peran brand image sebagai mediasi pengaruh brand ambassador dan social media marketing terhadap minat beli produk Naumi, Mimi; Hidayat, Candra Wahyu; Sarwoko, Endi
MBR (Management and Business Review) Vol 7 No 2 (2023): Desember
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Kanjuruhan Malang, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21067/mbr.v7i2.9044

Abstract

This research aims to examine the influence of brand ambassadors and social media marketing on purchasing intention and examine the mediating role of brand image on the influence of brand ambassadors and social media marketing on purchasing intention. Using accidental sampling technique, 112 respondents were selected to fill out the questionnaire, the data was analyzed using path analysis. Research reveals that social media marketing and brand ambassadors have been proven to have a positive influence on purchasing intention both directly and mediated by brand image.
Co-Authors Endi Sarwoko Hidayat, Candra Wahyu