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All Journal Jurnal Akuntansi dan Pajak International Journal of Artificial Intelligence Research Jurnal Noken: Ilmu-Ilmu Sosial Abdimas Dewantara Jurnal Ekonomi Efektif Abdimas: Papua Journal Of Community Service Jurnal Valuasi : Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan Jurnal Pengabdian Masyarakat (ABDIRA) juremi: jurnal riset ekonomi Jurnal Tadbir Peradaban Jurnal Pengabdian Teratai Jurnal Dehasen Untuk Negeri Jurnal Pengabdian Mandiri Lensa Ilmiah: Jurnal Manajemen dan Sumberdaya Transformasi: Journal of Economics and Business Management Kalianda Halok Gagas Jurnal PERKUSI: Pemasaran, Keuangan dan Sumber Daya Manusia Mount Hope Global Economic Journal IIJSE Journal of Management and Innovation Entrepreneurship (JMIE) Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Inovasi Bisnis Manajemen dan Akuntansi RESLAJ: Religion Education Social Laa Roiba Journal JUAN: Jurnal Pengabdian Nusantara JUTRIANCE
Wijiastuti, Retno Dewi
Fakultas Ekonomi, Universitas Muhammadiyah Sorong, Indonesia
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Nursing Public Health Social Sciences Other

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Journal : RESLAJ: Religion Education Social Laa Roiba Journal

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The Influence of Brand Ambassador on Brand Image with Online Customer Review as Moderation Variable Nurhikmah; Retno Dewi Wijiastuti; Muhammad Hasan Lubis; Sriwanti Belani; Rini Hadiyati
Reslaj: Religion Education Social Laa Roiba Journal Vol. 7 No. 5 (2025): RESLAJ: Religion Education Social Laa Roiba Journal
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v7i5.8118

Abstract

This research is a quantitative study with an explanatory approach, namely an approach that relies on the four studies mentioned above as the main material to be studied so as to produce novelty and new hypotheses that are slightly different from previous studies. The data used in this study are primary data that researchers obtained from Hokben employees spread throughout Indonesia. The data obtained were analyzed using the smart PLS 4.0 analysis tool. The conclusion in this article show that all hypotheses used in this study, both the first and second, can be accepted and proven. The first hypothesis in this study is that the Brand Ambassador variable can have a positive relationship and a significant influence on Brand Image. This hypothesis can be accepted because the P-Values ​​are positive and below the significance level of 0.05, namely 0.007. These results indicate that the better the Brand Ambassador used by a company in marketing its products, the better the company's Brand Image will be. The second hypothesis used in this study is that the Online Customer Review variable can moderate the influence of the Brand Ambassador variable on the Brand Image variable. From the results of the third table above, it can be shown that the hypothesis can be accepted because the P-Values ​​are positive and are below the significance level of 0.05, namely 0.000, which is more significant than direct testing of 0.007. Thus, it can be concluded that the first and second hypotheses in this study can be accepted and proven
Co-Authors A. Asrijal Addiyat Nova Ahamd Jamil Ahmad Jamil Amanupunyo, Ditha Vanneza Andi Uslaifatul Azizah Andjar, Febri Jein Andjar, Febry Jein Arfandi Arfandi, Arfandi Asmirayanti Asmirayanti Ayu Nilam Sari Barahama, Theresia Bekti Wiji Lestari Candika Ramadhona Digor Mufti Eka Nur Fadhilah Febriyanti Evi Ardita Sari Evi Mufrihah Zain Fadia Frisayanti Hariyanto, Galuh Hesty Putriana I Gusti Ayu Arista Nada Dewi Inayah, Nahda Indriyani Hamzah Jamil, Ahmad Jasiyah, Rabiyatul Jondeway Andi Hasan Latifah Dian Iriani, Latifah Dian Lewenussa, Ramli Lindiani, Tunik M. Zein Asrori Taufik Mas Bria, Yohanes Helfianus Melisa Melisa Muhammad Ali MUHAMMAD ALI Muhammad Hasan Lubis Nahda Inayah Nidya Cantika Nova, Addiyat Nur Aeni Waly Nur Aeni Waly Nurhani Nurhani Nurhikmah Nurul Hidayah Pala’biran, Junaeta Prihandoko, Nugroho Dwi Prihandoko, Nurgroho Dwi Rahayu, Agilistya Rawi, Rais Dera Pua Rieneke Ryke Kalalo Rimar, Dina Zahra Rini Hadiyati Sari, Evi Ardita Sari, Rosita Firda Siti Aisyah Sofia, Susetyowati Sriwanti Belani Syah, Muhammad Fikrian Syam, Yusrial Tunik Lindiani Wally, Sarmila Wangsi, Mitta Muthia Wardani, Elsya Aulia Wisang Candra Bintari Yohanes Helfianus Mas Bria Yusrial Syam