Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Community Engagement and Emergence Journal (CEEJ)
Putra, Rheznandya Aranda
Unknown Affiliation
Humanities Economics, Econometrics & Finance Education Environmental Science Health Professions

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Effect of Brand Ambassador and Electronic Word of Mouth on The Purchase Decision of Erigo Apparel Products With Brand Image As An Intervening Variable Putra, Rheznandya Aranda; Edy Purwo Saputro
Community Engagement and Emergence Journal (CEEJ) Vol. 6 No. 1 (2025): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v6i1.7507

Abstract

This study examines the impact of brand ambassador and electronic word of mouth (E-WOM) on the purchase decision of Erigo Apparel products, with brand image as an intervening variable. A quantitative research approach was used, where primary data was collected through questionnaires distributed to 100 students in Surakarta. The study utilized purposive sampling and employed a five-point Likert scale to measure the responses. The data was analyzed using SPSS Statistics 22, including classical assumption tests, multiple linear regression, and hypothesis testing with the F test and t test. The findings indicate that brand ambassador has a negative but insignificant effect on purchase decisions, while E-WOM has a positive and significant influence. Brand image was found to have a negative but insignificant effect. The study suggests that future research should explore additional variables and larger sample sizes for more comprehensive insights into factors affecting purchase decisions.
Co-Authors Edy Purwo Saputro