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All Journal Score: Jurnal Lentera Manajemen Pemasaran JIMEK
Dede Farida
Universitas Pelita Bangsa
Economics, Econometrics & Finance

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The Influence of Brand Ambassadors on Purchase Decisions: The Mediating Role of Electronic Word of Mouth and the Moderating Effect of Brand Image in the Indomie Market Dede Farida; Latifah Ayu Tiarani; Lita Aliyyusia; Septiana Dewi; Tiara Maharlica Puteri Amalia
Score: Jurnal Lentera Manajemen Pemasaran Vol. 3 No. 02 (2025): November 2025
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/lmp.v3i02.1138

Abstract

This study explores the influence of Brand Ambassadors on purchase decisions of Indomie products, with Electronic Word of Mouth (E-WOM) as a mediating variable and brand image as a moderating variable. The objective is to examine how Brand Ambassadors affect purchasing decisions both directly and indirectly through E-WOM, and to what extent brand image strengthens this relationship. A quantitative approach was employed, with data collected through questionnaires from 103 respondents and analyzed using SmartPLS 3 software. The results show that Brand Ambassadors have a significant influence on E-WOM, but not directly on purchase decisions , suggesting that digital word-of-mouth serves as a critical transmission channel through which endorsement effects are converted into consumer action. However, E-WOM and brand image significantly mediate and moderate the relationship, demonstrating that consumer-generated digital interactions and brand perceptions jointly shape purchasing behavior in high-frequency consumption markets. In conclusion, E-WOM strengthens the influence of Brand Ambassadors on purchase decisions, and brand image reinforces this relationship, highlighting the importance of an integrated digital marketing strategy while also contributing to digital marketing and consumer behavior theory by clarifying the indirect and conditional pathways through which endorsement influences operate in FMCG settings.
Pengaruh Digital Marketing Development dan Etika Bisnis terhadap Competitive Advantage pada UMKM di Cikarang Latifah Ayu Tiarani; Wita Supira; Arum Nur Fadillah; Dede Farida; Fitri Sri Khairunnisa; Retno Purwani Setyaningrum
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 5 No. 2 (2025): Juli : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v5i2.6348

Abstract

This study explains the impact of digital marketing growth and business ethics on the competitive advantage of Micro, Small, and Medium Enterprises (MSMEs) in Cikarang. MSMEs have competed intensively in this digital era, so it is important to use innovative digital marketing and uphold business ethics to gain customer trust. However, most MSMEs in Cikarang still find it difficult to implement effective digital marketing strategies and business ethics in their daily operations, resulting in low competitive advantage. In the real world, this study uses a quantitative approach by distributing questionnaires to 60 MSME actors in Cikarang. The results show that the development of digital marketing and business ethics simultaneously have a significant influence on the competitive advantage of MSMEs. Although the role of digital marketing is significant, business ethics has a greater influence in shaping the competitive advantage of MSMEs in Cikarang. This means that MSMEs in Cikarang not only need to develop digital marketing, but also must prioritize business ethics to achieve sustainable competitive advantage..
Co-Authors Arum Nur Fadillah Fitri Sri Khairunnisa Latifah Ayu Tiarani Lita Aliyyusia Retno Purwani Setyaningrum Septiana Dewi Tiara Maharlica Puteri Amalia Wita Supira