Article Per Year (5 Year)
p-Index From 2020 - 2025
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This Author published in this journals
All Journal Journal of Artificial Intelligence and Digital Business
Yusuf, Bintang Akbar
Unknown Affiliation
Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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Influence of Brand Ambassador Against Purchase Interest with Event Marketing as Intervening Variable Yusuf, Bintang Akbar; Armiati, Reni; Sunarno, Sunarno
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.1526

Abstract

This study aims to analyze the influence of the use of brand ambassador on purchasing interest with event marketing as a intervening variable. The method used is the quantitative method (explanatory research). The population in this study were visitors event “Wave Here On 2024” who follow the Instagram accounts @mychitato and @indomilkyourway. Meanwhile, the sample of this study was 100 respondents with the technique purposive sampling. The results of this study indicate that event marketing able to mediate the influence of Seventeen as brand ambassador on purchasing interest in Indomilk and Chitato products. This explains that the ability of the variable brand ambassador (X) and event marketing (Z) in influencing the purchase interest variable (Y) by 53.8%. While the remaining 46.2% of the purchase interest variable (Y) is influenced by other variables not discussed in this study.
Co-Authors Armiati, Reni Sunarno Sunarno