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All Journal Dinasti International Journal of Economics, Finance & Accounting (DIJEFA)
Firdiena, R. Viera Raina
Unknown Affiliation
Economics, Econometrics & Finance

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Analysis of Stray Kids Brand Ambassadors on Purchase Decisions with Brand Awareness as a Mediating Variable Firdiena, R. Viera Raina; Komariah, Kokom; Mulia Z, Faizal
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 4 (2025): Dinasti International Journal of Economics, Finance & Accounting (September - O
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i4.5100

Abstract

This study aims to analyze the impact of Brand Ambassadors on purchasing decisions for Ultra Milk UHT milk products with Brand Awareness as a mediating variable. The focus of this study is Ultra Milk consumers in Sukabumi City using quantitative approach and descriptive-verification method. Data were obtained from 200 respondents selected through purposive sampling technique and analyzed using AMOS 29 software. The results of data processing show that brand ambassadors have a significant effect on brand awareness (C.R = 4.282 > 1.65 with p-value = 0.000 < 0.05). Furthermore, brand ambassadors have a significant effect on purchase decisions (C.R = 2.977> 1.65 with a p-value = 0.003 <0.05). Then, brand awareness has a significant effect on purchase decisions (C.R = 5.412 > 1.65 with a p-value = 0.000 < 0.05). In addition, brand awareness acts as an effective mediator in the relationship between brand ambassadors and purchase decisions (sobel test = 3.338> 1.65 with p-value= 0.000< 0.05). Thus, brand awareness is able to bridge the influence of brand ambassadors on purchase decisions among Ultra Milk consumers in Sukabumi City.
Analysis of Stray Kids Brand Ambassadors on Purchase Decisions with Brand Awareness as a Mediating Variable Firdiena, R. Viera Raina; Komariah, Kokom; Mulia Z, Faizal
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 4 (2025): Dinasti International Journal of Economics, Finance & Accounting (September - O
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i4.5100

Abstract

This study aims to analyze the impact of Brand Ambassadors on purchasing decisions for Ultra Milk UHT milk products with Brand Awareness as a mediating variable. The focus of this study is Ultra Milk consumers in Sukabumi City using quantitative approach and descriptive-verification method. Data were obtained from 200 respondents selected through purposive sampling technique and analyzed using AMOS 29 software. The results of data processing show that brand ambassadors have a significant effect on brand awareness (C.R = 4.282 > 1.65 with p-value = 0.000 < 0.05). Furthermore, brand ambassadors have a significant effect on purchase decisions (C.R = 2.977> 1.65 with a p-value = 0.003 <0.05). Then, brand awareness has a significant effect on purchase decisions (C.R = 5.412 > 1.65 with a p-value = 0.000 < 0.05). In addition, brand awareness acts as an effective mediator in the relationship between brand ambassadors and purchase decisions (sobel test = 3.338> 1.65 with p-value= 0.000< 0.05). Thus, brand awareness is able to bridge the influence of brand ambassadors on purchase decisions among Ultra Milk consumers in Sukabumi City.
Co-Authors Faizal Mulia Z Kokom Komariah