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All Journal International Journal of Application on Economics and Business
Lee, Patricia Claresta
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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USING BRAND IMAGE AS A MEDIATOR, THE INFLUENCE OF SOCIAL MEDIA MARKETING AND BRAND AMBASSADORS ON FLIMY'S INTENTION TO BUY Lee, Patricia Claresta; Saktiana, Galuh Mira
International Journal of Application on Economics and Business Vol. 3 No. 2 (2025): May 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i2.781-793

Abstract

In the era of globalization, it has had many impacts on human life and the world. For that, it is not only technology that brings changes to people today, but there are still many other things that are considered, such as one of them is appearance. An ideal body is everyone's dream, not only women who crave an ideal shape and weight, men certainly want to have an ideal shape and weight by consuming fiber drink products. From this research, there is a research objective, namely to test the influence of brand ambassador variables, social media marketing variables on the variable of interest in purchasing Flimty Fiber beverage products in DKI Jakarta which is mediated by brand image. The sample consisted of 200 respondents. The research data was processed using SmartPLS version 4.0.9.9. Brand ambassadors, social media marketing, and brand image certainly have a positive and significant effect on purchasing interest in flimty fiber beverage products in DKI Jakarta. The research written here is expected to help fiber beverage companies in increasing purchasing interest even more.
Co-Authors Saktiana, Galuh Mira