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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Ayu Wulandari
Fakultas Ekonomi Universitas Parahyangan, Bandung
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Brand Ambassador, e-WOM Quality dan Sender’s Expertise terhadap Purchase Intention: Studi Kasus pada New Honda BR-V N7X Edition di PT Honda Prospect Motor Ayu Wulandari; Istiharini
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 7 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i7.8464

Abstract

This study aims to analyze the influence of Brand Ambassador, electronic Word of Mouth (e-WOM) quality, and sender’s expertise on consumer purchase intention toward the New Honda BR-V N7X Edition. A quantitative approach was employed using a survey method, with data collected from 99 respondents who were exposed to PT Honda Prospect Motor's digital marketing campaign. The results of multiple linear regression analysis indicate that all three independent variables simultaneously have a significant effect on consumer purchase intention, with sender’s expertise being the most dominant factor. These findings provide strategic implications for companies in optimizing influencer-based digital marketing strategies.
Co-Authors Istiharini