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All Journal Score: Jurnal Lentera Manajemen Pemasaran
Amalia, Tiara Maharlica Puteri
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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 Farida, Dede; Tiarani, Latifah Ayu; Aliyyusia, Lita; Dewi, Septiana; Amalia, Tiara Maharlica Puteri
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.
Co-Authors Aliyyusia, Lita Farida, Dede Tiarani, Latifah Ayu