Pengaruh Brand Ambassador, Brand Image dan Electronic Word of Mouth terhadap Minat Beli Produk Erigo Apparel - Octavina Chalwa Adaby; Nurhadi Nurhadi (FORBISWIRA FORUM BISNIS DAN KEWIRAUSAHAAN - SINTA 4, 2022)
Abstract: This study aims to analyze the effect of Brand Ambassador and Brand Image on Purchase intention with Electronic Word of Mouth as a moderate variable. The sample used in this study were 100 respondents using purposive sampling technique. Data analysis using multiple linier regression with Moderated Regression Analysis which is processed by SPSS software application.The result of the analysis show that simultaneously all variables have a positive and significant effect on Purchase Intention. Brand Ambassador and Brand Image have a positive and significant effect on Erigo Apparel Purchase Intention. The result of the MRA test prove that Electronic Word of Mouth does not moderate the effect of Brand Ambassador on Purchase Intention and it does not moderate the effect of Brand Image on Purchase Intention. Keywords: Brand Ambassador, Brand Image, Electronic Word of Mouth, Purchase Intention Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh Brand Ambassador dan Brand Image terhadap Minat Beli dengan Electronic Word of Mouth sebagai variabel moderasi. Sampel yang digunakan pada penelitian ini sebanyak 100 responden dengan menggunakan teknik purposive sampling. Analisis data menggunakan regresi linier berganda dengan Moderated Regression Analysis menggunakan perangkat lunak SPSS. Hasil penelitian menujukkan bahwa secara simultan seluruh variabel berpengaruh positif dan signifikan terhadap Minat Beli. Brand Ambassador dan Brand Image berpengaruh positif dan signifikan terhadap Minat Beli Produk Erigo Apparel. Hasil uji MRA membuktikan bahwa Electronic Word of Mouth tidak memoderasi pengaruh Brand Ambassador terhadap Minat Beli dan tidak memoderasi pengaruh Brand Image terhadap Minat Beli. Kata kunci: Brand Ambassador, Brand Image, Electronic Word of Mouth, Minat Beli