Pengaruh Ambassador Characteristics, Store Design, Dan Electronic Word of Mouth Terhadap Brand Image - Lavennia, Shella; Handrito, Radityo Putro (Fakultas Ekonomi dan Bisnis Universitas Brawijaya, 2024)
The goal of this quantitative explanatory research is to identify the effects of ambassador characteristics, store design, and electronic word-of-mouth on the brand image of affordable luxury brands. Using non-probability sampling method and purposive sampling technique, 340 people with the minimum age of eighteen years who know about brands considered as affordable luxury ones, who have visited the store of those brands during the last one year, and who have accessed information about those brands via social media were selected as the respondents. The data analysis was conducted in SPSS 25 by applying multiple linear regression. This study finds that (1) ambassador characteristics positively and significantly influence brand image, (2) that store design has no effect on the brand image, and that (3) electronic word-of-mouth positively and significantly influences the brand image. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh ambassador characteristics, store design, dan electronic word of mouth terhadap brand image affordable luxury brands. Penelitian ini menggunakan jenis penelitian eksplanatori dengan metode kuantitatif. Teknik sampling yang digunakan adalah non-probability sampling dengan metode purposive kepada 340 responden. Karakteristik dari responden penelitian merupakan generasi milenial dan generasi z dengan usia minimal 18 tahun yang mengetahui merek-merek yang termasuk ke dalam affordable luxury, pernah mengunjungi toko dari merek affordable luxury dalam kurun waktu satu tahun terakhir, dan pernah mengakses informasi mengenai merek affordable luxury melalui media sosial. Penelitian ini menggunakan software SPSS 25 dengan melakukan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa (1) variabel ambassador characteristics berpengaruh positif dan signifikan terhadap brand image, (2) variabel store design tidak berpengaruh terhadap brand image, dan (3) variabel electronic word of mouth berpengaruh positif dan signifikan terhadap brand image.