Analisis Brand Ambassador dan Brand Image terhadap Minat Beli pada Smartphone di Kota Sukabumi (Survey Kepada Masyarakat yang Belum Menggunakan Iphone di Kota Sukabumi)

Riki Subagja (Fakultas Ilmu Sosial, Universitas Muhammadiyah Sukabumi)
Asep Muhammad Ramdan (Fakultas Ilmu Sosial, Universitas Muhammadiyah Sukabumi)
Faizal Mulia Z (Fakultas Ilmu Sosial, Universitas Muhammadiyah Sukabumi)

EKONOMIS : Journal of Economics and Business
Vol 10, No 2 (2026): September

The purpose of this study was to examine how brand ambassadors and brand image influence the purchase intention of individuals who currently do not own an iPhone in Sukabumi City. This study used a quantitative approach with descriptive methods. Information was collected using a survey. This study focused on individuals who do not use an iPhone in Sukabumi City. This study used probability sampling to select 165 participants, the number of which was determined based on the theory of Hair et al. (2022), namely multiplying the number of indicators by 5. Data analysis used multiple linear regression using SPSS 30 software. The research findings indicate that Brand Ambassadors and Brand Image have a strong and positive influence on consumer interest in purchasing products. The analysis of the Coefficient of Determination shows that some of the variance in Purchase Intention can be accounted for by these two independent variables, although there are other factors not considered in this study.