The Role of Brand Image in Mediating the Effect of Brand Ambassador on Purchase Decision of Somethinc Products in Denpasar City

Ni Nyoman Mirah Sri Gandari; Ni Ketut Seminari

doi:10.55927/ajma.v3i3.10031

Authors

Ni Nyoman Mirah Sri Gandari Faculty of Economics and Business, Udayana University
Ni Ketut Seminari Faculty of Economics and Business, Udayana University

DOI:

https://doi.org/10.55927/ajma.v3i3.10031

Keywords:

Brand Ambassador, Brand Image, Purchase Decision

Abstract

The purpose of this study is to examine how the brand image of Somethinc products influences consumers' decisions to buy. Purposive sampling was used in this study, which had 120 respondents and was conducted in Denpasar. Questionnaires were distributed in order to collect data. Path analysis and the Sobel test were then used for analysis. According to the findings, brand ambassadors have a positive and significant impact on decisions about what to buy, and brand image also has a positive and significant impact on decisions about what to buy. Brand image also partially mediates the influence of brand ambassadors on decisions about what to buy. The research's consequences can serve as a reference and reinforce earlier findings.

Downloads

Download data is not yet available.

References

Arianty, N., & Andira, A. (2021). Pengaruh brand image dan brand awareness terhadap keputusan pembelian. MANEGGIO: Jurnal Ilmiah Magister Manajemen, 4 (1), 39-50. Retrieved from https://jurnal.umsu.ac.id/index.php/MANEGGIO/article/view/6766/5413

Ashariyanti, Y., & Norhabibah, F. (2023). Pengaruh Brand Ambassador K-POP dan Citra Merek Lokal Terhadap Keputusan Pembelian Skincare Merek Whitelab di Indonesia. The Commercium, 7 (3), 129-138. Retrieved from https://ejournal.unesa.ac.id/index.php/Commercium/article/view/57521/45143

Dewi, L.G., Edyanto, N., & Siagian, H. (2020). The Effect of Brand Ambassador, Brand Image, and Brand Awareness on Purchase Decision of Pantene Shampoo in Surabaya, Indonesia. SHS Web of Conferences, 76, 1-10. Retrieved from https://www.shs-conferences.org/articles/shsconf/pdf/2020/04/shsconf_icsh2020_01023.pdf

Hijra. (2022). Pengaruh Korean Wave dan Brand Ambassador Terhadap Keputusan Pembelian (Survei pada Konsumen Scarlett di Makassar). Jurnal Manajemen dan Ekonomi Bisnis, 2 (4), 01-15. Retrieved from https://prin.or.id/index.php/cemerlang/article/view/407/442

Januar, A.F. & Karneli, O. (2016). Pengaruh Citra Merek Dan Kepercayaan Merek Terhadap Loyalitas Konsumen (Studi Kasus Pada Koran Harian PT. Riau Pos Intermedia Pekanbaru). Jurnal Online Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau, 3 (2), 1-11. Retrieved from https://www.neliti.com/id/publications/130168/

Korompis, J.G., Tumbuan, W.J.F.A., & Tumewu, F.J. (2022). The Influence of Brand Ambassador and Brand Image on E-Commerce Purchase Decision at Tokopedia Marketplace (Study on Millennial and Generation Z in Manado). Jurnal EMBA, 10 (4), 903-911.

Kotler, P., & Keller, K. L. (2016). Marketing Management. England: Pearson Education Limited.

Lea-Greenwood, G. (2012). Fashion Marketing Communications Ebook. Somerset, NJ, USA: Wiley.

Lestari, A.T., & Cahya, S.B. (2023). Pengaruh Brand Ambassador Korea Lee Minho, Kualitas Produk, dan Persepsi Harga Terhadap Keputusan Pembelian Sunscreen Azarine (Studi Pada Mahasiswa Aktif Fakultas Ekonomika dan Bisnis Unesa). Jurnal Pendidikan Tata Niaga (JPTN), 11 (2), 2337-6708. Retrieved from https://ejournal.unesa.ac.id/index.php/jptn/article/view/54644/43762

Melzica, N.P.D.F., & Wardana, I.M. (2022). Peran Brand Image Memediasi Pengaruh Celebrity Endorser Terhadap Repurchase Intention. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 11 (09), 1084-1092. Retrieved from https://ojs.unud.ac.id/index.php/EEB/article/view/85837

Mudzakir, F. (2018). The Influence of Brand Ambassador Usage Toward Brand Image of Oppo. Jurnal Politeknik Negeri Bandung, vol. 3, 648-655. Retrieved from https://jurnal.polban.ac.id/proceeding/article/view/1109

Pratiwi, N.P.J., & Rastini, N.M. (2023). Peran Brand Image Memediasi Pengaruh Celebrity Endorser dan Electronic Word of Mouth terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 12 (10), 1036- 1056. Retrieved from https://ojs.unud.ac.id/index.php/manajemen/article/view/103246

Putra, M.I., Suharyono, & Abdillah, Y. (2014). Pengaruh Brand Ambassador Terhadap Brand Image Serta Dampaknya Terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis, 12 (1), 1-10. Retrieved from https://media.neliti.com/media/publications/83211-ID-pengaruh-brand-ambassador-terhadap-brand.pdf

Rahmadani, C.A. (2019). Pengaruh Brand Image Service Quality dan Trust Terhadap Kepuasan Pelanggan dan Loyalitas Nasabah BANK BRI Yogyakarta. Tesis. Universitas Islam Indonesia.

Rahmawati, R., Jatmiko, R.D., & Sa’diyah, C. (2022). The Effect of Brand Ambassador, Website Quality, and E-WOM on Purchase Decision in Shopee E-commerce. Jurnal Manajemen, Koperasi, dan Entrepeneurship, 12 (1), 218-233.

Situmorang, S.B., & Herdiansyah, H., (2022). Brand Ambassadors' Influence on Brand Image and Consumer Purchasing Decisions. Jurnal Ilmu Komunikasi, 5 (1), 64-80.

Sri Hartati., Lubis, J., & Fauziah Hanum. (2022). The Influence of Brand Ambassador on Purchasing Decisions for Wardah Products with Brand Image as An Intervening Variable at Indomaret Sigambal. Quantitative Economics and Management Studies (QEMS), 3 (3), 435-439. Retrieved from https://qemsjournal.org/index.php/qems/article/view/993/639

Sunyoto, D., & Saksono, Y. (2022). Perilaku Konsumen. Purbalingga: Eureka Media Aksara.

Ukmindonesia.id. (2022). Peluang Pasar: Produk Kecantikan dan Perawatan. https://ukmindonesia.id/baca-deskripsi-posts/peluang-pasar-produk-kecantikan-dan-perawatan/

Umbola, F., Mawuntu, P., & Potolau, M., (2019). The Influence of Brand Image and Price Perception on Purchase Decision. Jurnal Entrepreneur dan Entrepreneurship, 8 (2), 51-56. Retrieved from https://doi.org/10.37715/jee.v8i2.1120

Uribe, R., Buzeta, C., Manzur, E., & Celis, M. (2022). Celebrity Endorsement Using Different Types of New Media and Advertising Formats. Revista Latinoamericana de Administration, 35 (3), pp. 281-302. Retrieved from https://www.neliti.com/id/publications/253383/

Wijaya, S.N.C. (2020). Pengaruh Celebrity Endorsement Terhadap Keputusan Pembelian Melalui Brand Image Pada Produk Sportswear Merek Under Armour. Jurnal Agora, 8 (2).

Windyastari, N.Y., & Sulistyawati, E. (2018). Peran Brand Image Memediasi Pengaruh Kredibilitas Celebrity Endorser Terhadap Niat Beli. E-Jurnal Manajemen Univrsitas Udayana, 7 (12), hal. 6932-6960. Retrieved from https://www.neliti.com/id/publications/399741/