Synergistic Impact of Brand Experience, Trust, and Brand Ambassadors on Purchasing Decisions

Authors

  • Endang Siswati Bhayangkara University Surabaya
  • Diana Rapitasari Bhayangkara University Surabaya

DOI:

https://doi.org/10.55927/ministal.v4i1.13363

Keywords:

Brand Experience, Brand Trust, Brand Ambassador, consumer purchase decisions

Abstract

This research is a quantitative study aimed at testing and analyzing whether brand experience, brand trust, and brand ambassador influence consumer purchase decisions of products. The sample in this study consisted of 100 people, and the respondents were domestic consumers of Artistica Jewelry. The research results show that brand ambassador, brand trust, and brand experience have a significant influence on purchasing decisions. Among these three variables, brand trust is the dominant variable affecting purchasing decisions at Artistica Jewelry. The company must maintain consumer trust in product quality and service, as well as brand consistency, in the hope of generating word-of-mouth sales. Consumer trust develops because of the belief that the company will act in accordance with their needs and expectations.

Downloads

Download data is not yet available.

References

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.

Brestilliani, L., & Suhermin, S. (2020). Pengaruh brand awareness, brand ambassador, dan harga terhadap keputusan pembelian online pada marketplace shopee (studi pada mahasiswa stiesia). Jurnal Ilmu Dan Riset Manajemen (JIRM), 9(2).

Fasha, A. F., Robi, M. R., & Windasari, S. (2022). Determinasi keputusan pembelian melalui minat beli: brand ambassador dan brand image (literature review manajemen pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 30–42.

Firmansyah, M. A., & Se, M. (2019). Buku pemasaran produk dan merek. Buku Pemasaran Produk Dan Merek, August, 336.

Gumilang, P. B., Listyorini, S., & Ngatno, N. (2022). Pengaruh Perceived Quality Dan Brand Experience Terhadap Keputusan Pembelian Motor Yamaha Mio (Studi Pada Yamaha Flagship Shop (FSS) Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 11(3), 420–432.

Irawanti, G. (2024). PENGARUH BRAND IMAGE, BRAND EXPERIENCE DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING PADA PRODUK KECANTIKAN. Profit: Jurnal Penerapan Ilmu Manajemen Dan Kewirausahaan, 9(2), 182–192.

Kotler, P., & Keller, K. L. (2016). Marketing Managemen (15 th). Edition. Pearson Education. Inc.

Kotler, P., & Kevin, L. (2009). Keller (2009). Manajemen Pemasaran edisi 13 jilid 1. Erlangga. Jakarta.

Lau, G. T., & Lee, S. H. (1999). Consumers’ trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4, 341–370.

Lea-Greenwood, G. (2013). Fashion marketing communications. John Wiley & Sons Ltd.

Poghosyan, A. (2015). Celebrity endorsement as one of nowadyas major ways to influence consumer buying behaviour. European Scientific Journal.

Purnamasari, R., Pauzy, D. M., & Arisman, A. (2023). Pengaruh Brand Experience Dan E-Service Quality Terhadap Brand Loyalty (Survei Pada Konsumen Toko Ansthelabel Tasikmalaya). Transformasi: Journal of Economics and Business Management, 2(3), 236–253.

Putri, F. R., & Indriani, F. (2022). The Effect of E-Service Quality and Brand Image on E-Loyalty through Brand Trust and E-Satisfaction as Intervening Variables. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(2), 9596–9604.

Rahayu, S., & Harsono, M. (2018). Kepercayaan Merek dan Brand Affect Sebagai Anteseden dari Loyalitas Merek. Media Ekonomi, 18(1), 9–22.

Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1–3), 53–67.

Shimp, T. A. (2010). Advertising, Promotion, & Other Aspects of Integrated Marketing Communications, 8e. Cengage Learning. South-Western.

Sigar, D., Soepeno, D., & Tampenawas, J. (2021). Pengaruh Brand Ambassador, Viral Marketing dan Brand Trust Terhadap Keputusan Pembelian Sepatu Nike Pada Mahasiswa Fakultas Ekonomi dan Bisnis Unsrat. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(4), 841–850.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. In Alfabeta, Bandung. CV Alfabeta.

Wadi, M. H., Fadhilah, M., & Hutami, L. T. H. (2021). Analisis Pengaruh Citra Merek, Kepercayaan Merek dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Specs (Studi Kasus Pada Konsumen Sepatu Specs Di Kota Lombok Timur). J-MAS (Jurnal Manajemen Dan Sains), 6(1), 172–181.

Downloads

Published

2025-01-29

How to Cite

Siswati, E., & Rapitasari, D. (2025). Synergistic Impact of Brand Experience, Trust, and Brand Ambassadors on Purchasing Decisions. Jurnal Ekonomi Dan Bisnis Digital, 4(1), 57–68. https://doi.org/10.55927/ministal.v4i1.13363