Brand Ambassadors' Influence on Brand Image and Consumer Purchasing Decisions

This study aims to determine the effect of integrated marketing communication and brand ambassador on purchase decisions through brand awareness and image as intervening variables at Tokopedia in Medan City. This research is associative research. The sample in this study is 145 consumers who have shopped at Tokopedia. The data analysis techniques used to test the hypothesis are descriptive analysis and SEM-lisrel analysis. The results showed that the Integrated Marketing Communication variable had a positive and insignificant effect on Brand Awareness at Tokopedia. Integrated Marketing Communication has a positive and significant effect on the Brand Image of Tokopedia. Integrated Marketing Communication has a positive and significant effect on the Purchase Decision variable at Tokopedia. Brand Ambassador has a positive and significant effect on the Brand Awareness variable at Tokopedia. Brand Ambassador shows a positive and insignificant effect on Brand Image on Tokopedia. Brand Ambassador shows a positive and insignificant effect on purchase decisions at Tokopedia. Brand Awareness shows a positive and significant influence on the Brand Image of Tokopedia. Brand Awareness shows a positive and significant influence on Purchase Decisions at Tokopedia. Brand Image shows a positive and significant influence on Purchase Decisions at Tokopedia. Integrated Marketing Communication shows a positive and insignificant effect on Purchase Decisions through Brand Awareness and Brand Image on Tokopedia. Brand Ambassador shows a positive and insignificant effect on Purchase Decisions through Brand Awareness and Brand Image on Tokopedia. Keywords: Integrated Marketing Communication, Brand Ambassador, Brand Awareness, Brand Image, Purchase Decision.

The purpose of this study is to analyze the influence of Brand ambassadors on Purchase Intent with Brand Image as a mediating variable. This research was conducted in Denpasar City, the sampling technique used in this study was non probability sampling and the number of samples used was as many as 100 people. Data collection was obtained from the results of questionnaire distribution. The analysis techniques used are classical assumption tests, path analysis, and sobel tests and VAF tests. The results showed that Brand ambassadors have a positive and significant effect on Purchase Intention. Brand ambassadors have a positive and significant influence on Brand Image. Brand Image has a positive and significant effect on Purchase Intention. Brand ambassadors have a positive and significant influence on Brand Image. Brand Image has a positive and significant effect on Purchase Intent. Brand Image is a partially mediating variable of influence between brand ambassadors on purchase intent. Brand ambassador and Brand Image can significantly increase Purchase Intent in potential customers. The theoretical implications of the results of this study provide evidence for the development of marketing management science, especially regarding brand ambassadors, brand image and purchase intention which is able to empirically prove the theory used in this study refers to the theory of consumer behavior. Practical Implications This research is expected to be taken into consideration and input for Lemonilo's management in marketing its products by considering Brand ambassadors. Keywords: Brand ambassador; Brand Image; Purchase Intention

This study aims to analyze the influence of Korea wave, Brand Ambassador, Brand Image, and Online Customer Review on Purchase Decisions among Shopee marketplace consumers in Bengkulu City. The research method used is quantitative with a multiple linear regression approach. Data were collected through questionnaires distributed to respondents who are active Shopee users in Bengkulu City. The results indicate that there is a positive and significant influence of Korea wave on Purchase Decisions, meaning that the stronger the influence of Korea wave, the higher the consumer's buying interest. Additionally, Brand Ambassador also has a positive impact on Purchase Decisions, indicating that the stronger the role of the Brand Ambassador, the higher the consumer's purchase decision. However, Brand Image does not have an influence on Purchase Decisions, despite marketing theories often associating brand image with customer loyalty. Meanwhile, Online Customer Review has been proven to have a positive impact on Purchase Decisions, showing that the more positive reviews, the higher the consumer's tendency to purchase products. Simultaneously, the variables Korea wave, Brand Ambassador, Brand Image, and Online Customer Review collectively influence Purchase Decisions with a significance value of F at 0.000 < 0.05. The findings of this study can serve as a reference for business practitioners in designing more effective marketing strategies to enhance consumer purchase decisions on the Shopee marketplace. Keywords: Korean wave, Brand Ambassador, Citra Merek, Online Customer Review, purchase decision.

Cosmetics industry growth development in Indonesia was improving up to 20 % or four times compared to national economy growth. The cosmetics industry was one of the leading sectors. Lots of cosmetic industry was using the public figure as their advertisement tool to affect the consumers. The selection of public figures as brand ambassadors to build brand image and brand awareness had the goal of affecting people in their purchase decision. The object in this research was Pantene shampoo. Data collection in the research was done with distributing surveys. The sample in this research was 100 respondents, using a purposing sampling method and using partial least square as a statistic processing tool. Based on the result and analysis, the brand ambassador that Pantene shampoo was using had a significant effect on brand awareness. Brand ambassador Pantene had a significant effect on brand image, brand awareness. Brand ambassador and brand image also had a significant effect on the consumer's purchase decision. This research was meant to contribute to selecting public figures as brand ambassador that was used by the company in producing Pantene shampoo had been suitable with the Surabaya’s people desire.

This research aims to determine the influence of brand awareness, brand ambassador, brand image and brand trust on consumer purchasing decisions on the Shopee digital platform. This type of research is quantitative. The population in this research are Shopee service users at the Faculty of Economics and Business, Riau Islands University. The sampling technique used purposive sampling with a total sample of 86 respondents. The data collection technique uses a questionnaire that has been tested for validity and reliability. The data analysis technique used in this research is classical assumption testing and multiple linear regression and hypothesis testing using the IBM SPSS V 25 application. Based on this research, it shows that brand awareness, brand image and brand trust have a positive and significant effect on purchasing decisions, while brand ambassadors have no positive and insignificant effect on purchasing decisions. And simultaneously the four variables have a positive and significant effect on purchasing decisions.

In several studies, theoretically, companies that have good brand ambassadors will produce good purchasing decisions. However, empirically, it does not guarantee that brand ambassadors are able to produce good purchasing decisions. This gap is interesting to study in depth. Based on theoretical studies and according to the viewpoint of previous research, the concept of brand awareness is expected to be a solution in overcoming research gaps in brand ambassadors and consumer purchasing decisions. Companies that use brand ambassadors that generate good brand awareness are companies that are able to increase consumer purchasing decisions. For this reason, 150 Tokopedia users in Central Java were researched and tested the linkages between research variables. This phenomenon study is expected to contribute to the development of science, especially marketing management.

Technological developments in Indonesia are currently growing rapidly and the presence of the internet has brought various conveniences and business opportunities for many people. The presence of the internet has enabled buying and selling activities to be carried out online, followed by the emergence of various online shopping or e-commerce sites in Indonesia, one of which is Blibli. Competition between e-commerce in Indonesia is getting tighter and the strategy used by Blibli in promoting their online shopping site is by taking advantage of the phenomenon that is currently being discussed, namely the Korean Wave phenomenon. Blibli takes advantage of this phenomenon by using K-Pop celebrity brand ambassadors as advertising stars and also building brand trust with consumers. NCT 127, a South Korean boy group with high popularity in Indonesia, was appointed as Blibli's brand ambassador. This study aims to determine the influence of NCT 127 as brand ambassadors and brand trust on consumer purchasing decisions on the online shopping site Blibli. The object of this research is NCT 127 fans in Bandar Lampung. This type of research is a quantitative research. This study used a purposive sampling method with a sample of 160 respondents and distributed via GoogleForm. This study uses multiple linear regression analysis and partial hypothesis testing (t-test). The results of the study show that partially there is a positive and significant influence between brand ambassador and brand trust variables on consumer purchasing decisions. The results obtained show that brand ambassadors have a positive and significant effect on consumer purchasing decisions with the highest contribution to the power dimension, and brand trust has a positive and significant effect on consumer purchasing decisions with the highest contribution to the trust dimension.

This study aims to examine the effect of brand ambassadors, brand image, and product quality on purchasing decisions for Emina cosmetic products (a case study on female students in Mataram city). This research variable consists of 3 (three) independent variables, which are brand ambassador (X1), brand image (X2) and product quality (X3) and the dependent variable is purchase decision (Y). The population of this research is public and private university students in Mataram city who use Emina cosmetic products. The sampling technique used in this study is non-probability sampling with the sampling method, namely incidental sampling. The number of samples in this study were 60 respondents. The data analysis technique used is multiple linear regression analysis using the SPSS 28 program. Based on the results of the multiple linear regression test, it can be concluded that the constant value is 3.127, meaning that if there is no change in the brand ambassador variable, brand image and product quality (value X1, X2, and X3 is 0), then the purchase decision on Emina cosmetic products is 3,127 units. The results of this study also show that based on the t test the brand ambassador variable and product quality partially have a significant influence with the results of the t count, namely brand ambassador 2,367 and product quality 5,086 on purchasing decisions, while the brand image variable is seen from the t test that the t table is more greater than t arithmetic means that this indicates that the brand image variable does not have a significant effect on purchasing decisions. Based on the t test, it can be seen that the biggest influence of all variables is the product quality variable, meaning that the product quality variable has the most dominant influence on purchasing decisions with a value of 5.086. According to Beta test, it known that product quality (X3) has the highest value among other independent variables with a value 57.7%. The results of this study also show that based on the F test (simultaneous) the brand ambassador variable, brand image, and product quality have a joint influence on the purchasing decision variable with a value of 23.133.

Purpose of this study is to examine how influential TikTok social media marketing and brand ambassadors are on purchase intention through brand image on Azarine products. The independent variables in this study are social media marketing and brand ambassadors, the intervening variable is brand image, while the dependent variable is purchase intention. The population in this study were 128 people who are generation Z in Samarinda. The study used purposive sampling. The type of data used is quantitative data, obtained directly using a questionnaire. Data analysis using SEM-PLS 4.0, including validity, reliability, and hypothesis testing. The research results showed: 1) TikTok social media marketing has a significant and positive direct impact on brand image and purchase intention; 2) brand ambassadors have a significant and positive direct impact on brand image and purchase intention; 3) brand image has a significant and positive direct impact on purchase intention; 4) TikTok social media marketing positively and significantly affects purchase intention through brand image; 5) brand ambassadors positively and significantly influence purchase intention through brand image. Social media and brand ambassadors need to be managed properly because they can be effective tools in product marketing.

This study aims to determine the effect of viral marketing, brand ambassadors, and brand image on purchasing decisions on skincare products in Sidoarjo. This research uses a quantitative approach with the population is people in Sidoarjo who have bought Avoskin products and are ≥17 years old. The sampling technique of this research was carried out by non-probability sampling method with purposive sampling technique with a total of 100 respondents. Collection techniques by distributing questionnaires and answers will be measured using a Likert scale. The data analysis technique in this study uses the PLS-SEM method with the help of SmartPLS 3.0 software. The results of this study prove that viral marketing affects purchasing decisions on Avoskin skincare products in Sidoarjo, brand ambassadors affect purchasing decisions on Avoskin skincare products in Sidoarjo, and brand image affects purchasing decisions on Avoskin skincare products in Sidoarjo.Keywords: Viral Marketing; Brand Ambassador, Brand Image; Purchasing Decisions; Avoskin

EduTech is a technology used as a 4.0 learning media tool. This technology is used to promote education in the digital form. Zenius is one of the educational technologies in Indonesia that is intensively promoting with various marketing communications such as using brand ambassadors and online or offline advertisements to connect services with the public. The purpose of brand ambassadors procurement is to shape consumers' mindset on a brand image. This study aims to determine the effect of Jerome Polin's brand ambassador on Zenius education's brand image. The research method used is quantitative with the type of causal research. The data in this research has been collected by the author through an online questionnaire to 400 respondents according to the criteria of this study. The sampling technique used is non-probability sampling with the purposive sampling method. Researchers used simple linear regression analysis in the data analysis process carried out through IBM SPSS version 25. Based on the results of data analysis, the brand ambassador Jerome Polin (X) had a significant influence on brand image of 0.659 or 65.9% while the other 34.1% influenced by other factors outside of this study.

According to kompas.co.id, Scarlett Whitening ranks second in the category of local skincare products in Indonesia. To improve brand image, Scarlett Whitening collaborates with girl group TWICE as brand ambassador. This study aims to analyze the influence of TWICE brand ambassadors on Scarlett Whitening's brand image. Using the positivism paradigm and quantitative approach, data was collected through a survey using the Taro Yamane method, involving 100 respondents from Sukmajaya, Depok, who knew TWICE's brand ambassador and used Scarlett Whitening. The sample was selected using purposive sampling technique (non-probability). Data were analyzed with simple linear regression test using SPSS. The results showed that TWICE brand ambassadors have a positive influence on Scarlett Whitening's brand image. The linear test results in a significance value (Sig) <0.01, indicating a significant relationship. The regression coefficient of the brand ambassador variable (X) of 0.449 shows a positive influence. The t value of 8.991 with Sig 0.01 <0.05 confirms that TWICE brand ambassadors have a significant effect on Scarlett Whitening brand image.

This research aims first to analyze the description of BTS Brand Ambassadors towards Tokopedia Brand Images among Unbari Students. And the second is to find out the strategy for determining Brand Ambassadors to build a Brand Image In this research the author will analyze the data obtained descriptively qualitatively. The data source is Tokopedia users at Batanghari University who are research respondents. This questionnaire is in the form of closed questions where alternative answers are available from 1-5. The data collection methods used are Field Research and Library Research. The object of this research is Tokopedia which operates in the e-commerce industry. Electronic Commerce or e-commerce is all buying and selling activities or transactions carried out using electronic media (the internet). There are several examples of e-commerce that are often used in Indonesia. These include Shopee, Bukalapak, or Tokopedia. Several examples of e-commerce have now become a business area for business people. Based on a simple linear regression test, it is known that the Brand Ambassador value is 0.563, which means that product quality has a positive value for Brand Image. Based on the t test, it is known that there is a significant influence between the Brand Ambassador and the Tokopedia Brand Image, proven by the t test t count > t table (10.985> 1.66088), meaning that Ho is rejected and Hi is accepted so it can be stated that the Brand Ambassador can have a significant influence on the Brand Image. Every time there is an increase in Brand Ambassador by 1%, the Brand Image on Tokopedia will increase by 56.3%. Conclusion of research is From the results of the Likert scale, the influence of Brand Ambassadors on Tokopedia's Brand Image with an average score of 383 means that consumers assess Brand Ambassadors as having a good influence. Furthermore, the Brand Image of consumers using Tokopedia with an average score of 366 means that the Brand Image indicator is good.

This study aims to find out The Influence of Brand ambassador, Brand image, and Price On Purchase Decisions On Skincare Product Consumer Scarlett Whitening In Sidoarjo City. This study used a quantitative approach with descriptive methods as a research method. The study's population is consumers who have used Scarlett Whitening's Skincare. The study involved a sample of 105 respondents selected according to the Slovin formula and using non-probability sampling methods and using incidental sampling techniques. The data used in this study consisted of primary data obtained from the distribution of questionnaires to respondents through Google Forms media. Quantitative data analysis techniques use Partial Least Square (PLS) to analyze data. The PLS method used is SmartPLS. Based on the research results, it was found that Brand ambassador had a positive and significant influence on Scarlett Whitening Sidoarjo's skincare Purchase Decision. Brand image has a positive and significant influence on Scarlett Whitening Sidoarjo's skincare Purchase Decision. Prices have a positive and significant influence on Scarlett Whitening Sidoarjo's skincare Purchase Decision. In addition, in this context, Brand ambassador, Brand image, and Price have proven to have a significant influence on Scarlett Whitening Sidoarjo's skincare Purchase Decision. Keywords: Brand Ambassador, Brand Image, Price, Purchase Decision

This research concludes that brand ambassadors play a crucial role in marketing communications to build a strong brand image. The success of the brand ambassador strategy heavily relies on selecting the right individuals. The ideal brand ambassador should align with the characteristics of the brand being promoted, possess strong credibility in the public's eyes, have an appealing charm to consumers, and hold significant influence in shaping positive consumer perceptions. More than just the 'face' of the brand, brand ambassadors shape consumer perceptions of the marketed brand. The personality and image of the brand ambassador greatly influence how consumers perceive the brand's value, quality, and identity. Thus, this study emphasizes the close relationship between brand ambassadors and the brand image of a product. The selection of an appropriate and effective brand ambassador can significantly enhance the brand image desired by a company.To broaden understanding of this topic, further research is recommended to conduct comprehensive studies on the effectiveness of brand ambassadors across various industrial sectors. This aims to identify best practices and specific challenges within each industry. Additionally, understanding the diverse characteristics of consumers can help companies better tailor their brand ambassador strategies to different target markets. By applying these recommendations, future research can provide deeper insights into the role of brand ambassadors in shaping and strengthening brand image. Brand ambassadors play a vital role in marketing communication strategies as they can build and enhance the brand image of a product. Choosing the right brand ambassador, who aligns with the brand's character, credibility, appeal, and significant influence, can increase consumer trust, expand market reach, and drive purchase decisions.