Abstract
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.
Highlights
Recruiting artists as brand ambassadors is one of the most commonly used marketing tools in companies and is not a new strategy
From the results of the questionnaire collection, data shows that the majority of Tokopedia users in Central Java are women with a number of 89 people (61%), with ages between 21 and 25 years (36%) and most often using the Tokopedia application 0 to 3 times each month (80 %). 3.2 Measurement Brand Image Brand image is a response that is formed in the minds of consumers or perceptions that are formed from previous information and experiences when hearing or seeing the brand name
Based on the discussion that has been done in the previous chapters on the results of this study, it can be concluded that Brand Ambassador is an important factor in determining brand awareness
Summary
Recruiting artists as brand ambassadors is one of the most commonly used marketing tools in companies and is not a new strategy. This strategy has long been used by several companies and is effective in introducing products to the public. The use of brand ambassadors is carried out by companies to influence or encourage consumers to use these products. The internet has become one of the main tools for marketers in an effort to promote their products. Due to this phenomenon, internet users are growing very rapidly and have become the lifestyle of today's society. One of the fastest growing internet systems is an electronic sales system (e-commerce) which is very popular among its users
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