Abstract
Businesspeople are aware of the intense competition as evidenced by the many innovative products that have emerged. It requires companies to develop all aspects of business support, one of which is a marketing strategy. Communicating products through influencers, such as brand ambassadors and celebrity endorsers, is considered adequate to increase customer purchase interest for the sake of survival and competition in an increasingly complex business industry. This study aims to determine the simultaneous and partial effect of brand ambassador and celebrity endorser variables on customer purchase interest in Le Minerale products. In this study, researchers used quantitative methods with an associative approach. The population of this research is all active students of the Faculty of Economics, Merdeka University, Pasuruan, with a total sample of 65 people taken by purposive sampling technique. With the use of multiple linear regression analysis techniques. Based on simultaneous testing, the brand ambassador and celebrity endorser variables jointly have a significant effect on customer purchase interest. Based on the partial test, the brand ambassador variable has a significant effect on customer purchase interest, and the celebrity endorser variable has a significant effect on customer purchase interest. While the value of R Square shows that the brand ambassador and celebrity endorser variables can explain the customer purchase interest variable by 43%, while the remaining 57% is influenced and explained by other factors not examined in this study.
Highlights
IntroductionIn the Available Online: https://dinastipub.org/DIJDBM 5 years, the bottled drinking water industry is predicted to grow at an average of around 6.9% per year, so that the bottled drinking water industry's revenue in the 5 years is predicted to reach $14.82 billion
Consumer News and Business Channel Indonesia explained that the bottled water industry or bottled drinking water is one of the fastest-growing industries in Indonesia
This study aims to determine the simultaneous and partial effect of brand ambassador and celebrity endorser variables on customer purchase interest in Le Minerale products
Summary
In the Available Online: https://dinastipub.org/DIJDBM 5 years, the bottled drinking water industry is predicted to grow at an average of around 6.9% per year, so that the bottled drinking water industry's revenue in the 5 years is predicted to reach $14.82 billion. This proves that the bottled drinking water industry still has very bright prospects, so it is no wonder that many bottled drinking water products are mushrooming in Indonesia. One of the effective marketing strategies in conveying promotions and attracting much attention is by cooperating with several influencers, including Dr Reisa Broto Asmoro as the brand ambassador and Raffi Ahmad and Nagita Slavina as celebrity endorsers
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