Brand Ambassadors Research Articles

Pengaruh Live Streaming dan Brand Ambassador Engagement terhadap Keputusan Pembelian Erigo: Studi Kasus Penggemar Grup Idola Jkt48 terhadap Produk Erigo di Karawang.

This research study aims to examine the influence of live streaming and brand ambassador of idol group JKT48 on the purchasing decisions of Erigo’s product. On this era of digitalization marketing, brands image increasingly leverage interactive online methods and influential personalities to enchance their target market and lead customer behavior. As such live streaming providing a real time immersive and interactive shopping experience that creates a dynamic engaging platform for product presentation. Brand ambassador with their credibility and relatability that can reach the significantly impact customer perseptions and preferences, further leading purchace decisions. This research employs a quantitative employ with surveying questionnaire sample of JKT48’s fans that bought Erigo product to gather data impact from their engagement and live streaming with factors influence their purchasing decisions.

Pengaruh Brand Ambassador dan Kualitas Produk Terhadap Niat Beli Produk Scarlett di Shopee

In the modern era, human needs for health and beauty continue to rise rapidly, driving fierce market competition in the beauty industry. Marketers must also innovate and deliver creative and exciting products to compete with local and foreign products. The first step in caring for the skin's health and appearance is to use skin care products. Scarlett Whitening has become a popular choice among consumers with its good reputation. This research and data on the number of customers of Scarlett whitening at Shopee suggests that brand ambassadors play a crucial role in increasing product sales and consumer confidence. In addition, the brand embassy positively affects consumer interest in purchasing Scarlett products at Shopee. Beauty product sellers preferably apply this strategy to increase sales and their market share.

The influence of brand image, price, foreign branding, brand ambassador, family, and peer group on repurchase decisions in the fashion industry

The industrial sector has heightened competitiveness as the economy progresses, especially among companies producing similar products. These conditions require companies to adapt to changes in both the social and cultural landscape. This study aims to determine the impact of brand image, price, foreign branding, brand ambassadors, family, and peers on repurchase decisions and to identify which variables wield the most influence among brand image, price, foreign branding, and brand ambassadors. Sampling was conducted using non-probability methods employing purposive sampling techniques, yielding 245 respondents who purchased Geoff Max products at least twice a year. Based on the test, the brand image positively affected repurchase decisions, while price exhibited a negative effect. Similarly, foreign branding showed a negative effect, whereas brand ambassadors, family, and peers all displayed positive effects on repurchase decisions. Other test results show that brand image, price, foreign branding, brand ambassador, family, and peer group collectively positively affect repurchase decisions.

Customer Purchase Intention Based on the Characteristics of Brand Ambassador: A Case Study of Biti’s Hunter in Vietnam

Customer Purchase Intention Based on the Characteristics of Brand Ambassador: A Case Study of Biti’s Hunter in Vietnam

Pengaruh Penggunaan Girlband Blackpink Sebagai Brand Ambassador Terhadap Minat Beli Konsumen

This research is motivated by Shopee's inclusion in the e-commerce category which is the most recommended in the MarkPlus Inc survey and this study aims to find out the influence of Blackpink as a Brand Ambassador during the 12.12 Birthday Sale 2018 promotional event on consumers' buying interest. The results of this study used a quantitative approach using the survey method with non-probability sampling type data collection techniques. The results of this study showed a calculated t value of 7.075 greater than the table t of 1.66008. It states that in this study H1 was accepted, the statement that the Brand Ambassador had an effect on buying interest was strengthened by a correlation value of 0.576 which means that two variables have a significant relationship, with a determination coefficient value of 33% of the buying interest variable can be explained by the brand ambassador variable. In this study, it can be concluded that there is an influence of Blackpink as a Brand Ambassador during the Shopee 12.12 Birthday Sale 2018 promotion.

DUTA MERK, CITRA MERK DAN PEMASARAN SOSIAL MEDIA TERHADAP KEPUTUSAN PEMBELIAN SKIN CARE MS GLOW

The need for women to maintain their appearance through beauty and health has driven the growth of beauty products today. The aim of the research is to test the influence of brand ambassadors, brand image, social media marketing on purchasing decisions for MS Glow in Malang. Sampling used the Malhotra technique with 75 respondents. The analysis method uses simple regression. All variable items are declared valid and reliable. The assumption test results show that it is free from multicollinearity, heteroscedasticity, normal and linear distribution. The results of testing the research hypothesis showed that there was a partial positive and significant influence between brand ambassadors on purchasing decisions for MS Glow skincare products (sig. 0.011 < α 0.05). There is a positive and partially significant influence between brand image on purchasing decisions for MS Glow products (sig. 0.003 < α 0.05). There is a positive and partially significant influence between Social Media Marketing on purchasing decisions for MS Glow products (sig. 0.003 < α 0.05). Social Media Marketing (X3) has a dominant influence on purchasing decisions with the highest beta value of 0.426. Research findings are supported by research by Ramadhani (2023), Punjungawidya (2022), Marliya (2023), Amin (2021), Brestilliani (2020), Sagir (2021), Liya (2021), Paramita (2021), Sagia (2018), Arianty (2021), Liya (2021), Paramitha (2021), and Putra (2022). Paramitha (2021), and Putra (2022).

Pengaruh Rebranding, Kualitas Layanan dan Brand Ambassador terhadap Loyalitas Konsumen Melalui Kepuasan Konsumen Sebagai Variabel Mediasi

This study aims to determine the effect of rebranding, service quality, and brand ambassadors on GoFood consumer satisfaction and loyalty in Mojokerto with the population of Gen Z and Gen M. The sampling technique used is non- probability sampling with purposive sampling method and the number of respondents is 251 people. The results showed that rebranding had no effect on customer satisfaction, but service quality and brand ambassadors had a significant effect on customer satisfaction. In addition, rebranding and brand ambassadors have no effect on consumer loyalty, while service quality has a positive effect on consumer loyalty. Customer satisfaction also has a significant effect on customer loyalty. However, customer satisfaction does not mediate the relationship between rebranding and customer loyalty, but is able to mediate the effect of service quality and brand ambassadors on customer loyalty.

Pengaruh Brand Ambassador dan Brand Awareness Terhadap Keputusan Pembelian yang Dimoderasi Brand Image (Studi Pada Konsumen Le Minerale di Toko Indomaret Soekarno Hatta Kota Malang)

This study aims to empirically test the influence of brand ambassadors and brand awareness on purchasing decisions moderated by brand image on Le Minerale consumers at Indomaret Soekarno Hatta, Malang City. This study uses a quantitative method with a descriptive approach. Primary data was obtained from 98 respondents. Data analysis used path analysis with the help of SPSS and Smartt-PLS software version 3. The results of this study indicate that (1) brand ambassadors do not influence purchasing decisions: (2) brand awareness influences purchasing decisions (3) brand image does not play a role in moderating the relationship between brand ambassadors and purchasing decisions: (4) brand image does not play a role in moderating the relationship between brand ambassadors and purchasing decisions.

Unlocking the power of employee word-of-mouth to recruit young talent within university settings

PurposeOur study, based on signaling and social identity theories, explores how companies develop employer brand strategies through university partnerships and employee-centered practices. We also identify key factors that encourage employees to share positive word-of-mouth, enhancing the company’s appeal to potential and current talents.Design/methodology/approachUsing Partial Least Squares Structural Equation Modeling, we analyzed a sample of 687 employees from various industries in Greece.FindingsIn our research, we highlight the role of employees' affective commitment in generating positive word-of-mouth recommendations for their company, as a desirable employment destination through interactions within their alma mater universities. This commitment, tied to their understanding of the company’s employer brand and their perceptions of its pre-recruitment practices, fosters a positive employer image among potential candidates. Our study confirms that leveraging employees as brand ambassadors enhances a company’s appeal to younger generations.Practical implicationsCompanies should prioritize cultivating employees' affective commitment and facilitate interactions between employees and young candidates at their alma mater universities. It is crucial to ensure that employees understand the company’s employer brand both during their experience as candidates and as employees. By understanding the factors influencing employees' willingness to act as brand ambassadors, organizations can strengthen their employer image and attract younger candidates.Originality/valueOur findings enhance the understanding of employee word-of-mouth dynamics, offering insights to improve pre-recruitment HR practices aimed at attracting students and recent graduates. By emphasizing employees' perceptions and actions regarding their social interactions at alma mater universities and their employer brand awareness, we can add value to employee-centric pre-recruitment strategies. Designed and implemented by employers, these strategies aim to attract emerging talent through universities.

Pengaruh Brand Image, Korean Wave, Sikap Fanatisme, dan Brand Ambassador terhadap Keputusan Pembelian Ultra Milk Edisi Kolaborasi Stray Kids

Ultra Milk is a milk brand using UHT (Ultra High Temperature) technology and one of the products that dominate the Indonesian market. The rising trend of South Korean culture has led Ultra Milk to collaborate with South Korean entertainment artists. Capitalizing on fanaticism, Ultra Milk chose Stray Kids as a brand ambassador by issuing a limited edition photocard. The study aims to determine the effect of brand image, Korean wave, fanaticism, and brand ambassador on purchasing decisions for Ultra Milk products in the Stray Kids collaboration edition. Using a quantitative approach. Research data sources come from primary and secondary data. Primary data was obtained by distributing questionnaires to respondents. Secondary data sources are obtained from journals and books. Data collection techniques using non-probability sampling (purposive sampling). The research sample was 168 respondents with the criteria of Stray Kids fans, aged 20-25 years, and had purchased Stray Kids Ultra Milk products. The data was processed using SmartPLS 4.0 software. The results showed that brand image, Korean wave, fanaticism attitude, and brand ambassador have a positive and significant effect on purchasing decisions.

The Influence Of Ambassador Brand, Price And Product Quality On Decisions To Purchase Ms Glow Products In Borobudur

This research aims to analyze the influence of brand ambassadorship, price, product quality on purchasing decisions for Ms Glow products. The sample in this study were 37 respondents who had purchased MS Glow products. The data collection technique used was a survey method with the research instrument used was a questionnaire. The results of the instrument test stated that the data in this study was proven to be valid and reliable. In the Classic Assumption Test, it is stated that the data in this study is normally distributed and produces a regression model that is free from multicollinearity, heteroscedasticity, autocorrelation. The results of this research prove that: 1) The R Square value is 0.759. This means that 75.9% of the variations in APBD preparation variables can be explained by the Brand Ambassador, Product Price and Product Quality variables which jointly influence Product Purchasing Decisions. Meanwhile, the remaining 24.1% is explained by other factors outside the model. researched. 2) Partially, the ambassador brand has a significant influence on the decision to purchase Ms Glow products. 3) Partially, product quality has a significant influence on the decision to purchase Ms Glow products. 4) Simultaneously, the ambassador brand and product quality have a significant influence on the decision to purchase Ms Glow products. These results have implications for future researchers to study consumer behavior towards various environmentally friendly toiletry products. The findings of this research have implications for Ms Glow producers to formulate pricing strategies to be able to influence consumer purchasing decisions.

Pegaruh Kepercayaan Konsumen Terhadap Keputusan Pembelian di Tokopedia Melalui Electronic Word of Mouth Sebagai Variabel Intervening

With rapid growth, researchers are intrigued to investigate the factors influencing consumer purchasing decisions on this platform. Through data collection and analysis, this research aims to provide deeper insights into how electronic word of mouth (e-WOM) influences purchasing decisions on Tokopedia. As a popular e-commerce platform, further understanding of these factors is expected to contribute to the development of marketing strategies and enhancement of consumer experiences on Tokopedia. This study utilizes purposive sampling and non-probability sampling techniques, involving 200 respondents from the community of Tangerang City who use Tokopedia for daily shopping. Data collection is carried out through G-form tools and manual methods with a questionnaire of statements using a 5-point Likert scale. The research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) techniques for hypothesis testing and data validity. From the discussion of each hypothesis, some hypotheses are rejected as they surpass the theoretical significance value. The variable rejected is the consumer trust variable in purchasing decisions. This rejection aligns with prior research on Scarlett products, finding that consumer trust has a positive and significant impact on purchasing decisions, while brand image and brand ambassadors do not significantly influence purchasing decisions (Putri & Harti, 2022). The results of this study indicate that the role of electronic word of mouth (e-WOM) mediates the influence of consumer trust on purchasing decisions among Tokopedia users in Tangerang City.

The Influence of Brand Ambassadors and Customer Trust on Purchasing Decisions in Marketplace “Shopee”

This study aimed to investigate the impact of brand ambassadors and customer trust on purchasing decisions within the context of Shopee. Using a quantitative approach, the research involved 60 Shopee consumers as respondents. Data analysis employed Partial Least Square (PLS) analysis within Structural Equation Modeling (SEM). The findings revealed that both brand ambassadors and customer trust positively and significantly influence purchasing decisions.

Tourism live streamers as brand ambassadors: investigating their impact on destination brand value through social exchange theory

Purpose This study aims to identify the key characteristics of tourism live streamers (TLSers) that influence target consumers and examine how these characteristics enhance destination brand value by stimulating consumer emotional engagement and value co-creation behaviors. Design/methodology/approach A questionnaire survey was conducted with 552 respondents who had viewed tourism live streaming in China. The data were analyzed using structural equation modeling. Findings The results revealed that TLSers’ expertise had the strongest influence on consumers and positively affected their attachment, trust, participation and citizenship behaviors and perceived destination brand value. Attractiveness and trustworthiness exerted positive but weaker effects on these variables. Originality/value This study contributes to the theoretical development of live-streaming research by demonstrating the distinct impacts of TLSer characteristics. Furthermore, this study expands the application of the social exchange theory and value co-creation in tourism research.

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

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

The Influence of Exo as Brand Ambassador and Scarlett's Brand Image on Scarlett Brand Purchasing Decisions

The Influence of Exo as Brand Ambassador and Scarlett's Brand Image on Scarlett Brand Purchasing Decisions

Pengaruh Social Media Marketing dan Brand Ambassador Terhadap Minat Beli Pada Produk Scarlett Whitening

The study explores how consumer interest in purchasing Scarlett bleach products is influenced by the interaction between social media marketing and brand ambassadors. The purpose of this study was to investigate the potential impact of brand ambassadors and social media marketing on consumer interest in purchasing Scarlett Whitening products. Using purposive sampling, a non-probability sampling technique, 54 students who had purchased Scarlett products were respondents in total. Google Forms distributed questionnaires are used in the data collection method. The findings of the study showed that the t-value was 1.129 < 2.008 and that the social media marketing variable had a negative and insignificant impact on the variable that measured interest in buying Scarlett bleaching products, with an effect of 0.267 > 0.05. At 0.000 < 0.05 and 1 count 5.292 > t table 2.008, The Brand Ambassador variable has been proven to have a positive and rather significant effect on the variable of Scarlett Whitening's buying interest in products.

Pengaruh Strategi Pemasaran Shopee terhadap Perilaku Belanja Konsumen di Indonesia

Rapid technological advances have changed people's shopping habits from physical stores to E-Commerce, with Shopee as one of the platforms that is widely used in Indonesia. This research uses a qualitative descriptive method to analyze Business to Customer (B2C) E-Commerce marketing strategies. The research results show that Shopee makes it easier for business owners to manage their online stores and provides consumers with a comfortable and enjoyable shopping experience. Shopee utilizes various media, such as newspapers, television, magazines and social media, which contribute significantly to increasing product sales on its application, as well as using the Stray Kids brand ambassador to attract the interest of the Indonesian people. In conclusion, Shopee's marketing strategy is effective in improving the shopping and sales experience on their platform.

Pengaruh Brand Ambassador, Brand Image dan Persepsi Harga Terhadap Keputusan Pembelian Produk Kosmetik Emina

The aim of this research is to analyze the significance of the influence of brand ambassadors, brand image and price perceptions on purchasing decisions for Emina cosmetic products in Surakarta. This research is a survey with data types using qualitative and quantitative data. Data sources use primary data and secondary data. The population in this research are all consumers who use Emina products in Surakarta. The total research sample was 100 people with a sampling technique using purposive sampling. Data analysis uses descriptive analysis, multiple linear regression test, t test, F test and coefficient of determination test. The research results show that brand ambassadors have a significant influence on purchasing decisions for Emina cosmetic products in Surakarta, brand image has no significant influence on purchasing decisions for Emina cosmetic products in Surakarta and price perceptions have a significant influence on purchasing decisions for Emina cosmetic products in Surakarta. The F test results show a calculated F value of 38.275 with a significance value (p-value) of 0.000 < 0.05. The coefficient of determination test result (adjusted R2) is 0.530, meaning that the contribution of the independent variables to the dependent variable is 53%.

Pengaruh Beby Tsabina sebagai Brand Ambassador dan Harga terhadap Keputusan Pembelian Barenbliss

The purpose of this study is to calculate the impact of Barenbliss brand ambassadors on consumer propensity to buy products, identify how price affects consumer choices in buying Barenbliss products, and find out how much price and Beby Tsabina as brand ambassadors influence people's choices to buy Barenbliss products. This research method uses a survey approach developed through the use of questionnaires prepared based on literature and statement items. The results were, first, that the brand ambassador (X1) had a positive impact on the purchase decision (Y) on the Barenbliss brand, so the first hypothesis was accepted; second, the price (X2) also has a positive impact on the purchase decision (Y) on the Barenbliss brand, so the second hypothesis is accepted; and third, simultaneously, brand ambassador (X1) and price (X2) positively impact the purchase decision (Y) on the Barenbliss brand, so the third hypothesis is accepted.