Pengaruh Brand Ambassador Terhadap Minat Beli Tokopedia Melalui  Brand Awareness Sebagai Variabel Mediasi

Ni Made Yuli Artini; I Gusti Ayu Wimba; Gede Agus Dian Maha Yoga

doi:10.32795/vol4wamrtno1th24

Ni Made Yuli Artini Program Studi Manajemen Fakultas Ekonomi Bisnis Dan Pariwisata Universitas Hindu Indonesia
I Gusti Ayu Wimba Program Studi Manajemen Fakultas Ekonomi Bisnis Dan Pariwisata Universitas Hindu Indonesia
Gede Agus Dian Maha Yoga Program Studi Manajemen Fakultas Ekonomi Bisnis Dan Pariwisata Universitas Hindu Indonesia

DOI: https://doi.org/10.32795/vol4wamrtno1th24

Keywords: brand ambassador, brand awareness, purchase intention

Abstract

The desire of consumers to buy products from a brand is known as purchase intention. Promotions such as deploying brand ambassadors are important to increase consumer buying interest. The purpose of this research is to identify the influence of brand ambassadors on consumers' desire to buy by using brand awareness as a mediating factor. Users of the Tokopedia e-commerce site in Denpasar City are the subject of this study. The sample used as a sample is 100 respondents who use Tokopedia for online shopping in Denpasar City. This research uses non-probability sampling strategy, accidental sampling, and path analysis. Based on the research results, brand ambassadors have a positive and significant effect on brand awareness. Purchase intention is positively and significantly influenced by brand awareness. In addition, brand ambassadors have a positive and significant influence on purchase intention. And Brand ambassadors then have a positive and significant impact on purchase intention through brand awareness as a mediating variable, namely the better brand ambassadors are deployed, the greater the increase in consumer awareness and, consequently, the greater the increase in purchase intention.

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