Pengaruh Brand Ambassador, Brand Image, Brand Awareness terhadap Purchase Intention Produk Kecantikan Somethinc

Gebrina Ika Wahyuningtyas; Ajeng Aquinia

doi:10.5281/zenodo.7969159

Gebrina Ika Wahyuningtyas Universitas Stikubank Semarang
Ajeng Aquinia Universitas Stikubank Semarang

DOI: https://doi.org/10.5281/zenodo.7969159

Abstract

Trends that are revolutionary, constantly changing create a large demand for product purchases, this also applies to the beauty product sector. Brand is not limited to brand ambassadors, brand image, or brand awareness. The selection of brand ambassadors has become a critical issue, with the hope that their presence will have a positive impact on brand image and brand awareness among consumers. Data was confirmed by the long-term attendance of over 100 people and collected through the distribution of Google Form online questionnaires to social media Twitter. Based on our research, we concluded that the variable brand ambassador has no effect on the purchase price. Furthermore, brand image and brand awareness have a positive impact on purchase intention.

References

Aini, Ika Nur Khikmatul, R. .. Marlien, and Alimuddin Rizal Riva’i. 2022. “Pengaruh Citra Merek , Pengalaman Konsumen , Dan Word of Mouth Terhadap Niat Beli Ulang (Studi Pada Konsumen KFC Di Kota Semarang).” Jurnal Mirai Management 7(2):263–76. doi: 10.37531/mirai.v7i2.2107.

Anshori, Finsa Ihsan, Novian Ekawaty, and Justika Dwi Cahyani. 2021. “Pengaruh Brand Image Dan Kualitas Produk Terhadap Minat Beli Produk J.CO Donuts & Coffee Di Resinda Park Mall Karawang Pada Masa Pandemi Covid-19.” Jurnal Ilmiah MEA (Manajemen, EKonomi, Dan AKuntansi) 5(2):2024–45.

Ardiansyah, Muhammad Farid, Ajeng Aquinia, Studi Program, Manajemen S1, Fakultas Ekonomika Dan Bisnis, and Universitas Stikubank Semarang. 2022. “Pengaruh Celebrity Endorsement,Brand Image, Dan Electronic Word of Mouth Terhadap Purchase Intention (Studi Pada Konsumen Marketplace Tokopedia).” SEIKO : Journal of Management & Business 5(1):2022–2469.

Febriana, Mila, Sampurno, and Djoharsjah. 2017. “Pengaruh Brand Ambassador Dan Hallyu Terhadap Keputusan Konsumen Melakukan Brand Switching Dan Implikasinya Terhadap Kepuasan Konsumen Kosmetik Di Jakarta.” Jusrnal Ekonomi 19(3):299–313.

Mardiani, Alifia Sarah, and Aditya Wardhana. 2018. “Pengaruh Brand Ambassador Terhadap Minat Beli Konsumen Bandung Kunafe Cafe.” E-Proceeding of Management 5(2):2577–83.

Mubarok, Dadan Abdul Aziz. 2016. “Pengaruh Celebrity Endorsement Terhadap Minat Beli Konsumen (Studi Pada Konsumen Mahasiswa Kelas Reguler Sore STIE INABA Bandung).” Jurnal Indonesia Membangun 3(1):61–76.

Romadlon, Achmad, R. A. Marlien, and Suzy Widyasari. 2020. “Pengaruh Digital Marketing, Kepercayaan Dan Kualitas Produk Terhadap Niat Beli (Studi Pada Akun Instagram Kawaii Coklat).” Proceeding Sendiu (2016):701–7.

Siwalankerto, Jl. 2010. “Pengaruh Social Media Marketing Terhadap Purchase Intention Melalui Brand Awareness Sebagai Variabel Mediasi Pada Lazada.” 1–6.

Tanady, Edi Sucipto, and Muhammad Fuad. 2020. “Analisis Pengaruh Citra Merek Dan Kualitas Layanan Terhadap Keputusan Pembelian Tokopedia Di Jakarta.” Manajemen Pemasaran 9(021):113–23.

Widyasari, Suzy, Ali Maskur, Mulyo Budi Setiawan, and Try Sugiarto. 2019. “The Effect of Motive, Product Quality, Price Perception and Brand Image toward Buying Decision Process.” 86(Icobame 2018):91–95. doi: 10.2991/icobame-18.2019.20.

Wifky Muharam & Euis Soliha, 2017. 2017. “Keputusan Pembelian Konsumen Honda Mobilio.” Kualitas Produk, Citra Merek, Persepsi Harga Dan Keputusan Pembelian Konsumen Honda Mobilio (2014):755–62.

Yunita, Dessy, Ahmad Nazaruddin, and Welly Nailis. 2019. “Pengaruh Youtube Advertising Terhadap Brand Awareness Dan Purchase Intention.” Jurnal Manajemen Dan Kewirausahaan 7(1). doi: 10.26905/jmdk.v7i1.2538.