Workdiamond2020

The Effect of Brand Ambassador, Brand Image, and Brand Awareness on Purchase Decision of Pantene Shampoo in Surabaya, Indonesia

Luh Gede Permata Sari Dewi · Natasya Edyanto · Hotlan Siagian

65 citations0/0 files storedSHS Web of Conferences

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

Cosmetics industry growth development in Indonesia was improving up to 20 % or four times compared to national economy growth. The cosmetics industry was one of the leading sectors. Lots of cosmetic industry was using the public figure as their advertisement tool to affect the consumers. The selection of public figures as brand ambassadors to build brand image and brand awareness had the goal of affecting people in their purchase decision. The object in this research was Pantene shampoo. Data collection in the research was done with distributing surveys. The sample in this research was 100 respondents, using a purposing sampling method and using partial least square as a statistic processing tool. Based on the result and analysis, the brand ambassador that Pantene shampoo was using had a significant effect on brand awareness. Brand ambassador Pantene had a significant effect on brand image, brand awareness. Brand ambassador and brand image also had a significant effect on the consumer's purchase decision. This research was meant to contribute to selecting public figures as brand ambassador that was used by the company in producing Pantene shampoo had been suitable with the Surabaya’s people desire.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 65 citations exist upstream.

References

2012The effect of electronic word of mouth on brand image and purchase intention 2015Celebrity endorsement, self-brand connection and consumer-based brand equity 2017Store brands’ purchase intention: Examining the role of perceived quality 2018Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image

Cited by

2023FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN 2022The Influence of Corporate Social Responsibility on Consumer Purchase Intention toward Environmentally Friendly Sneakers 2022The Effect of Brand Ambassador, Website Quality, and E-WOM on Purchase Decision in Shopee E-commerce

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.