Pengaruh Brand Ambassador dan Konten Iklan Terhadap Brand Image Serta Dampaknya Terhadap Keputusan Pembelian

Abstract

The purposes of this study were to examine 1) the influence of brand ambassadors on purchasing decisions, 2) the effect of advertising content on purchasing decisions, 3) the influence of brand ambassadors on the brand image of e-commerce, 4) the effect of advertising content on brand image of e-commerce, 5) the effect of brand image on purchasing decisions at e-commerce. This research was conducted on 200 e-commerce users in DKI Jakarta using the SEM method and AMOS tools. The results of this study indicate that brand ambassadors and advertising content do not have a positive and significant effect on purchasing decisions directly, brand ambassadors and advertising content have a positive and significant influence on brand image directly, and brand image has a positive and significant influence on purchasing decisions. Tujuan penelitian ini adalah untuk menginvestigasi 1) pengaruh brand ambassador terhadap keputusan pembelian 2) pengaruh konten iklan terhadap keputusan pembelian, 3) pengaruh brand ambassador terhadap brand image, 4) pengaruh konten iklan terhadap brand image, 5) pengaruh brand image terhadap keputusan pembelian. Penelitian ini dilakukan terhadap 200 orang pengguna ecommerce di DKI Jakarta dengan metode SEM dan alat bantu AMOS. Hasil penelitian ini menunjukkan bahwa brand ambassador dan konten iklan tidak memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian secara langsung, brand ambassador dan konten iklan memiliki pengaruh positif dan signifikan terhadap brand image secara langsung, brand image memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian.

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