The influence of brand ambassadors and brand image on the intention to buy food products

  • Dede Suleman Universitas Pembangunan Jaya, Indonesia
  • Yulia Nur Hasanah Universitas Telkom, Indonesia
  • Sabil Sabil Universitas Bina Sarana Informatika, Indonesia
  • Devy Sofyanty Universitas Bina Sarana Informatika, Indonesia
  • Rachmat Sjarief Universitas Pembangunan Jaya, Indonesia
  • Fendi saputra Universitas Pembangunan Jaya, Indonesia
Keywords: Brand Ambassadors, Brand Image, Digital 4.0, Intention to Buy

Abstract

The important role of digital era consumers in making the buying process is quite different from before. Therefore, it is necessary to do research on the effect of Brand Ambassadors and brand image on Purchase Intention to purchase frozen food. The population in this study is people who live in South Tangerang with a sampling technique in the form of purposive sampling of 120 respondents. This study uses AMOS SEM data analysis techniques. The results of this study say that brand ambassadors and brand image have an effect on consumer buying interest and brand image is the factor that has the greatest influence on consumer buying interest.

Downloads

Download data is not yet available.

References

Ahmad et al. (2020). Pengaruh Citra Merek Terhadap Minat Beli Produk Oriflame Di Kota Manado. Jurnal Administrasi Bisnis, 10(1), 25–31. http://www.topbrand-award.com

Ahmad, S. T. (2020). Manajemen Mutu Terpadu. Nas Media Pustaka.

Bonde, F., Juanna, A., & Ismail, Y. (2022). Pengaruh Endorsement Terhadap Brang Image Scarlett Whitening Pada Media Sosial Instagram. Jurnal Ilmiah Manajemen Dan Bisnis, 5(1), 315–321. http://ejurnal.ung.ac.id/index.php/JIMB

Fatmaningrum, R. S., & et al. (2020). Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Minuman Frestea. Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi , 4(1), 1–13. https://journal.stiemb.ac.id/index.php/mea/article/view/270

Fauziah, N., Mubarok, A., & Abdul, D. (2019). Pengaruh Citra Merek Terhadap Minat Beli : Studi Pada Produk Kecantikan. Image : Jurnal Riset Manajemen, 8(1), 37–44. https://doi.org/10.17509/image.v8i1.22686

Ferdinand, A. (2018). Metode penelitian manajemen. Universitas Diponegoro.

Hanapi, M., & Sriyanto, A. (2018). PENGARUH BRAND AMBASSADOR, MINAT BELI, DAN TESTIMONI TERHADAP KEPUTUSAN PEMBELIAN. Financial Marketing Operational Human Resources, April.

Harahap, R. A., & Lutfi, H. (2020). Pengaruh Promosi Penjualan Terhadap Keputusan Pembelian Produk Indihome (Studi Kasus Telkom Cijawura Tahun 2020). EProceedings of Applied Science, 6(2).

Herawaty, M. T., Rahman, A., Rohimah, L., Taruna, H. I., Dwi, E., & Suleman, D. (2022). The Influence of Service Quality and Price on Alfamart Consumer Loyalty with Customer Satisfaction As Mediation Variables. 03, 246–257.

Ilmi, S., Pawenang, S., & Marwati, F. S. (2020). Pengaruh Choi Siwon Sebagai Brand Ambassador, Brand Image, dan Cita Rasa Terhadap Keputusan Pembelian Mie Sedaap Korean Spicy Chicken. Jurnal Ilmiah Edunomika, 4(01), 103–113. https://doi.org/10.29040/jie.v4i01.822

Kartajaya, H., & Marketeers, T. R. (2018). CITIZEN 4.0: Menjejakkan Prinsip-Prinsip Pemasaran Humanis di Era Digital. Gramedia Pustaka Utama.

Kotler, P. (2017). Marketing for Competitiveness. World Scientific Publishing Co. Pte Ltd.

Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 4.0: Moving From Traditional To Digital. In Gramedia. PT. Gramedia Pustaka Utama. https://doi.org/10.1142/9789813275478_0004

Masyita, D. A., & Yuliati, A. L. (2017). Pengaruh brand ambassador dian sastrowardoyo terhadap brand image produk makeup L’OREAL PARIS (studi pada konsumen L’OREAL kota BANDUNG). Jurnal Riset Akuntansi Mercu Buana, 3(1), 41. https://doi.org/10.26486/jramb.v3i1.408

Nurhayaty, E., Suleman, D., Puspasari, A., Zahra, Z., Herawati, N., Yuniarti, P., & Rahadjeng, I. R. (2021). Determinants of consumer decisions in shopping for food through online applications. International Journal of Data and Network Science, 5(4), 495–500. https://doi.org/10.5267/j.ijdns.2021.9.001

Ramlawati, R., & Lusyana, E. (2020). Pengaruh Celebrity Endorsement dan Citra Merek terhadap Minat Beli Produk Kecantikan Wardah pada Mahasiswi HPMM Cabang Maiwa DI Makassar. MANOR: Jurnal Manajemen Dan Organisasi Review, 2(1), 65–75.

Reyes-Mercado, P., Karthik, M., Mishra, R. K., & Rajagopal. (2017). Drivers of consumer attitudes towards online shopping in the Indian market: Analysis through an extended TAM model. International Journal of Business Innovation and Research, 13(3), 326–343. https://doi.org/10.1504/IJBIR.2017.10005068

Rusiyati, S., Suleman, D., Riftiasari, D., Suharyadi, D., Marwansyah, S., Sabil, S., Bina, U., Informatika, S., Bina, U., Informatika, S., Bina, U., Informatika, S., Bina, U., Informatika, S., Bina, U., & Informatika, S. (2021). HOW ENJOYMENT , TRUST IN INTENTION WHEN CHOOSING A. 2(4), 551–560.

Suleman, D. (2022). Manajemen Pemasaran di Era Digital (Konsep dan Strategi). Insan Cendekia Mandiri.

Suleman, D., Ali, H., Nusraningrum, D., & Ali, M. M. (2020a). Consumer Behaviour in the Marketing 4.0 Era Regarding Decisions about Where to Shop. International Journal of Innovation, Creativity and Change, 13(7), Pp : 444-456. https://www.ijicc.net/images/vol_13/Iss_7/13763_Suleman_2020_E_R.pdf

Suleman, D., Ali, H., Nusraningrum, D., & Ali, M. M. (2020b). Faktor konsumen dalam memilih tempat belanja di Era 4.0. At-Tijaroh, 6(1), Pp : 37-44.

Winardi. (2019). Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Citra Merek terhadap Minat Beli Ulang pada Sepatu Nike Running di Semarang melalui Kepuasan Pelanggan sebagai Variabel Intervening. Diponegoro Journal of Management, 6(1), 1–12. http://ejournal-s1.undip.ac.id/index.php/management

Wulandari, C. (2019). Pengaruh brand ambassador terhadap keputusan pembelian smartphone Oppo F3 di Samarinda. Jurnal Ilmu Manajemen Mulawarman, 3(4), 1–15. http://journal.feb.unmul.ac.id/index.php/JIMM/article/view/2376/829

Published
2023-04-15
How to Cite
Suleman, D., Hasanah, Y. N., Sabil, S., Sofyanty, D., Sjarief, R., & saputra, F. (2023). The influence of brand ambassadors and brand image on the intention to buy food products. Journal of Management Science (JMAS), 6(2), 206-210. https://doi.org/10.35335/jmas.v6i2.226