Pengaruh Brand Ambassador Dan Brand Image Terhadap Purchase Decision Melalui Brand Awareness Sebagai Variabel Intervening Pada Perusahaan Ritel Fesyen Muslim Karita (Studi Pada Mahasiswa FEB Unisma 2019)

Abstract

Abstract

 

This study aims to determine the effect of brand ambassadors and brand image on purchasing decisions through brand awareness as an intervening variable. The population used in this study were Karita consumers, FEB students class of 2019 at the Islamic University of Malang with a total sample of 75 respondents who were taken using a non-probability sampling technique and a purposive sampling method. The results of the study show that brand ambassadors have a significant effect on brand awareness, brand ambassadors also have a significant effect on purchasing decisions, brand awareness has no significant effect on purchasing decisions. Brand image has a significant effect on brand awareness, brand image also has a significant effect on purchasing decisions. However, brand ambassadors have no significant effect on purchasing decisions through brand awareness, brand image also has no significant effect on purchasing decisions through brand awareness. This study uses the SEM (Structural Equation Modeling) data analysis method using SmartPLS 3.2.9 software.

 

Keywords: Brand Ambassador, Brand Image, Purchase Decision, Brand Awareness