Peran mediasi customer attitude atas pengaruh brand ambassador terhadap purchase intention produk Gucci

Marcella Gunawan

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh brand ambassador terhadap purchase intention calon pelanggan Gucci yang di mediasi oleh customer attitude. Metode penelitian ini menggunakan kuantitatif dengan jumlah 170 responden. Teknik analisis data menggunakan metode path analisis. Hasil penelitian membuktikan bahwa brand ambassador berpengaruh secara signifikan terhadap customer attitude, customer attitude berpengaruh secara signifikan terhadap purchase intention, brand ambassador berpengaruh secara signifikan purchase intention, dan tedapat peran mediasi customer attitude pada pengaruh brand ambassador terhadap purchase intention.


Keywords


brand ambassador;customer attitude;purchase intention

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