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

Marcella Gunawan


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.


brand ambassador;customer attitude;purchase intention


Ajzen, I., & Fishbein, M. (2000). Attitudes and the Attitude-Behavior Relation: Reasoned and Automatic Processes. European Review of Social Psychology, 11(1), 1–33.

Balabanis, G. (2018). Best paper award “ Under the influence of a blogger . The role of information seeking goals and issue involvement ” Under the influence of a blogger . The role of information seeking goals and issue involvement . Professor of Marketing at Cass Business Sc. November.

Bandura, A. (1981). a1981Mb16700001. 34, 1981.

Bergkvist, L., Hjalmarson, H., & Mägi, A. W. (2016). A new model of how celebrity endorsements work: Attitude toward the endorsement as a mediator of celebrity source and endorsement effects. International Journal of Advertising, 35(2), 171–184.

De Veirman, M., Cauberghe, V. and Hudders, L. (2017). No TitleMarketing through instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, Taylor & Francis, 36(5), 798–828.

De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91.

Eagly, A. H., & Chaiken, S. (1998). The Handbook of Social Psychology. Oxford Univeristy Press, 4th, 269–322.

Fabrigar, L. R., MacDonal, T. K., & Wegener, D. T. (2005). The Handbook of Attitudes The Matrix of Attitude-Relevant Influences.

Ferdinand, A. T. (2006). Pedoman Penelitian untuk Penulisan skripsi, Tesis, dan disertasi Ilmu Manajemen. Semarang : Badan Penerbit Universitas Diponegoro.

Gillin, P. (2009). The New Influencers: A Marketer’s Guide to the New Social Media. Quill Driver Books.

Gong, W., & Li, X. (2019). Microblogging reactions to celebrity endorsement: effects of parasocial relationship and source factors. Chinese Journal of Communication, 12(2), 187–205.

Kazandzhieva, V., & Filipova, H. (2019). Customer attitudes toward robots in travel, tourism, and hospitality: A conceptual framework. Robots, Artificial Intelligence and Service Automation in Travel, Tourism and Hospitality, 79–92.

Kim, S., Han, J., Yoo, S., & Gerla, M. (2017). How are social influencers connected in instagram? In International Conference on Social Informatics.

Lang, C., & Joyner Armstrong, C. M. (2018). Collaborative consumption: The influence of fashion leadership, need for uniqueness, and materialism on female consumers’ adoption of clothing renting and swapping. Sustainable Production and Consumption, 13(November), 37–47.

Liu, M. T., Liu, Y., & Zhang, L. L. (2019). Vlog and brand evaluations: the influence of parasocial interaction. Asia Pacific Journal of Marketing and Logistics, 31(2), 419–436.

Makgosa, R. (2010). The influence of vicarious role models on purchase intentions of Botswana teenagers. Young Consumers, 11(4), 307–319.

Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A Study of Factors Affecting on Customers Purchase Intention Case Study : the Agencies of Bono Brand Tile in Tehran. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1), 267–273.

Saad, S., Shah, H., Aziz, J., Jaffari, A., Waris, S., & Ejaz, W. (2012). The Impact of Brands on Consumer Purchase Intentions. 4(2), 105–110.


  • There are currently no refbacks.