PENGARUH BRAND AMBASSADOR TERHADAP INTENTION TO BUY DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA SHAMPO HEAD AND SHOULDERS

Luis Yohanis Tabelak(1*),


(1) 
(*) Corresponding Author

Abstract


Di era globalisasi dan persaingan dagang yang sangat ketat membuat produk shampo yang di indonesia harus menggunakan strategi pemasaran untuk menarik konsumen. Salah satunya dengan menggunakan brand ambassador yang mempunyai image yang baik di indonesia. Peran brand ambassador ,brand image ini sangat membantu untuk memutuskan intention to buy konsumen dalam membeli produk yang dipromosikan. Penelitian ini bertujuan  untuk mengetahui pengaruh brand ambassador terhadap intention to buy dengan brand image sebagai variabel intervening pada shampoo head and shoulders. Penelitian ini dilakukan dengan menyebarkan survey online menggunakan kuesioner dengan responden 144 responden, dan berhasil mendapatkan 130 responden yang memenuhi kriteria penelitian. Responden ini adalah orang orang yang pernah menggunakan shampo head and shoulders dalam kurun waktu bulan Februari 2023 hingga Mei 2023. Analisis data dilakukan menggunakan partial least square untuk mengetahui hasil analisis deskriptif dan pengujian hipotesis. Hasil penelitian untuk menunjukan hubungan yang sangat signifikan antara brand ambassador,intention to buy terhadap brand image  sebagai intervening variabel

Keywords


Brand Ambassador,Intention To Buy ,Brand Image

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