The relationship of e-wom, brand ambassador to buying interest, and brand image as mediation variables

Nur, Diana and Ratih, Juliati and Eko, Handayanto (2024) The relationship of e-wom, brand ambassador to buying interest, and brand image as mediation variables. Business Innovation Management and Entrepreneurship Journal (BIMANTARA), 3 (1): 1. pp. 1-14. ISSN 3063-0991

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Abstract

The cosmetics industry in Indonesia continues to develop well, especially with the increasing demand for beauty products. This research was conducted to analyze and prove whether E-WOM and Brand Ambassadors influence Buying Interest with Brand Image as a mediating variable for Wardah cosmetic products at the University of Muhammadiyah Malang. This type of research uses a quantitative approach and uses primary data. Data was collected using a questionnaire of 160 respondents. The gathered data is subsequently analyzed using the Structural Equation Model - Partial Least Square (SEM-PLS) technique. The study's results prove that E-WOM, Brand Ambassador, and Brand Image significantly affect Buying Interest. In contrast, E-WOM and brand ambassadors positively and significantly affect brand image, which acts as a mediator. The Company must leverage these factors to improve its brand image and drive consumer purchasing decisions.

Item Type: Article
Uncontrolled Keywords: Electronic word of mouth, Brand ambassador, Brand image, Buying interest, Brand loyalty, Consumer behavior, Cooperation
Subjects: Administration & Management
Depositing User: Rizki Ismail Hidayat
Date Deposited: 17 Oct 2024 10:35
Last Modified: 17 Oct 2024 10:35
URI: https://karya.brin.go.id/id/eprint/49646

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