PREDICTION OF BRAND AWARENESS ON PURCHASING DECISIONS: BRAND IMAGE AS MEDIATION

Sudarwati Sudarwati, Rizky Ramadhan Aprian Aditama, Ryan Susanto, Riris Wahyuning Tias

Abstract

This study aims to examine and analyze the effect of brand ambassadors and brand awareness on purchasing decisions and measure the role of brand image as a mediating variable in the influence of brand ambassadors and brand awareness on purchasing decisions on Erigo products. This model involves training variables as supporting variables. This research was applied to consumers of Erigo products in the Greater Solo area, the sample taken amounted to 100 respondents, with sampling using purposive sampling technique. This research was analyzed using Partial Least Square (PLS) with SmartPLS3 software. The results showed that brand ambassadors have a positive and significant effect on brand image. Brand ambassadors have a positive and significant effect on purchasing decisions. Brand awareness has a positive and significant effect on brand image. Brand awareness has a positive and significant effect on purchasing decisions. Brand image has a positive and significant effect on purchasing decisions. Brand ambassadors through brand image mediation have no significant effect on purchasing decisions. And brand awareness through brand image mediation has a positive and significant effect on purchasing decisions.
Keywords: Brand Image, Purchase Decision

Full Text:

PDF

References

Alif Fianto, A. Y., Hadiwidjojo, D., Aisjah, S., & Solimun, S. (2014). The Influence of Brand Image on Purchase Behaviour Through Brand Trust. Business Management and Strategy, 5(2), 58. https://doi.org/10.5296/bms.v5i2.6003

Alireza Naser Sadrabadi, Mahyar Kamali Saraji, M. M. (2018). Evaluating the Role of Brand Ambassadors in Social Media. Journal of Marketing Management and Consumer Behavior, 2(3).

Amalia Probosini, D., Hidayat, N., & Yusuf, M. (2021). Pengaruh Promosi dan Brand Ambassador terhadap Keputusan Pembelian Pengguna Market Place X dengan Brand Image sebagai Variabel Intervening. Jurnal Bisnis, Manajemen, Dan Keuangan, 2(2), 445–458.

Andarista, F., Hariyani, D. S., & Fauzi, R. U. A. (2022). Pengaruh Brand Ambassador Dan Promosi Terhadap Minat Beli Brand Erigo Melalui Brand Image Sebagai Variabel Intervening. Journal of Current Research in Business and Economics, 1(2), 36–44.

Astuti, N. L. G. S. D., Widhyadanta, I. G. D. S. A., & Sari, R. J. (2021). Pengaruh Brand Image Dan Brand Awareness Lazada Terhadap Keputusan Pembelian Online. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 4, 897. https://doi.org/10.24843/eeb.2021.v10.i10.p07

Cresswell, K., Coleman, J., Slee, A., Williams, R., & Sheikh, A. (2013). Investigating and learning lessons from early experiences of implementing ePrescribing systems into NHS hospitals: a questionnaire study. PLoS One, 8(1), e53369.

Fandy Tjiptono. (2014). Pemasaran Jasa: Prinsip, Penerapan, Penelitian. Yogyakarta.

Febrina, M., Sampurno, & Djoharsjah. (2017). Pengaruh Brand Ambassador Dan Hallyu Terhadap Keputusan Konsumen Melakukan Brand Switching dan Implikasinya terhadap Kepuasan Konsumen Kosmetik Di Jakarta. Jurnal Ekonomi, 19(3), 299–313.

Ghadani, A., Muhar, A. M., & Sari, A. I. (2022). Pengaruh brand ambassador dan brand image terhadap keputusan pembelian di shopee dengan mediasi brand awareness. Insight Management Journal, 2(3), 110–118. https://doi.org/10.47065/imj.v2i3.200

Herdana, A. (2016). Analisis pengaruh kesadaran merek (Brand Awareness) pada produk asuransi jiwa Prudential Life Assurance. Jurnal Riset Bisnis Dan Manajemen, 1–16. file:///C:/Users/user/Downloads/7524-14791-1-SM.pdf

Miati, I. (2020). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar). Abiwara : Jurnal Vokasi Administrasi Bisnis, 1(2), 71–83. https://doi.org/10.31334/abiwara.v1i2.795

Muslimin, H., Semmaila, B., & Arfah, A. (2022). Pengaruh Brand Image terhadap Keputusan Pembelian Produk Pisang Goreng Nugger di Kota Makassar Hamzah. Journal of Management, 5(1), 170–176. https://doi.org/10.37531/yume.vxix.456

Naomi, I. P., & Ardhiyansyah, A. (2021). Pengaruh Brand Ambassador Terhadap Brand Image Pada E-Commerce Indonesia. SENMABIS: Conference Series, 1(1), 38–44. https://kc.umn.ac.id/id/eprint/6200

Nufian S Febriani, W. W. A. D. (2018). Teori dan Praktis: Riset Komunikasi Pemasaran Terpadu.

Osak, D. J. (2020). Pengaruh Brand Ambassador dan Tagline terhadap Keputusan Pembelian Online dengan Brand Awareness sebagai Variabel Mediasi pada E-Commerce Shopee (Studi pada Masyarakat di Kecamatan Ambarawa). Repositori Institusi | Universitas Kristen Satya Wacana.

Primolassa, M. S., & Soebiantoro, U. (2022). Pengaruh Brand Ambassador dan Brand Image Terhadap Keputusan Pembelian Produk FreshCare di Banjarmasin Melalui Aplikasi Tokopedia. Ekonomi Dan Bisnis, 2(3), 110–118. https://repo-mhs.ulm.ac.id/handle/123456789/23199

Ryan, R., & Johan, S. (2022). Impact of Influencer Endorsement, Brand Ambassador, Brand Image, and Brand Awareness on Purchase Decision (A Case Study of Erigo Brand). The 6th Internatioal Conference on Family Business and Entrepreneurship, 2020, 486–492.

Sriyanto, A., & Kuncoro, A. W. (2019). Pengaruh brand ambassador, minat beli dan testimoni terhadap keputusan pembelian. Jurnal Ekonomika Dan Manajemen, 8(1), 21–34.

Sterie1, W. G., Massie2, J. D. D., & Soepono, D. (2019). Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Produk Pt. Telesindo Shop Sebagai Distributor Utama Telkomsel Di Manado. Jurnal EMBA, 7(4), 3139–3148.

Sugiyono. (2010). Metode Penelitian Kuantitatif, kualitatif dan R&D (C. Alfabeta (ed.); 10th ed.).

Wedayanti, K. A., & Ardani, I. G. A. K. S. (2020). Peran Brand Image Memediasi Pengaruh Electronic Word of Mouth Dan Brand Awareness Terhadap Niat Beli. E-Jurnal Manajemen Universitas Udayana, 9(6), 2434. https://doi.org/10.24843/ejmunud.2020.v09.i06.p19

Welsa, H., Kurniawan, I. S., & Ma’aruf, F. I. (2022). PENGARUH BRAND AWARENESS TERHADAP CUSTOMER LOYALTY DENGAN BRAND IMAGE DAN RELATIONSHIP QUALITY SEBAGAI VARIABEL INTERVENING (studi kasus konsumen penjualan sangkar burung Ebod Jaya). Jurnal MANAJERIAL, 21(1), 83–94. https://doi.org/10.17509/manajerial.v21i1.46886

Refbacks

  • There are currently no refbacks.