Analisis Brand Ambassador dan Brand Image terhadap Minat Beli pada Smartphone di Kota Sukabumi (Survey Kepada Masyarakat yang Belum Menggunakan Iphone di Kota Sukabumi)

Riki Subagja, Asep Muhammad Ramdan, Faizal Mulia Z

Abstract


The purpose of this study was to examine how brand ambassadors and brand image influence the purchase intention of individuals who currently do not own an iPhone in Sukabumi City. This study used a quantitative approach with descriptive methods. Information was collected using a survey. This study focused on individuals who do not use an iPhone in Sukabumi City. This study used probability sampling to select 165 participants, the number of which was determined based on the theory of Hair et al. (2022), namely multiplying the number of indicators by 5. Data analysis used multiple linear regression using SPSS 30 software. The research findings indicate that Brand Ambassadors and Brand Image have a strong and positive influence on consumer interest in purchasing products. The analysis of the Coefficient of Determination shows that some of the variance in Purchase Intention can be accounted for by these two independent variables, although there are other factors not considered in this study.

Keywords


Brand Ambassador, Brand Image, Minat Beli

Full Text:

PDF

References


Agustini, M. P., Komariah, K., Mulia, F., 2022. Analisis Interaksi Sosial Konten Marketing dan Influencer Marketing Terhadap Minat Beli Produk Kosmetik (Survey pada Konsumen Produk Dear Me Beauty di Kota Sukabumi). Management Studies and Entrepreneurship Journal, 3(3), 1601–1610.

Allay, R., Fadili, D., 2023. Minat Beli Smartphone Realme di Karawang Ditinjau dari Citra Merek dan Harga. Journal of Economic, Management, Accounting and Technology. 6(1). 1-9. DOI:10.32500/jematech.v6i1.1976

Ardani, S. S., Khairani, R., Alfaiz, D. N., Nofirda, F. A., 2024. Analisis Pengalaman Konsumen, Kepercayaan Konsumen, Kualitas Produk terhadap Perilaku Konsumen pada TikTok Shop. Jurnal Pendidikan Tambusai, 8(1), 2913–2919. https://doi.org/10.31004/jptam.v8i1.12821

Baitipur, M., Pujiastuti, E., Annisa, Q., 2023. Pengaruh Perilaku Konsumen Terhadap Minat Belanja Online Shop. Journal Accounting International Mount Hope. 2(1). 1-12. DOI:10.61696/jaimo.v2i1.168

Dheo, Z., 2023. Pengaruh Gaya Hidup dan Kualitas Produk terhadap Keputusan Mahasiswa di Kota Malang Membeli Handphone Merek iPhone dengan Brand Image sebagai Variabel Intervening. Jurnal Ilmiah Administrasi Bisnis dan Inovasi. 7(2). 177-190. DOI:10.25139/jiabi.v7i2.6593

Dini, S. L., Nofranita, W., Sari, L. F., 2023. Brand Ambassador dan Brand Image pada Minat Beli Konsumen (Studi Kasus Pengguna Smartphone Samsung di Kota Padang, Ensiklopedia of Journal, 5(3), 294-300

Hair, J., Hult, G. T. M., Ringle, C., Sarstedt, M., 2022. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).

Hendayana, Y., Afifah, N., 2021. Pengaruh Brand Ambassador dan Korean Wave Terhadap Minat Belanja Online Melalui Marketplace Tokopedia. Kinerja. 3(1). 32-46. DOI:10.34005/kinerja.v3i1.1285

Homer, V. N., Ferdinand, A. T., 2023. Analisis Pengaruh Kredibilitas Endorser Terhadap Minat Beli dengan Kredibilitas Merek sebagai Variabel Intervening (Studi pada Produk smartphone Vivo di Kota Semarang). Diponegoro Journal of Management, 12(2). 1-14

Naumi, M., Hidayat, C. W., Sarwoko, E., 2023. Peran Brand Image sebagai Mediasi Pengaruh Brand Ambassador dan Social Media Marketing Terhadap Minat Beli Produk. MBR (Management and Business Review), 7(2), 194–203. https://doi.org/10.21067/mbr.v7i2.9044

Perdana, R. E., Komariah, K., Mulia, F., 2020. Analisis Citra Merek dan Kepercayaan Merek terhadap Loyalitas Pelanggan pada PD. Ikram Nusa Persada Kota Sukabumi. Journal of Management and Bussines (JOMB), 2(1), 58–69. DOI: https://doi.org/10.31539/jomb.v2i1.1216

Permana, I. A., Ramdan, A. M., Mulia, F., 2019, Kekuatan Keunikan Produk dan Word of Mouth Terhadap Keputusan Pembelian, Journal of Management and Bussines (JOMB), 1(1), 181-191

Salsabilla, T., Jemadi. 2025. Pengaruh Brand Image dan Inovasi Produk Terhadap Loyalitas Konsumen Smartphone Iphone: Studi pada Mahasiswa di Kab. Sleman. Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis, 2(2), 17–30. https://doi.org/10.61132/prosemnasimkb.v2i2.176

Sandradewi, M. D. P, Nurlinda, R.A., 2024. Pengaruh Brand Image, Kualitas Produk dan Brand Ambassador Terhadap Keputusan Pembelian. Jurnal Bisnis, Manajemen, dan Ekonomi. 5(1), 50–68

Siregar, M. A., Saragih, N. M., 2023. Pengaruh Gaya Hidup, Harga, dan Citra Merek Terhadap Keputusan Pembelian Smartphonemerek Iphone (Studi Kasus Pada Mahasiswa Universitas Potensi Utama Medan). Journal of Creative Student Reserch (JCSR), 1(1), 392-401. DOI:10.55606/jcsrpolitama.v1i1.1167

Zulaikah, Z., Fachri, A., 2024. Pengaruh Marketing Public Relation Terhadap Loyalitas Pelanggan E-Commerce Tokopedia. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 3(3), 1063–1065. https://doi.org/10.56799/ekoma.v3i3.3223




DOI: http://dx.doi.org/10.33087/ekonomis.v10i2.2395

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Ekonomis: Journal of Economics and Business Published by Lembaga Penelitian dan Pengabdian kepada Masyarakat
Adress: LPPM Universitas Batanghari, Jl.Slamet Ryadi, Broni-Jambi, Kec.Telanaipura, Kodepos: 36122, email: ekonomis.unbari@gmail.com, Phone: 0741-670700

Creative Commons License This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.