THE INFLUENCE OF BRAND AMBASSADOR IN SHAPING BRAND IMAGE IN DRIVING CONSUMER PURCHASE INTENTIONS (STUDY ON SCARLETT WHITENING BRAND)

Pakpahan, Leonardus Andre Nugroho (2024) THE INFLUENCE OF BRAND AMBASSADOR IN SHAPING BRAND IMAGE IN DRIVING CONSUMER PURCHASE INTENTIONS (STUDY ON SCARLETT WHITENING BRAND). S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

Preview	Text (Leonardus Andre Nugroho Pakpahan) 201225557_Chap 0.pdf Download (558kB) | Preview
Preview	Text 201225557_Chap 1.pdf Download (402kB) | Preview
Preview	Text 201225557_Chap 2.pdf Download (455kB) | Preview
	Text 201225557_Chap 3.pdf Restricted to Registered users only Download (514kB)
Preview	Text 201225557_Chap 4.pdf Download (511kB) | Preview
Preview	Text 201225557_Chap 5.pdf Download (2MB) | Preview

Abstract

This study delves into "The Influence of Brand Ambassador in Shaping Brand Image in Driving Consumer Purchase Intentions," focusing on Scarlett Whitening brand. Through a quantitative research methodology, the relationships between variables such as Brand Ambassador (Credibility, Specialty, Attractiveness and Congruence), Brand Image, and Purchase Intention are examined using statistical tests and data gathered from distributed questionnaires. An online survey was conducted using a 5-point Likert scale questionnaire to collect data from 200 participants. The data was further analyzed with Structural Equation Modeling - Partial Least Squares. The findings suggest that congruence in brand ambassadors in the brand might impact the image of the brand, besides that the credibility and specialty of the brand ambassadors can influence the intention people to making a purchase. However based on this study the credibility, specialty and attractiveness did not influence the brand image. Additionally the attractiveness and congruence of the brand ambassador also did not influence the intention people to making a purchase and brand image did not mediating the brand ambassador toward the purchase intention. The objective of the study is to identify the complex relationships between these elements and investigate the function of brand image as a mediator in the link between purchase intention and brand ambassador. By investigating the impact of brand ambassadors on consumer

Actions (login required)

View Item