Peran brand image sebagai mediasi pengaruh brand ambassador dan social media marketing terhadap minat beli produk

This research aims to examine the influence of brand ambassadors and social media marketing on purchasing intention and examine the mediating role of brand image on the influence of brand ambassadors and social media marketing on purchasing intention. Using accidental sampling technique, 112 respondents were selected to fill out the questionnaire, the data was analyzed using path analysis. Research reveals that social media marketing and brand ambassadors have been proven to have a positive influence on purchasing intention both directly and mediated by brand image.Penelitian ini bertujuan untuk menguji pengaruh brand ambassador dan social media marketing terhadap minat beli dan menguji peran mediasi brand image pada pengaruh brand ambassador terhadap social media marketing terhadap minat beli. Menggunakan teknik accidental sampling, sebanyak 112 responden dipilih untuk mengisi kuesioner, data dianalisis menggunakan analisis jalur. Penelitian mengungkapkan bahwa social media marketing serta brand ambasador terbukti berpengaruh positif terhadap minat beli baik secara langsung maupun dimediasi oleh brand imag