PENGARUH BRAND AMBASSADOR, SOCIAL MEDIA MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI

Abstract

Businessmen or product marketers need various ways of promotion so that products are known by
the public and able to influence customers to buy these goods. This research aimed to find out the
effect of brand ambassadors, social media marketing, and online customer review on the product
buying intentions of Menantea, Mulyosari branch Surabaya. The population was customers of
Menantea, Mulyosari branch Surabaya. Moreover, the data collection technique used simple random
sampling. As a number of population was very large and infinite, Lemeshow was applied. In line with
that, there were 98 respondents as the sample. Furthermore, the research was quantitative. The data
were primary. Additionally, the data analysis technique used multiple linear regression.
The result concluded brand ambassadors, social media marketing, and online customer review had a
significantly positive effect on the product buying intentions of Menantea, Mulyosari branch Surabaya.
In addition, the result of the determination coefficient showed that brand ambassadors, social media
marketing, and online customer review affected 59.6% of the product buying intentions. For the rest of
the 40.4% was affected by other variables outside the research.