PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MELALUI ELECTRONIC WORD OF MOUTH SEBAGAI VARIABEL INTERVENING

Abstract

This research aimed to examine and analyze the effect of brand ambassadors and brand image on the purchasing decisions of the skincare products at Sociolla E-commerce, with electronic word of mouth as an intervening variable. The research was quantitative. Furthermore, the population was customers or users of Sociolla E-commerce who had purchased twice and had known about the skincare  products at Sociolla E-commerce. Moreover, the data collection technique used probability sampling. In line with that, there were 100 respondents as the sample. The data analysis technique used Partial Least Square (PLS) with SmartPLS 3.2.9 version. The result showed that both brand ambassador and brand image did not affect purchasing decisions. However, the brand ambassador, as well as brand image had a positive and significant effect on electronic word of mouth. Likewise, electronic word of mouth had a positive and significant effect on purchasing decisions. Additionally, brand ambassadors had a positive and significant effect on purchasing decisions through electronic word of mouth. Similarly, brand image had a positive and significant on purchasing decisions through electronic word of mouth.