The influence of brand image and brand awareness on purchasing decisions is moderated by brand ambassador

Abstract

This study aims to examine the effect of brand image and brand awareness on purchasing decisions moderated by brand ambassadors for Seiko 5 Sports watch products. A sample of 100 respondents and the data were processed using the Smart PLS 3 program. Brand image, brand awareness, and brand ambassadors all had a direct and significant positive effect on purchasing decisions, according to the findings. Brand ambassadors are unable to moderate the impact of brand image and brand awareness on purchasing decisions. This study adds to the body of knowledge/theory about the relationship between brand image, brand awareness, brand ambassadors, and purchasing decisions, as well as presents a novel brand ambassador approach as a moderator of the relationship between variables.