PERAN BRAND AMBASSADOR TERHADAP MINAT BELI MELALUI BRAND AWARENESS

Abstract

The importance of brand awareness on android smartphone products can certainly boost consumer buying interest especially through brand ambassadors who will be able to communicate the values of the brand or product effectively to the target market, the strength of the brand ambassador is thought to have an influence that can increase trust. The purpose of this study was to see the influence of brand ambassadors on purchase intention through brand awareness. The survey was conducted on 110 Android smartphone users who have just made purchases for less than 1 year. The analytical tool used in this research is SEM analysis with brand ambassador as the independent variable, brand awareness and purchase intention as the dependent variable. The results of this study indicate that brand ambassadors have a direct effect on brand awareness and purchase interest, and brand awareness has an effect on purchase intention. Therefore, the better the brand ambassador strategy which includes visibility, credibility, attraction, and power will increase awareness which has an impact on increasing consumer buying interest in Android smartphones in Tasikmalaya.