The Influence of the Ambassador Brand on Purchasing Decisions Haus! Bandung, Indonesia

  • Akbar Maulana Sadewa Politeknik Negeri Bandung
DOI: https://doi.org/10.61242/ijabo.23.269
Keywords: Brand Ambassador, Purchasing Decision

Abstract

The purpose of this study was to determine the influence of brand ambassadors on Haus! Bandung. This study used a descriptive survey method by distributing questionnaires via g-form to 110 respondents who had purchased Haus! Bandung. Data processing was carried out using the normality test method, linearity test and simple linear regression analysis. From this processing, the results show that brand ambassadors have a positive and significant influence of 16.7% on purchasing decisions at Haus! Bandung. This value is obtained by looking at the R Square column or the coefficient of determination in the table of simple linear regression analysis results. In addition, there is a weak correlation between the two variables, with a correlation coefficient of 0.409. This value indicates the relationship between brand ambassadors and purchasing decisions is included in the weak category because it is in the range of 0.21-0.40.

References

Anisyahrini, R., & Bajari, A. (2019). Strategi Komunikasi Pemasaran Pengelola Clothing Line di Instagram. PRofesi Humas Jurnal Ilmiah Ilmu Hubungan Masyarakat, 3(2), 237. https://doi.org/10.24198/prh.v3i2.18920

Cahyono, A. S. (2020). Pengaruh Media Sosial Terhadap Perubahan Sosial Masyarakat Di Indonesia. 1–18.

Chaniago, Harmon., Muharam, Hari., Efawati, Yen. (2023). Metode Riset Bisnis dan Permodelan. Bandung: Edukasi Riset Digital, PT

Chaniago, H., Sayuti, M., & Abdul. (2022). The Impact of Social Media Use on Student Entrepreneurship Intention and Implementation: Evidence from Indonesia. Journal of Asian Finance, 9(2), 371–0382. https://doi.org/10.13106/jafeb.2022.vol9.no2.0371

Ferica, S., & Parlindungan, D. R. (2020). Pemanfaatan Media Sosial Instagram Sebagai Strategi Komunikasi Pemasaran Pada Online Shop @ diet _ inget _ irwan. KALBISOCIO Jurnal Bisnis Dan Komunikasi, 7(2), 53–58. http://ojs.kalbis.ac.id/index.php/kalbisocio/article/view/149

Hafidz, M. Y., Nurhidayah, & Khalikussabir. (2018). engaruh Brand Ambasador Dan Kesadaran Merek Terhadap Keputusan Pembelian Di Tokopedia (Studi kasus Mahasiswa Fakultas Ekonomi dan Bisnis Unisma angkatan 2019). Pengaruh Brand Ambasador Dan Kesadaran Merek Terhadap Keputusan Pembelian Di Tokopedia (Studi Kasus Mahasiswa Fakultas Ekonomi Dan Bisnis Unisma Angkatan 2019), 12(01), 510–518.

Harmon Chaniago and Yen Efawati. (2022). The implementation of integrated marketing communication on retail business: Moslem consumers' perceptions. International Journal of Business and Globalisation, Vol. 30, No. 2. pp 187-206. https://doi.org/10.1504/IJBG.2022.122664

Hasim, P. A. (2021). Strategi Komunikasi Pemasaran Scoop Dan Skoop Dalam Membangun Brand Image. 2(1), 1–13.

Karim, A. (2019). Pengaruh Tagline Iklan Versi “Axis Hits Bonus” Dan Brand Ambassador Terhadap Brand Awareness Kartu Axis (Studi Pada Mahasiswa STIE Amkop Makassar). Movere Journal, 1(1), 1–13. https://doi.org/10.53654/mv.v1i1.28

Nurhamidah, I. A. (2020). International Journal Administration , Business & Organization. International Journal Administration, Business & Organization, 1(3), 47–53.

Ramadhany, A. P., & Nopebrianti, N. (2022). The Effect of Promotion on Consumer Purchase Decisions for GrabFood (Study in The City of Tasikmalaya). International Journal Administration, Business and Organization (IJABO) |, 3(1), 7–18. https://ijabo.a3i.or.id

Rinayanthi, N. M. (2023). Dampak Media Sosial Instagram Pada Kawasan Smart Heritage Market Pasar Badung. 5(1), 76–83.

Zikrurrahman, F., Naufal, R. M., & Chaniago, H. (2021). The Effect of Product Completeness and Pricing on Consumer Purchase Decisions at Nano Stores During the COVID-19 Pandemic in Bandung Regency, Indonesia. Pengaruh Kelengkapan Produk dan Penetapan Harga terhadap Keputusan Pembelian Konsumen pada Nano Store . International Journal Administration, Business and Organization (IJABO) |, 2(1), 1–7. https://ijabo.a3i.or.id

Published
2023-12-30
How to Cite
Sadewa, A. M. (2023). The Influence of the Ambassador Brand on Purchasing Decisions Haus! Bandung, Indonesia. International Journal Administration, Business & Organization, 4(3), 1-8. https://doi.org/10.61242/ijabo.23.269
Issue
Vol. 4 No. 3 (2023): IJABO
Section
Research Articles

Copyright (c) 2023 Akbar Maulana Sadewa

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Copyright Notice

Authors retain copyright to their articles, excluding any third-party images and other material that are subject to copyright by their respective owners.

By submitting the manuscript to the International Journal Administration, Business & Organization (IJABO), the author agrees to this policy.  No special document approval is required.

  1. All the author(s) agree the above article for publication in the Journal «International Journal Administration, Business & Organization (IJABO)».
  2. The above-mentioned article is the author(s)’ original work and has not been published before and is not currently under consideration for publication elsewhere.
  3. All the author(s) agree with the journal’s «International Journal Administration, Business & Organization (IJABO)»  
  4. The Article was not submitted for review to another journal while under review by this journal and will not be submitted to any other journal.
  5. I/we have given final approval of the submitted manuscript.
  6. The Article contain no libelous or other unlawful statements and do not contain any materials that violate any personal or proprietary rights of any other person or entity.
  7. The author(s) no conflict of interest that may affect the integrity and the validity of the findings presented in it.
  8. I/we have obtained written permission from copyright owners for any excerpts from copyrighted works that are included and have credited the sources in the Article.
  9. If I/we am using any personal details or images of patients, research subjects or other individuals, I have obtained all consents required by applicable law and complied with the publisher’s policies relating to the use of such images or personal information.
  10. All Authors are aware that they can deposit (self-archive) (a) submitted article, (b) accepted for publication article or (c) the final published version of the article in any suitable source (e.g., institutional or other specialized repositories, personal websites, etc.) without embargo period. In case of self-archiving authors should also acknowledge the Publisher and the Publication and deposit an URL to the article (if available).

Licence

International Journal Administration, Business & Organization (IJABO) is published under the terms of the Creative Commons Attribution- ShareAlike 4.0 Internasional license (CC BY-SA 4.0). This license permits anyone to:.

Sharing - copy and redistribute this material in any form or format;
Adaptation - modify, modify, and make derivative works of this material for any purpose.

Attribution - You must include the appropriate name, include a link to the license, and state that changes have been made. You may do this in a manner that is appropriate, but not implying that the licensor endorses you or your use.

Share Alike - If you compose, modify, or make derivative works of this material, you must distribute your contributions under the same license as the original material.