Journal Of Management Science (JMAS)
Vol 6 No 2 (2023): April: Management Science and Field

The influence of brand ambassadors and brand image on the intention to buy food products

Dede Suleman (Universitas Pembangunan Jaya, Indonesia)
Yulia Nur Hasanah (Universitas Telkom, Indonesia)
Sabil Sabil (Universitas Bina Sarana Informatika, Indonesia)
Devy Sofyanty (Universitas Bina Sarana Informatika, Indonesia)
Rachmat Sjarief (Universitas Pembangunan Jaya, Indonesia)
Fendi saputra (Universitas Pembangunan Jaya, Indonesia)

Article Info

Publish Date
15 Apr 2023

Abstract

The important role of digital era consumers in making the buying process is quite different from before. Therefore, it is necessary to do research on the effect of Brand Ambassadors and brand image on Purchase Intention to purchase frozen food. The population in this study is people who live in South Tangerang with a sampling technique in the form of purposive sampling of 120 respondents. This study uses AMOS SEM data analysis techniques. The results of this study say that brand ambassadors and brand image have an effect on consumer buying interest and brand image is the factor that has the greatest influence on consumer buying interest.

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Journal Info
Journal Of Management Science (JMAS)
Website

Abbrev

JMAS

Publisher

Institute Of Computer Science

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Ilmu Manajemen (JMAS) menawarkan analisis yang luas dan luas dari semua permukaan manajemen dan sains. Diterbitkan empat kali per tahun, ini memberikan penekanan pada kemahiran universal dalam metode vital, teknik, dan bidang penelitian. menyajikan kesempatan bagi pembaca untuk berbagi saling ...