The Influence Of Brand Ambassador And Social Media Marketing On Purchase Intention Mediated By Brand Image: Denny Sumargo As 'Ceo' Of Lion Parcel.

Abstract

This research aims to identify the effect of brand ambassador and social media marketing on purchase intention through brand image. The sample for this study was composed of 500 respondents. The data analysis method used is Partial Least Square (PLS) with SmartPLS 4.0 software. The results of this study indicate that 1) brand ambassador has a significant effect on purchase intention 2) social media marketing has a significant effect on purchase intention 3) brand ambassador has a significant effect on brand image 4) social media marketing has a significant effect on brand image 5) brand image has a significant effect on purchase intention 6) brand ambassador has a significant effect on purchase intention through brand image 7) social media marketing has a significant effect on purchase intention through brand image.