Pengaruh Brand Ambassador dan Foreign Branding Terhadap Purchase Intention Safe Care di Kota Bandung

  • Elan Rusnendar Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Informatika dan Bisnis Indonesia
  • Klinton Muliono Sagala Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Informatika dan Bisnis Indonesia
  • Dwita Leoni Iswardani Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Informatika dan Bisnis Indonesia
DOI: https://doi.org/10.37278/eprofit.v6i1.775
Keywords: Brand Ambassador, Foreign Branding, Purchase Intention, Aromatherapy Safe Care Wind Oil

Abstract

This research aims to determine the influence of brand ambassador and foreign branding on purchase intention for Aromatherapy Safe Care in Bandung City, partially or simultaneously. This research was motivated by the lack of interest in purchasing Safe Care which was influenced by several factors such as brand ambassadors who did not represent the product and foreign brand names that were still less than optimal. The population in this study was the people of Bandung City and the number of samples taken was 100 respondents. The results of the determination test on the brand ambassador variable had an influence of 23.9% on purchase intention, foreign branding had an influence of 41.1% on purchase intention, Brand ambassadors and foreign branding have an influence of 54.6% on purchase intention. Based on research results, brand ambassadors and foreign branding influence purchase intention for Wind Aromatherapy Safe Care Oil partially or simultaneously.

Published
2024-04-30
How to Cite
Rusnendar, E., Sagala, K., & Iswardani, D. (2024). Pengaruh Brand Ambassador dan Foreign Branding Terhadap Purchase Intention Safe Care di Kota Bandung. Economics Professional in Action (E-Profit), 6(1), 77-88. https://doi.org/10.37278/eprofit.v6i1.775
Issue
Vol 6 No 1 (2024): Economic Professional in Action (E-PROFIT)
Section
Articles

Copyright (c) 2024 Elan Rusnendar, Klinton Muliono Sagala, Dwita Leoni Iswardani

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