PERAN BRAND AMBASSADOR TERHADAP MINAT BELI MELALUI BRAND AWARENESS

Abstract

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. Keywords: brand ambassador, purchase intention, brand awareness. ABSTRAK Pentingnya kesadaran merek pada produk smartphone android tentunya dapat mendongkrak minat beli konsumen terlebih melalui brand ambassador akan mampu mengkomunikasikan nilai-nilai merek atau produk tersebut secara efektif kepada target pasar, kekuatan brand ambassador diduga dapat memberikan pengaruh yang mampu meningkatkan kepercayaan. Tujuan penelitian ini adalah untuk melihat pengaruh brand ambassador terhadap minat beli melalui brand awareness . Metode penelitian menggunakan pendekatan kuantitatif melalui survey dilakukan kepada 110 pengguna smartphone Android yang baru melakukan pembelian kurang dari 1 tahun. Alat analisis yang digunakan dalam penelitian ini adalah analisis SEM dengan brand ambassador sebagai variabel bebas, brand awareness dan minat beli sebagai variabel terikat. Hasil penelitian ini menunjukkan bahwa brand ambassador berpengaruh langsung terhadap brand awareness dan minat beli, dan brand awareness berpengaruh terhadap minat beli. Oleh karena itu, semakin baik strategi brand ambassador yang meliputi visibility, credibility, attraction, dan power akan meningkatkan awarenees yang berdampak pada peningkatan minat beli konsumen smartphone android di Tasikmalaya. Kata Kunci: brand ambassador, minat beli, brand awareness.