The Influence Of Brand Ambassador And Brand Image On Purchasing Decisions Through Purchase Interest: A Study Of Marketing Management Literature
Abstract
In the world of advertising and marketing, the phenomenon of using Brand Ambassadors and establishing a Brand Image has an important role in influencing consumers' purchasing interest, thereby impacting their purchasing decisions. This study aims to evaluate how much influence Brand Ambassador and Brand Image have on purchasing decisions through their influence on consumer purchasing interest. This research was carried out using literature search and analysis methods from various sources, including international and national journals, textbooks, theses and dissertations related to Marketing Management. Analysis was carried out based on qualitative and quantitative approaches to get a more comprehensive and in-depth picture of this phenomenon. The research results show that Brand Ambassador and Brand Image have a significant influence on consumers' purchasing interest and ultimately have an impact on their purchasing decisions. Brand Ambassadors with a good reputation and image can increase brand awareness and increase purchasing interest. In addition, a positive Brand Image can influence consumer perceptions of product and service quality, which ends in increased purchasing decisions. This confirms that in marketing strategies, companies need to emphasize the use of appropriate Brand Ambassadors and the formation of a strong Brand Image to increase consumer buying interest and purchasing decisions.
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