International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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The Effect of Brand Ambassador, Social Media Marketing, and E-WOM on Purchase Decision: The Role of Brand Image as a Mediating Variable

Author(s) Odilia Audy Claresta, Budi Suprapto
Country Indonesia
Abstract This study aims to determine the influence of brand ambassador, social media marketing, and E-WOM on the purchase decision of Tos Tos snack products, considering brand image as a mediating variable. The research method used in this study is a quantitative method with data collection techniques using google forms. A total of 264 respondents were collected using purposive sampling. The criteria for respondents set are in the millenial or Gen Z generation, knowing that NCT Dream is the brand ambassador for Tos Tos snack, and have purchased Tos Tos snack at least 3 months ago. This study uses SmartPLS statistical analysis tools to process the data. The results showed that brand ambassador and social media marketing have a positive and significant effect on brand image; E-WOM has a positive but insignificant effect on brand image; brand image has a positive but insignificant effect on purchase decision; brand ambassador, social media marketing, and E-WOM have a positive but insignificant effect on purchase decision with brand image as a mediating variable; brand ambassador has a positive but insignificant effect on purchase decision; and social media marketing and E-WOM have a positive and significant effect on purchase decision.
Keywords Brand Ambassador, Social Media Marketing, E-WOM, Brand Image, Purchase Decision
Field Sociology > Administration / Law / Management
Published In Volume 7, Issue 1, January-February 2025
Published On 2025-01-05
DOI https://doi.org/10.36948/ijfmr.2025.v07i01.33692
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E-ISSN 2582-2160
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