The Influence of Brand Ambassador and Promotion on Purchase Intention through Brand Image as an Intervening Variable on Tokopedia E-Commerce
DOI:
https://doi.org/10.47747/fmiic.vi2.2950Abstract
The development of the internet provides innovation in the form of digital marketing which is the company's process of conducting business activities electronically or e-commerce. Some e-commerce is influenced by popular trendsetters so that they become brand ambassadors to attract consumers in the promotion process and can build a brand image of a company in the eyes of the public. The purpose of this study is to test and analyze the influence of brand ambassadors and promotions directly or indirectly on purchase intention through brand image on Tokopedia e-commerce. This study uses data analysis methods using PLS-SEM, measuremment tests and structural model tests to determine the influence between each construct on the study. The results showed that there was a positive and significant influence on brand ambassadors and promotions directly or indirectly on purchase intention through brand image on Tokopedia e-commerce.
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