Peran Citra Merek Memediasi Pengaruh Brand Ambassador Terhadap Niat Beli Produk

The purpose of this study is to analyze the influence of Brand ambassadors on Purchase Intent with Brand Image as a mediating variable. This research was conducted in Denpasar City, the sampling technique used in this study was non probability sampling and the number of samples used was as many as 100 people. Data collection was obtained from the results of questionnaire distribution. The analysis techniques used are classical assumption tests, path analysis, and sobel tests and VAF tests. The results showed that Brand ambassadors have a positive and significant effect on Purchase Intention. Brand ambassadors have a positive and significant influence on Brand Image. Brand Image has a positive and significant effect on Purchase Intention. Brand ambassadors have a positive and significant influence on Brand Image. Brand Image has a positive and significant effect on Purchase Intent. Brand Image is a partially mediating variable of influence between brand ambassadors on purchase intent. Brand ambassador and Brand Image can significantly increase Purchase Intent in potential customers. The theoretical implications of the results of this study provide evidence for the development of marketing management science, especially regarding brand ambassadors, brand image and purchase intention which is able to empirically prove the theory used in this study refers to the theory of consumer behavior. Practical Implications This research is expected to be taken into consideration and input for Lemonilo's management in marketing its products by considering Brand ambassadors.