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August 6, 2025

The Influence of Brand Ambassador and Promotion on Purchase Intention through Brand Image as an Intervening Variable on Tokopedia E-Commerce

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Authors

CPChrisdy William PattipeilohyUniversitas Gajayana MalangDRDeshinta Dwi RachmawatiUniversitas Gajayana MalangEHErnani HadiyatiUniversitas Gajayana Malang

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Implication

Surveys reveal brand ambassadors and promotions significantly influence purchase intention in e-commerce, indicating brand image is crucial.

Key Points

  • MAIN FINDING: Brand ambassadors and promotions positively impact purchase intention through brand image on Tokopedia.
  • KEY EVIDENCE: Data analysis demonstrated significant relationships among brand ambassador, promotion, and purchase intention metrics.
  • APPROACH: The study utilized PLS-SEM methods to analyze the influence of constructs in the e-commerce setting.
  • SIGNIFICANCE: Findings underscore the importance of brand image and marketing strategies in enhancing consumer purchase intentions.

Cite This Study

Pattipeilohy et al. (2025) studied this question.

synapsesocial.com/papers/689521fa9f4f1c896c428d8ahttps://doi.org/10.47747/fmiic.vi2.2950
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