Karakteristik Brand Ambassador Yang Dapat Memengaruhi Minat Beli Konsumen Pada Produk Susu UHT
DOI:
https://doi.org/10.29244/fagb.15.2.264-275Keywords:
consumer behavior, marketing strategy, purchase intention, SEM-PLSAbstract
The increasingly intense competition in the UHT milk beverage industry has prompted businesses to continuously innovate and implement effective marketing strategies to retain and expand their market share. One strategy that is frequently employed to attract consumer attention and build a positive brand perception is the use of celebrities as brand ambassadors. Celebrities are considered to have a unique appeal that can influence consumer purchasing decisions through their image, reputation, and emotional connection with the audience. This study aims to analyze the influence of brand ambassador characteristics on consumer purchase intention toward UHT milk products. The research involved 185 respondents residing in the Jabodetabek. The analysis methods used include descriptive statistics to present respondent profiles and perceptions, and Structural Equation Modeling using Partial Least Squares (SEM-PLS) to examine the relationships between variables. The characteristics of brand ambassadors analyzed in this study include visibility, attraction, credibility, and power. The results show that three characteristics (visibility, attraction, and power) have a positive and significant influence on consumer purchase intention for UHT milk products. These findings highlight the importance of carefully selecting celebrity brand ambassadors who are not only widely recognized but also possess strong appeal and influential power. Therefore, this study recommends that companies in the UHT milk beverage industry develop recruitment criteria for brand ambassadors that prioritize these three characteristics in order to enhance the effectiveness of their marketing strategies.
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