Brand Ambassador and Purchase Decisions on Samsung Smartphone among Generation Z
DOI:
https://doi.org/10.36636/dialektika.v10i1.6291Kata Kunci:
Brand ambassador, Brand awareness, Brand image, Purchase DecisionAbstrak
Penelitian ini bertujuan untuk mengeksplorasi pengaruh brand ambassador terhadap keputusan pembelian smartphone Samsung di kalangan konsumen Generasi Z di Indonesia, dengan fokus pada kesadaran merek dan citra merek sebagai variabel mediasi. Pendekatan kuantitatif digunakan dalam penelitian ini, dengan target konsumen di wilayah Jabodetabek. Data dikumpulkan melalui kuesioner terstruktur dan dianalisis menggunakan Structural Equation Modeling (SEM) dengan SmartPLS. Studi ini menguji pengaruh langsung dan tidak langsung brand ambassador terhadap keputusan pembelian melalui kesadaran merek dan citra merek. Hasil penelitian menunjukkan bahwa BTS, sebagai brand ambassador Samsung, secara signifikan memengaruhi keputusan pembelian dengan meningkatkan kesadaran merek dan memperkuat citra merek. Temuan ini menyoroti kemampuan BTS untuk menarik perhatian Generasi Z dan membangun koneksi emosional dengan merek Samsung. Penelitian ini menegaskan pentingnya menyelaraskan brand ambassador dengan nilai-nilai audiens target, memberikan wawasan praktis untuk melibatkan Generasi Z dan mendorong keputusan pembelian.
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