Increasing Purchase Intention Through Emotional Appeal. Brand Ambassador and Brand Image : Study of Brand Awareness Mediation
DOI:
https://doi.org/10.22441/jdm.v9i1.37265Keywords:
Brand Ambassador, Brand Awareness, Brand Image, Emotional Appeal, Purchase IntentionAbstract
Penelitian ini berupaya untuk mengkaji bagaimana Kesadaran Merek (Brand Awareness/BAW) memengaruhi hubungan antara Daya Tarik Emosional (Emotional Appeal/EA), Duta Merek (Brand Ambassador/BA), dan Citra Merek (Brand Image/BI), dalam kaitannya dengan Niat Beli (Purchase Intention/PI) konsumen Generasi Z (Gen Z) di Bengkulu, dengan fokus khusus pada produk Pocari Sweat. Dengan menggunakan metodologi kuantitatif, 110 partisipan Gen Z memberikan data melalui survei online, yang kemudian dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (PLS-SEM). Hasil utama menunjukkan bahwa pemahaman tentang Merek (BAW) adalah hal kunci dan utama dalam memilih untuk melakukan pembelian (PI). Secara khusus, apa yang dipikirkan orang tentang Merek (BI) adalah hal terpenting dalam membuat orang mengenal Merek tersebut. Temuan kunci juga memperjelas bahwa Kesadaran Merek adalah hubungan penuh antara bagaimana Daya Tarik Emosional dan Perwakilan Merek memengaruhi apakah seseorang akan membeli sesuatu. Ini menunjukkan bahwa Daya Tarik Emosional dan memiliki Perwakilan Merek hanya dapat meningkatkan pembelian jika keduanya berhasil mengarah pada Kesadaran Merek yang kuat. Dari perspektif manajerial, perusahaan disarankan untuk memprioritaskan penguatan Citra Merek dan menjaga Kesadaran Merek sebagai landasan strategis untuk meningkatkan niat beli di kalangan konsumen Generasi Z.
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