The Influence of Brand Ambassadors and Brand Image on Customer Loyalty Mediated by Purchase Decisions
Journal Title: MindVanguard: Beyond Behavior - Year 2024, Vol 2, Issue 2
Abstract
This study examines the impact of brand ambassadors and brand image on customer loyalty, with a particular focus on the mediating role of purchase decisions within the Tokopedia e-commerce platform. The rapid expansion of online shopping in Indonesia necessitates a deep understanding of these dynamics to enhance competitive advantage and sustain customer loyalty. A quantitative research methodology was employed, utilizing Structural Equation Modeling (SEM) to analyze data gathered from 110 Tokopedia customers in Jakarta and its surrounding areas. The results indicate that both brand ambassadors and brand image exert significant positive effects on purchase decisions. Furthermore, purchase decisions were found to strongly influence customer loyalty. Notably, brand ambassadors directly contribute to customer loyalty, while the influence of brand image, though positive, is comparatively weaker. Importantly, the study reveals that the indirect effects of brand ambassadors and brand image on customer loyalty are mediated through their influence on purchase decisions. These findings underscore the strategic importance of effectively leveraging brand ambassadors and enhancing brand image to stimulate purchase decisions and foster customer loyalty in a competitive e-commerce environment. The study offers valuable theoretical insights and practical implications for marketers aiming to optimize branding strategies and customer engagement initiatives on e-commerce platforms.
Authors and Affiliations
Nafila Salsabila, Edi Purwanto
Keywords
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- EP ID EP756132
- DOI https://doi.org/10.56578/mvbb020202
- Views 46
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