The Influence of Brand Ambassador, Brand Awareness, and Brand Image on Consumer Buying Interest
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study aims to determine whether there is an influence of each concept of variables from brand ambassador, brand awareness, and brand image on consumer purchasing interest in case study: mogu-mogu x seventeen on the autobase twitter account @caratstalk. The research method applied is a quantitative method with a descriptive approach. The results of the study found that each variable has a positive and significant influence on consumer purchasing interest in followers of the @caratstalk account on X from the Mogu-Mogu x Seventeen product. Brand Ambassador, Brand Awareness, and Brand Image Seventeen from the Mogu-Mogu product on followers of the @caratstalk account on social mediabrand through social media, especially on the @caratstalk account platform. High brand awareness or brand awareness influences the desire to buy Mogu-Mogu products
Authors: Devi Safitri, Nanto Purnomo
Institution: Universitas Islam Lamongan
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409404451