The influence of brand ambassador on brand image and consumer purchasing decision: A case of tous les joursin Indonesia  

Oleh:

Wang, Felicia ; Hariandja, Evo Sampetua

Jenis: Article from Proceeding
Dalam koleksi: Proceeding IConEnt 2016 (International Conference on Entrepreneurship) : How Innovation could Improve the Performance and Productivity in Entrepreneurship?, page 1-15.
Topik: Brand ambassador; Brand image; Consumer purchasing decision
Fulltext: Felicia Wang, Evo Sampetua Hariandja.pdf (313.05KB)

Isi artikel

In Indonesia, the arising number of many local or international brands in the market can be seen. One of the major countries that have opened up their way is South Korea, for the example the opening Korean bakery stores of Tous Les Jours in Indonesia. To communicate about the product offerings to the customers, Tous Les Jours use their brand ambassador, Kim Soo Hyun as a tool of promoting their brand. The aim of this research is to see the influence of brand ambassador on brand image and consumer purchasing decision of Tous Les Jours in Indonesia. There are 3 hypotheses that stated in the beginning of research and to prove the hypotheses, 109 questionnaires are distributed to conduct this research. The questionnaires are tested by Smart-PLS 3 and using path analysis. The result of this study will show the influence of brand ambassador on brand image and consumer purchasing behavior of Tous Les in Indonesia and show the effectiveness of Kim Soo Hyun as a brand ambassador.

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