The Influence of Brand Ambassadors, Brand Image and Brand Personality on Consumer Purchase Intention: The study of Cellphone Industry

Abstract

The purpose of this study is to examine the effects of brand ambassadors using the VisCAP indicator (Visibility, Credibility, Attraction, and Power aspect), brand image, brand personality on consumer purchase intention in the cellphone industry. Sampling objective young customers ranging from 18-30 years old can be financially independent, office workers, students, or freelance workers. VisCap metrics measure the effectiveness in which brand ambassadors choose the criteria that are deemed appropriate. Brand ambassadors make many differences that impact the purchase intentions of customers in the mobile phone industry. In addition, the brand image and brand personality will affect the decision to choose to use the product /service. Each brand ambassador will have different ways of conveying the message and influencing other customers' purchase intention. The variables of each ambassador will show based on various aspects to affect buying intent. Therefore, businesses and markets need to choose and use them according to their needs and customers' needs. Study results were collected using the quantitative approach in the area of 3 big cities. The research methodology is a survey with 400 samples. Data analysis was performed using regression analysis and using SPSS version 26. This study showed that Visibility, Credibility, Attraction, and Power in Brand Ambassadors influence consumer purchase intention in the mobile industry. Brand Image, Brand Personality both influence and influence consumers' purchase intention for mobile products. In which Brand Ambassadors (Visibility) are highest significantly influential. The above results will also show theoretical and practical implications.