How Do Effective Digital Marketing and Brand Ambassador Stimulate Purchase Intention Today?

DOI

10.2991/assehr.k.200529.075How to use a DOI?

Keywords

digital marketing, brand ambassador, purchase intention

Abstract

This study aims to examine and analyse how effective digital marketing and brand ambassadors are in influencing purchase intentions in this digital era today. A quantitative method with a purposive sampling technique applied in this study to 100 respondents. Data testing was performed using multiple regression analysis. The results of this study are indirectly, (through mediating by brand identity) proven that digital marketing and brand ambassadors greatly influence purchase intention, but directly, digital marketing and brand ambassadors have no effect on purchase intentions. What is interesting in this study is the results obtained, in this digital era, brand identity has a more important role in stimulating purchase intentions, compared to digital marketing and brand ambassadors.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Choirun Nisa
AU  - Diesyana Ajeng Pramesti
PY  - 2020
DA  - 2020/05/04
TI  - How Do Effective Digital Marketing and Brand Ambassador Stimulate Purchase Intention Today?
BT  - Proceedings of the 1st Borobudur International Symposium on Humanities, Economics and Social Sciences (BIS-HESS 2019)
PB  - Atlantis Press
SP  - 365
EP  - 367
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200529.075
DO  - 10.2991/assehr.k.200529.075
ID  - Nisa2020
ER  -