The Role of Brand Ambassador, Brand Image, and Instagram Social Media On Ortuseight Shoe Consumer Buying Interest
Peran Brand Ambassador, Brand Image, dan Sosial Media Instagram Terhadap Minat Beli Konsumen Sepatu Ortuseight
DOI:
https://doi.org/10.21070/ups.4430Keywords:
Brand Ambassador, Brand Image, Sosial Media Instagram, Minat BeliAbstract
An efficient marketing plan is essential for brand development. The Ortuseight brand uses brand ambassadors, brand image, and Instagram social media as part of its marketing strategy. The aim of this research is to determine the factors that most influence consumers' buying interest in Ortuseight shoes. The research uses quantitative methods and uses primary data. Data were collected using a questionnaire distributed via a Google Form link to 96 respondents. This research shows that the brand ambassador variable has a significant negative effect on consumer buying interest in Ortuseight shoes, the brand image variable has a significant negative effect on consumer buying interest in Ortuseight shoes, and the social media variable Instagram has a significant positive effect on consumer buying interest in Ortuseight shoes. And simultaneously it has a significant positive effect.
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