WSEAS Transactions on Computer Research
Print ISSN: 1991-8755, E-ISSN: 2415-1521
Volume 11, 2023
The Influence of Brand Ambassador and Advertising Appeal on A Skincare Product Purchase Decision
Authors: ,
Abstract: The purpose of this study was to determine how NCT Dream’s status as a brand ambassador and his or her promotional attractiveness influenced consumers’ purchasing choices. A quantitative, descriptive research design was adopted for this study. The data for this study came from the 385 respondents who answered questionnaires with certain criteria—living in Bandung, Indonesia, being aware of and buying items, and having watched advertising with the brand ambassador. The data were processed using a variety of linear regression analytic techniques. The results of several research demonstrate how advertising appeal and brand ambassadors greatly influence consumer purchase decisions. It has a big impact on consumers’ shopping decisions as a precursor and brand ambassador. Advertising appeal has a big impact on consumer choice.
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Pages: 352-361
DOI: 10.37394/232018.2023.11.32