Abstract:
Brand ambassador is someone who represents a brand in a positive way. It is the
duty of the brand ambassador to express the message of a company to consumers.
Brand ambassador is someone who is passionate for the brand, able to represent it,
and even offered to provide information about the brand as a well-known person
who uses their fame to promote a product or service. The aim of this research is to
determine the effect of brand ambassadors on brand image. In this research, the
sample size targeted by the researchers was 185 respondents. Moreover, the
sampling technique followed by the researchers was the non-probability –
Convenience Sampling method. Throughout this research, the mean, frequency, and
percentage were conducted through the descriptive analysis using several types of
tests. These tests included the Cronbach alpha test, The Cronbach Alpha test was
used to measure the reliability and also to measure the internal consistency, that is,
how closely related a set of items are as a group. It is considered to be a measure of
scale reliability. Also, we used the Spearman Correlation coefficient.
The researchers found out that the majority of the respondents agreed brand
ambassadors are beneficial to the brand image. In addition, the results showed that
age and credibility are the main factors that have a great influence on brand image
and purchase intentions. Finally, some related discussions and suggestions were
proposed.
