The Effect of “Han So Hee” Brand Ambassador and E-Wom on Customer Loyalty with Purchase Decision as an Intervening Variable (Study on Consumers of Beauty Products Somethinc)

  • Iklila Amiroh Faculty of Economics and Business, Universitas Negeri Malang, Indonesia
  • Sudarmiatin Sudarmiatin Faculty of Economics and Business, Universitas Negeri Malang, Indonesia
  • Agung Winarno Faculty of Economics and Business, Universitas Negeri Malang, Indonesia
DOI: https://doi.org/10.63922/ijbqr.v1i02.314
Keywords: Brand Ambassador, E-Wom, Customer loyalty, Purchase Decision, Han So Hee.

Abstract

The purpose of this study was to determine the effect of Brand Ambassador, E-Wom on Customer loyalty through Purchase Decisions for consumers of Somethinc beauty products who make purchases using online marketplaces. This research is quantitative research using SEM-PLS. Survey data was collected online and found 246 respondents. Brand Ambassador and E-Wom have a positive and significant effect on the Purchase Decision, H1 and H2 are accepted. Brand Ambassador, E-Wom and Purchase Decision have a positive and significant direct effect on Customer loyalty, H3, H4, and H5 are accepted. Meanwhile, Purchase Decision has a positive and significant effect mediating Brand Ambassador and E-Wom on Customer loyalty, H6, and H7 as mediating variables are accepted. Theoretical implications in this study can contribute to the study of digital marketing literacy

Published
2023-06-25
How to Cite
Amiroh, I., Sudarmiatin, S., & Agung Winarno. (2023). The Effect of “Han So Hee” Brand Ambassador and E-Wom on Customer Loyalty with Purchase Decision as an Intervening Variable (Study on Consumers of Beauty Products Somethinc). International Journal of Business and Quality Research, 1(02), 80-95. https://doi.org/10.63922/ijbqr.v1i02.314
Issue
Vol. 1 No. 02 (2023): April - June, International Journal of Business and Quality Research
Section
Articles