The Influence Of Consumer Reviews And Indonesian National Team Brand Ambassadors On Purchase Intention For Le Minerale Products
Keywords:
Consumer Reviews, Brand Ambassador, Purchase Intention, Le Minerale
Abstract
The competition in the bottled water industry (AMDK) in Indonesia is increasingly intensifying along with the development of information technology and changes in consumer behavior in seeking product references. Consumers today tend to consider customer reviews and the influence of public figures before making a purchase. Le Minerale, as one of the bottled water brands in Indonesia, utilizes marketing strategies thru consumer reviews and collaboration with the Indonesian National Team as Brand Ambassadors to enhance consumer purchase intention. This study aims to determine the influence of consumer reviews and the Indonesian National Team Brand Ambassador on the purchase intention of Le Minerale products. This research employs a quantitative approach with data collection techniques thru questionnaires distributed to 120 respondents using the non-probability sampling method with purposive sampling technique. Data analysis is conducted using multiple linear regression and hypothesis testing both partially (t-test) and simultaneously (F-test). The research results show that consumer reviews have a positive and significant effect on the purchase intention of Le Minerale products. The Indonesian National Team Brand Ambassador also has a positive and significant effect on the purchase intention of Le Minerale products. Simultaneously, consumer reviews and the Indonesian National Team Brand Ambassador have a significant effect on the purchase intention of Le Minerale products.
References
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Yam, J. H., & Taufik, R. (2021). Hipotesis penelitian kuantitatif. Perspektif: Jurnal Ilmu Administrasi, 3(2), 96-102.
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Alyssa, H. P., & Lisnawati, R. (2025). Analisis Risiko Informasi Rating dan Ulasan Konsumen terhadap Keputusan Pembelian pada Platform E-Commerce: Perspektif Manajemen Keuangan Konsumen. Jurnal Laporan Akuntansi Terpadu, 6(2). https://ejurnals.com/ojs/index.php/jlat/ article/view/2344
Andarista, F., Hariyani, D. S., & Fauzi, R. U. A. (2022). Pengaruh Brand Ambassador Dan Promosi Terhadap Minat Beli Brand Erigo Melalui Brand Image Sebagai Variabel Intervening. Journal of Current Research in Business and Economics, 1(2), 36-44. https://www.jcrbe.org/index.php/rbe/article/view/18
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., & Gandasari, D. (2020). Customer review or influencer endorsement: which one influences purchase intention more?. Heliyon, 6(11). https://doi.org/10.1016/j.heliyon.2020.e05543
Firman, A. (2022). Pengaruh Bauran Pemasaran Terhadap Keputusan Konsumen Dalam Membeli Rumah. Jesya (Jurnal Ekonomi dan Ekonomi Syariah), 5(2), 1549-1562. https://doi.org/10.36778/jesya.v5i2.773
Fitria, A., & Nugroho, A. Y. (2023). Pengaruh Persepsi Kemudahan, Persepsi Harga Dan Ulasan Produk Terhadap Perilaku Konsumtif Pengguna Marketplace. Velocity: Journal of Sharia Finance and Banking, 3(2), 188-199. https://e-journal.uingusdur.ac.id/velocity/article/view/1127
Ghadani, A., Muhar, A. M., & Sari, A. I. (2022). Pengaruh Brand Ambassador dan brand image terhadap keputusan pembelian di shopee dengan mediasi brand awareness. Insight Management Journal, 2(3), 110-118. https://doi.org/10.47065/imj.v2i3.200
Ghoni, M. A., & Soliha, E. (2022). Pengaruh brand image, online customer review dan promotion terhadap keputusan pembelian pada marketplace Shopee. Jurnal Mirai Management, 7(2), 14-22.
Ghozali, I. (2021). Aplikasi analisis Multivariate dengan Program SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.
Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2022). Marketing management: an Asian perspective.
Macheka, T., Quaye, E. S., & Ligaraba, N. (2024). The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions. Young Consumers, 25(4), 462-482. https://doi.org/10.1108/YC-05-2023-1749
Napitupulua, R. Y., Sari, E. P., & Adhitya, W. R. (2023). Pengaruh BA, Brand Image, Harga Dan Promosi Terhadap Minat Beli Produk Scarlett Whitening. Jurnal Widya, 4(2),501-515. https://doi.org/10.54593/awl.v4i2.218
Nuryani, F. T., Nurkesuma, N., & Hadibrata, B. (2022). Korelasi keputusan pembelian: kualitas produk, persepsi harga dan promosi (literature review manajemen pemasaran). Jurnal Ekonomi Manajemen Sistem Informasi, 3(4), 452-462. 452 https://doi.org/10.31933/jemsi.v3i4
Pidada, I. A. I., & Supartyani, N. W. (2021). GAINING PURCHASE INTENTION BY ELECTRONIC WORD OF MOUTH AND BRAND AMBASSADOR. Jurnal Ekonomi Dan Bisnis Airlangga, 32(1). https://pdfs.semanticscholar.org/5bc9/18e0a2aaaa271014a73c46c6bcf196adde50.pdf
Prabowo, D. (2020). Pengaruh media sosial instagram, kualitas pelayanan, kualitas produk, dan kemudahan mengakses produk terhadap niat beli konsumen (Doctoral dissertation, UNIVERSITAS ATMA JAYA YOGYAKARTA). https://repository.uajy.ac.id/id/eprint/22869/
Pramesti, A. N., & Abdillah, R. F. (2024, December). Dampak rating dan ulasan konsumen terhadap keputusan pembelian di e-commerce. In Prosiding Seminar Nasional Amikom Surakarta (Vol. 2, pp. 1480-1494). https://ojs.amikomsolo.ac.id/index.php/semnasa/article/view/579
Purwati, A., & Cahyanti, M. M. (2022). Pengaruh Brand Ambassador dan brand image terhadap minat beli yang berdampak pada keputusan pembelian. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 11(1), 32-46. https://doi.org/10.46367/iqtishaduna.v11i1.526
Renggo, Y. R., & Kom, S. (2022). Populasi Dan Sampel Kuantitatif. Metodologi Penelitian Kuantitatif, Kualitatif Dan Kombinasi, 43. https://shorturl.at/hbbbx
Rumefi, U., Trisnawati, S. I., Anis, N., Ummah, N., & Bayhaki, M. (2023). PENGARUH INOVASI, RELATIVE ATTRACTIVENESS, TRUST, DAN RELATIONSHIP QUALITY TERHADAP REPURCHASE INTENTION. JMD: Jurnal Riset Manajemen & Bisnis Dewantara, 6(2), 93-100. https://doi.org/10.26533/jmd.v6i2.1385
Sari, R. P., Koswara, I., & Fuady, I. (2024). Pengaruh ulasan produk terhadap niat pembelian di platform e-commerce Shopee. Comdent: Communication Student Journal, 2(2), 438-455. https://doi.org/10.24198/comdent.v2i2.60190
Septiyani, D., Prabowo, H., & Sijabat, R. (2025). Pengaruh Pemasaran Media Sosial, Ulasan Online Konsumen, dan Persepsi Harga terhadap Minat Beli Produk Somethinc: Pada Generasi Z di Kota Semarang dengan Citra Merek sebagai Variabel Mediasi. MASMAN Master Manajemen, 3(3), 299-310. https://doi.org/10.59603/masman.v3i3.981
Shafira, N., & Rachmawati, A. W. (2025). PENGARUH SIARAN LANGSUNG DAN ULASAN KONSUMEN DARING TERHADAP KEPUTUSAN PEMBELIAN PARFUM EVANGELINE PADA TIKTOK SHOP. Indonesian Journal of Social Science and Education (IJOSSE), 1(3), 504-512. https://doi.org/10.62567/ijosse.v1i3.1331
Yam, J. H., & Taufik, R. (2021). Hipotesis penelitian kuantitatif. Perspektif: Jurnal Ilmu Administrasi, 3(2), 96-102.
Zhang, N., Yu, P., Li, Y., & Gao, W. (2022). Research on the evolution of consumers’ purchase intention based on online reviews and opinion dynamics. Sustainability, 14(24), 16510. https://doi.org/10.3390/su142416510
Published
2026-02-18
How to Cite
Stevira Andien Razika, & Dorothy Rouly Haratua Pandjaitan. (2026). The Influence Of Consumer Reviews And Indonesian National Team Brand Ambassadors On Purchase Intention For Le Minerale Products. International Journal of Economics, Business and Innovation Research, 5(02), 365-379. https://doi.org/10.63922/ijebir.v5i02.2990
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