{"title":"品牌大使和电子妇女对旁氏润肤霜品牌形象的影响:","authors":"Elvina Rosa Leilani, Danang Kusnanto","doi":"10.47467/alkharaj.v6i3.4980","DOIUrl":null,"url":null,"abstract":"This study aims to investigate the impact of brand ambassadors and electronic word-of-mouth (E-WOM) on the brand image of Pond's moisturiser products. A descriptive and verification approach method was used in this study, which was combined with a quantitative approach. The questionnaire was directed to 347 respondents who are followers of the @pondsindonesia Instagram account. The results of the analysis show that the use of Brand Ambassadors and E-WOM has a positive impact on Pond's Brand Image. Furthermore, it was found that Brand Ambassadors have a more dominant influence in shaping consumers' positive perceptions of the brand. This research provides a deeper understanding of how the influence of marketing elements such as Brand Ambassadors and E-WOM can affect brand image on social media platforms. Keywords: Brand Ambassador; E-Wom; Brand Image","PeriodicalId":504916,"journal":{"name":"Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Pengaruh Brand Ambassador dan E-Wom terhadap Brand Image Pelembab Pond’s:\",\"authors\":\"Elvina Rosa Leilani, Danang Kusnanto\",\"doi\":\"10.47467/alkharaj.v6i3.4980\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study aims to investigate the impact of brand ambassadors and electronic word-of-mouth (E-WOM) on the brand image of Pond's moisturiser products. A descriptive and verification approach method was used in this study, which was combined with a quantitative approach. The questionnaire was directed to 347 respondents who are followers of the @pondsindonesia Instagram account. The results of the analysis show that the use of Brand Ambassadors and E-WOM has a positive impact on Pond's Brand Image. Furthermore, it was found that Brand Ambassadors have a more dominant influence in shaping consumers' positive perceptions of the brand. This research provides a deeper understanding of how the influence of marketing elements such as Brand Ambassadors and E-WOM can affect brand image on social media platforms. Keywords: Brand Ambassador; E-Wom; Brand Image\",\"PeriodicalId\":504916,\"journal\":{\"name\":\"Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-09-15\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.47467/alkharaj.v6i3.4980\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.47467/alkharaj.v6i3.4980","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Pengaruh Brand Ambassador dan E-Wom terhadap Brand Image Pelembab Pond’s:
This study aims to investigate the impact of brand ambassadors and electronic word-of-mouth (E-WOM) on the brand image of Pond's moisturiser products. A descriptive and verification approach method was used in this study, which was combined with a quantitative approach. The questionnaire was directed to 347 respondents who are followers of the @pondsindonesia Instagram account. The results of the analysis show that the use of Brand Ambassadors and E-WOM has a positive impact on Pond's Brand Image. Furthermore, it was found that Brand Ambassadors have a more dominant influence in shaping consumers' positive perceptions of the brand. This research provides a deeper understanding of how the influence of marketing elements such as Brand Ambassadors and E-WOM can affect brand image on social media platforms. Keywords: Brand Ambassador; E-Wom; Brand Image