Can Brand Ambassador Program Effectively Increase Online Purchase Intention? A Mediation Analysis Through Brand Awareness in Cloud Infrastructure Technology Industry

Nyimas Nurfatimah, Asep Muhamad Ramdan, Sopyan Saori

Abstract


Digital marketing through brand ambassadors is growing rapidly across various industries, including cloud computing industry. This study analyzes the effectiveness of brand ambassador programs on online purchase intention through brand awareness as a mediator. A quantitative approach with an explanatory research design was used on 250 Instagram followers of @idcloudhost through simple random sampling. Data were analyzed using Structural Equation Modeling (SEM) with IBM SPSS AMOS 22 Graphics software. Results showed a non-significant negative direct effect of brand ambassadors on online purchase intention. However, the indirect effect through brand awareness mediation created a significant positive relationship. These findings suggest that brand ambassadors alone are not strong enough to influence online purchase intention without first establishing brand awareness. This study concludes that PT. Cloud Hosting Indonesia's Brand Ambassador strategy, despite not involving celebrities, is effective in building brand awareness that drives online purchase intention. This research makes a significant contribution to knowledge development, particularly in marketing, by measuring the relationship between brand ambassadors and online purchase intention through brand awareness in the cloud infrastructure industry. This study also offers evaluations and recommendations for similar technology companies to implement brand ambassador programs to enhance online purchase intention through brand awareness.

Keywords


Brand Ambassador; Brand Awareness; Online Purchase Intention; Cloud Computing; Digital Marketing

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References


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DOI: http://dx.doi.org/10.56444/mem.v40i2.6218

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