Pengaruh Brand Ambassador terhadap Keputusan Pembelian Nasabah Bank Mandiri

Abstract

The development of digital marketing strategies has led companies to build closer relationships with consumers through more relevant approaches. One of the commonly used strategies is the use of public figures or brand ambassadors, who are considered effective in influencing consumer purchasing decisions. This study aims to determine the effect of brand ambassador on purchasing decisions of Bank Mandiri customers at KCP Sudirman Plaza Jakarta. A quantitative method was used with a simple linear regression approach on 109 respondents. The analysis results show that brand ambassador has a positive and significant effect on purchasing decisions, with a significance value of 0.000 and a t-value of 8.942. The coefficient of determination (R²) of 0.428 indicates that 42.8% of the variation in purchasing decisions is explained by brand ambassador, while the rest is influenced by other factors. Descriptive analysis also reveals that respondents’ perceptions of brand ambassadors are very high, as indicated by a TCR value above 80%. These findings support the AIDA theory, where brand ambassadors effectively attract attention, build interest, create desire, and lead to purchasing actions.