THE INFLUENCE OF BRAND AMBASSADOR AND BRAND AWARENESS ON PURCHASE DECISION MEDIATED BY PURCHASE INTENTION OF TOSTOS TORTILLA PRODUCTS X NCT DREAM (A STUDY ON NCT DREAM FANS IN LAMONGAN REGENCY)

Abstract

This research aims to examine the influence of brand ambassador and brand awareness on the purchase decision of Tostos Tortilla products in collaboration with NCT Dream, with purchase intention as a mediating variable using PLS-SEM. The study was conducted on NCT Dream fans in Lamongan Regency. The method used is a quantitative survey with data collection through questionnaires distributed to 85 respondents. The sampling technique employed is purposive sampling. The data analysis technique used is PLS-SEM (Partial Least Square) utilizing SmarPLS 3 software, including testing models (validity and reliability tests), structural models (coefficient of determination and path coefficient tests), hypothesis decisions (determining t-statistics and decisions), and mediation tests. The results show that: 1) brand ambassador does not have a significant effect on purchase decisions, 2) brand awareness does not have a significant effect on purchase decisions, 3) brand ambassador has a positive and significant effect on purchase intention, which subsequently affects purchase decisions, and 4) brand awareness also has a positive and significant effect on purchase intention, which subsequently affects purchase decisions.