The Influence of Influencer Xaviera as Brand Ambassador on Purchase Decisions for Lozy Hijab Products Moderated by Brand Image

Angellina Asyivadibrata, Syti Sarah Maesaroh, Adam Hermawan

Abstract


This study analyzes the influence of the influencer Xaviera as a brand ambassador on purchase decisions for Lozy hijab products, as well as the role of brand image as a moderating variable. A survey-based quantitative approach was utilized in this research of 130 Generation Z respondents in Bandung and surrounding areas, with analysis conducted through SEM-PLS. Results indicate that the brand ambassador, influencer Xaviera, has a significant effect on purchase decisions (p-value 0.008; path coefficient 0.329; F Square 0.104), with 54% of respondents strongly agreeing to purchase due to product quality and 53% strongly agreeing to recommend Lozy. Brand image also demonstrates a strong influence (p-value 0.000; path coefficient 0.562; F Square 0.315), with 55% of respondents strongly agreeing that Lozy is easily accessible and 56% strongly agreeing that the design is trendy. The moderating effect of brand image is significant (p-value 0.014; path coefficient 0.139; F Square 0.049). These results highlight the significance of working with influencers and enhancing brand reputation in Lozy hijab’s marketing strategy.

Keywords


brand ambassador; brand image; influencer Xaviera; purchase decision

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References


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DOI: https://doi.org/10.17509/ijdb.v5i2.88719

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