The Influence of a Brand Ambassador and Brand Image on BTS Meal Purchase Decision
Keywords:
Brand Ambassador, Brand Image, Purchase Decision, BTS meal, McDonald's IndonesiaAbstract
The sales reduction of several companies or businesses during the COVID-19 pandemic caused they find other ways to maintain their business, as was done by McDonald's Indonesia by issuing a new BTS meal menu in collaboration with the South Korean boy group BTS. The purpose of this study was to determine the influence of brand ambassador and brand image on purchasing decisions by using case studies of Kpop and non-Kpop fans. This research used a questionnaire to obtain data on brand ambassadors, brand image, and consumer purchasing decisions, then analyzed using Confirmatory Factor Analysis (CFA) and the rotational method of varimax factor analysis. From the result, 64 respondents showed brand ambassadors influenced brand image in BTS meal purchasing decisions by 28.6%, brand ambassadors influenced BTS meal purchasing decisions by 19.4%, brand image influenced BTS meal purchasing decisions by 6.4 %, and brand image can mediate brand ambassadors to influence BTS Meal purchasing decisions. The impact of using BTS as a brand ambassador does not directly affect BTS Meal purchasing decisions but the brand image of McDonald's Indonesia can mediate the brand ambassador to influence BTS Meal purchasing decisions.
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