The Influence of Brand Ambassador toward Purchase Intention of Fila on Social Media

Cindy Agustin, Siti Nahdiah, Gaby Shania Pratama

2021

Abstract

The purpose of this study was to determine whether there is a relationship and influence between BTS as brand ambassadors and interest in buying Fila products. This study uses an associative quantitative research method that distributes questionnaires to @filaindonesia Instagram followers and uses SPSS 25 to obtain data process results. The results obtained from this study are that there is an influence and relationship between BTS as brand ambassadors and interest in buying Fila products. The conclusion from this research is that BTS brand ambassadors produce a strong enough relationship and low influence on buying interest in Fila’s products.

Paper Citation

in Harvard Style

Agustin C., Nahdiah S. and Shania Pratama G. (2021). The Influence of Brand Ambassador toward Purchase Intention of Fila on Social Media. In Proceedings of the 2nd International Conference on Recent Innovations - Volume 1: ICRI, ISBN 978-989-758-602-6, pages 107-114. DOI: 10.5220/0011245500003376

in Bibtex Style

@conference{icri21,
author={Cindy Agustin and Siti Nahdiah and Gaby Shania Pratama},
title={The Influence of Brand Ambassador toward Purchase Intention of Fila on Social Media},
booktitle={Proceedings of the 2nd International Conference on Recent Innovations - Volume 1: ICRI,},
year={2021},
pages={107-114},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011245500003376},
isbn={978-989-758-602-6},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Recent Innovations - Volume 1: ICRI,
TI - The Influence of Brand Ambassador toward Purchase Intention of Fila on Social Media
SN - 978-989-758-602-6
AU - Agustin C.
AU - Nahdiah S.
AU - Shania Pratama G.
PY - 2021
SP - 107
EP - 114
DO - 10.5220/0011245500003376