THE INFLUENCES OF BRAND AMBASSADOR, BRAND AWARENESS, BRAND IMAGE MEDIATED BY BRAND LOYALTY ON NUSHI-NUSHI REPURCHASE INTENTION

Abstract

Purpose - This research aims to examine the impact of brand ambassador, brand awareness, brand image mediated by brand loyalty on Nushi-nuhsi repurchase intention user in Greater Jakarta. Design/Method - Data was collected through a survey of 98 people who used Nushi-nushi products at the RNI company, including its subsidiaries and the community around Greater Jakarta. SmartPLS for structural equation modeling (SEM) is used for rigorous data analysis and model validation, providing insight into the dynamics between. Findings - Hypothesis in this study 1 was rejected and 3 were accepted, means brand ambassador has no significant impact on brand loyalty. Brand awareness has a significant impact on brand loyalty. Brand image has significant impact on brand loyalty, while brand loyalty has a significant impact on repurchase intention. Practical Implication - The lack of impact from brand ambassadors warrants further investigation to develop more effective strategies in their use. The findings also highlight the need for theoretical models to prioritize strategies that enhance brand awareness through targeted marketing, given its major influence on brand loyalty. Additionally, understanding and cultivating a positive brand image is essential, as it substantially impacts brand loyalty. Finally, the strong correlation between brand loyalty and repurchase intention underscores the importance of considering brand loyalty as a critical predictor of consumer behavior in future research and strategic planning.