The Influence of Brand Ambassadors and Digital Marketing on Purchase Decisions Through Brand Trust of Whiskas Cat Food Products Among Cat Owners in Samarinda
DOI:
https://doi.org/10.30872/miceb.v7i1.15590Keywords:
Brand Ambassador, Digital Marketing, Purchase Decisions, Brand Trust, Whiskas Cat FoodAbstract
This research aims to analyze the influence of brand ambassadors and digital marketing on the purchase decisions of Whiskas cat food products through brand trust in Samarinda. The method used in this study is a quantitative approach with SEM-PLS analysis. The results show that brand ambassadors have a significant positive effect on brand trust and purchase decisions. Conversely, digital marketing does not show a significant effect on brand trust but positively contributes to purchase decisions. Brand trust mediates the influence of brand ambassadors on purchase decisions, while it does not mediate the influence of digital marketing. These findings provide important implications for Whiskas' marketing strategy in enhancing consumer trust and the effectiveness of marketing campaigns
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