PENGARUH BRAND AMBASSADOR DAN INOVASI TERHADAP MINAT BELI MOTOR MEREK YAMAHA NMAX DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (STUDI KASUS MAHASISWA EKONOMI DAN BISNIS UNIVERSITAS PUTRA INDONESIA “YPTK” PADANG)

Abstrak

This research is entitled The Influence of Brand Ambassadors and Innovation on Interest in Buying Yamaha Nmax Brand Motorbikes with Brand Image as an Intervening Variable (Case Study of Economics and Business Students at Putra Indonesia University "YPTK" Padang). The aim of this research is to determine the influence of brand ambassadors and innovation on purchase intention with brand image as an intervening variable among student users of Yamaha Nmax. The data collection method is through surveys and distributing questionnaires, with a sample of 98 respondents. The analysis method used is SmartPLS v.3.2.9 with the SEM (Structural Equation Modeling) analysis method. The research results obtained are that there is a positive and insignificant influence of brand ambassadors on brand image, There is a positive and significant influence of innovation on brand image, There is a positive and significant influence of brand ambassadors on purchase interest, There is a positive and significant influence of innovation on purchase interest, There is an influence negative and insignificant brand image on buying interest. There is a negative and insignificant influence of brand image being able to mediate brand ambassadors on buying interest. There is a negative and insignificant influence of brand image being able to mediate innovation on buying interest.