Pengaruh Brand Image dan Ameena Nur Atta sebagai Brand Ambassador terhadap Minat Beli Produk Moell Healthy Baby Care

Evelyn, Putri Angelica (2025) Pengaruh Brand Image dan Ameena Nur Atta sebagai Brand Ambassador terhadap Minat Beli Produk Moell Healthy Baby Care. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the extent to which brand image and the role of Ameena Nur Atta as a brand ambassador influence consumers’ purchase intention of Moell Healthy Baby Care products. The objective of this research is to determine whether brand image and brand ambassador significantly affect consumer buying interest.This research uses a quantitative approach with a causal associative design and employs a survey method for data collection. The sample was selected using purposive sampling, involving 100 respondents who met specific criteria: at least 17 years old, familiar with Ameena Nur Atta as a public figure, and aware of the Moell Healthy Baby Care brand. Data were obtained through questionnaires and analyzed using statistical methods. The results indicate that brand image does not have a positive and significant effect on purchase intention, while the brand ambassador has a positive and significant influence on consumer interest in purchasing Moell Healthy Baby Care products.

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