Pengaruh Brand Ambassador Maudy Ayunda dan Electronic-Word Of Mouth Terhadap Purchase Intention Smartphone Vivo

This study aims to prove and determine whether Maudy Ayunda's brand ambassador variable and electronic Word Of Mouth (e-WOM) have a positive and significant effect on the purchase intention of Vivo smartphones. The population in this study is people who follow Vivo Indonesia's Instagram account. The sampling technique in this study used purposive sampling with a total sample of 100 respondents. The data collection technique in this study used a questionnaire instrument. The results of this study indicate that the Brand Ambassador variable has a positive and insignificant effect on the purchase intention of Vivo smartphones, the Electronic Word Of Mouth (e-WOM) Credibility variable has a non-positive and insignificant effect on smartphone purchase intentions, the Electronic Word Of Mouth (e) variable. -WOM) Quality has a positive and significant influence on the purchase intention of vivo smartphones, the Electronic Word Of Mouth (e-WOM) Quantity variable has a positive and insignificant effect on the purchase intention of Vivo smartphones.

Keyword: Brand Ambassador, electronic Word Of Mouth (e-WOM) Credibility, electronic Word Of Mouth (e-WOM) Quality, electronic Word Of Mouth (e-WOM) Quantity, Purchase Intention.