BibTex Citation Data :
@article{JIAB47098, author = {Siti Nurin Muniro and Lu'lu Maknunah}, title = {THE INFLUENCE OF STRAY KIDS AS BRAND AMBASSADOR AND BRAND IMAGE ON INTENTION TO BUY ULTRA MILK}, journal = {Jurnal Ilmu Administrasi Bisnis}, volume = {14}, number = {3}, year = {2025}, keywords = {Brand Ambassador;Brand Image;Purchase Intention}, abstract = { The aim of this research is to determine the influence of brand ambassador and brand image variables on the purchase intention of Ultra Milk. The method of this research is a quantitative approach with a ssociative researc h . The population used is followers of Ultra Milk ’s i nstagram account. The respondents used were 400 respondents obtained from n on-probability sampling technique with purposive sampling. Multiple linear analysis was used to analyze the data in this study . T he brand ambassador and brand image variables have a significance value of 0.000 < 0.05 so they partially influence inte ntion to buy Ultra Milk. Brand ambassador and brand image also simultaneously influence the inte ntion to buy Ultra Milk with a significance value of 0.000 < 0.05. }, issn = {2746-1297}, pages = {1109--1119} doi = {10.14710/jiab.2025.47098}, url = {https://ejournal3.undip.ac.id/index.php/jiab/article/view/47098} }
Refworks Citation Data :
The aim of this research is to determine the influence of brand ambassador and brand image variables on the purchase intention of Ultra Milk. The method of this research is a quantitative approach with associative research. The population used is followers of Ultra Milk’s instagram account. The respondents used were 400 respondents obtained from non-probability sampling technique with purposive sampling. Multiple linear analysis was used to analyze the data in this study. The brand ambassador and brand image variables have a significance value of 0.000 < 0.05 so they partially influence intention to buy Ultra Milk. Brand ambassador and brand image also simultaneously influence the intention to buy Ultra Milk with a significance value of 0.000 < 0.05.
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