| Issue | Vol. 3 No. 2 (2025) |
| Release | 12 December 2025 |
| Section | Articles |
Purchase intention emanates from consumers' inclination to acquire a product, influenced by processes of observation and education. Within the sports apparel sector, the implementation of robust marketing strategies is pivotal for sustaining and augmenting consumer purchase intention. Mills, a purveyor of sports attire, utilizes the strategy of engaging brand ambassadors to enhance its brand image and bolster purchase intention. Bandung, as the city contributing the most athletes to Indonesia across various sports, serves as the focus of this research. The objective of this research is to examine the mediating function of brand image in moderating the impact exerted by the brand ambassador, Marc Klok, on the intention to purchase Mills products within Bandung. A descriptive quantitative approach was employed, with analyses performed through the application of SmartPLS 3.2.9 for model evaluation. It has been revealed that the brand ambassador's direct influence on purchase intention is not substantial; however, a notable impact on brand image is observed. In turn, brand image markedly affects purchase intention and serves as a crucial mediator linking the brand ambassador to purchase intention.
Keywords: brand ambassador, brand image, purchase intention
Authors who publish in this journal agree to the following rules:
- Authors retain copyright and give the journal the right of first publication, with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors may enter separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., posting it to an institutional repository or publishing it in a book), with attribution to the journal's initial publication.
- Authors are permitted and recommended to post their work online (such as in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges as well as earlier and greater citation of published work.
