{"id":"https://openalex.org/W4287846121","doi":"https://doi.org/10.35877/454ri.qems993","title":"The Influence of Brand Ambassador on Purchasing Decisions for Wardah Products with Brand Image As An Intervening Variable at Indomaret Sigambal","display_name":"The Influence of Brand Ambassador on Purchasing Decisions for Wardah Products with Brand Image As An Intervening Variable at Indomaret Sigambal","publication_year":2022,"publication_date":"2022-06-27","ids":{"openalex":"https://openalex.org/W4287846121","doi":"https://doi.org/10.35877/454ri.qems993"},"language":"en","primary_location":{"id":"doi:10.35877/454ri.qems993","doi":"https://doi.org/10.35877/454ri.qems993","is_oa":true,"landing_page_url":"https://doi.org/10.35877/454ri.qems993","pdf_url":"https://jurnal.ahmar.id/index.php/qems/article/download/993/639","source":{"id":"https://openalex.org/S4210240950","display_name":"Quantitative Economics and Management Studies","issn_l":"2722-6247","issn":["2722-6247"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Quantitative Economics and Management Studies","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://jurnal.ahmar.id/index.php/qems/article/download/993/639","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5068789143","display_name":"Sri T. Hartati","orcid":"https://orcid.org/0000-0002-5511-3921","observed_orcids":["https://orcid.org/0000-0002-5511-3921","https://orcid.org/0009-0005-1119-3789"]},"institutions":[{"id":"https://openalex.org/I4387154883","display_name":"Universitas Labuhanbatu","ror":"https://ror.org/04apdjp43","country_code":"ID","type":"education","lineage":["https://openalex.org/I4387154883"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Sri Hartati","raw_affiliation_strings":["Faculty of Economics and Business, University of Labuhanbatu, Indonesia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Faculty of Economics and Business, University of Labuhanbatu, Indonesia","institution_ids":["https://openalex.org/I4387154883"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5111094217","display_name":"Junita Lubis","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4387154883","display_name":"Universitas Labuhanbatu","ror":"https://ror.org/04apdjp43","country_code":"ID","type":"education","lineage":["https://openalex.org/I4387154883"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Junita Lubis","raw_affiliation_strings":["Faculty of Economics and Business, University of Labuhanbatu, Indonesia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Faculty of Economics and Business, University of Labuhanbatu, Indonesia","institution_ids":["https://openalex.org/I4387154883"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5081110950","display_name":"Fauziah Hanum","orcid":"https://orcid.org/0000-0002-4323-2042","observed_orcids":["https://orcid.org/0000-0002-4323-2042"]},"institutions":[{"id":"https://openalex.org/I4387154883","display_name":"Universitas Labuhanbatu","ror":"https://ror.org/04apdjp43","country_code":"ID","type":"education","lineage":["https://openalex.org/I4387154883"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Fauziah Hanum","raw_affiliation_strings":["Faculty of Economics and Business, University of Labuhanbatu, Indonesia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Faculty of Economics and Business, University of Labuhanbatu, Indonesia","institution_ids":["https://openalex.org/I4387154883"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4387154883"],"apc_list":null,"apc_paid":null,"fwci":0.4155,"has_fulltext":true,"cited_by_count":4,"citation_normalized_percentile":{"value":0.67014572,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":95},"biblio":{"volume":"3","issue":"3","first_page":"435","last_page":"439"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.9980000257492065,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.9980000257492065,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13169","display_name":"Consumer Perception and Purchasing Behavior","score":0.0010000000474974513,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.00039999998989515007,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/brand-ambassadors","display_name":"brand ambassadors","score":0.9340000152587891},{"id":"https://openalex.org/keywords/purchase-decision","display_name":"purchase decision","score":0.9259999990463257},{"id":"https://openalex.org/keywords/brand-image","display_name":"brand image","score":0.9990000128746033},{"id":"https://openalex.org/keywords/wardah-cosmetics","display_name":"Wardah cosmetics","score":0.7590000033378601},{"id":"https://openalex.org/keywords/indomaret","display_name":"Indomaret","score":0.8849999904632568},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.7540000081062317}],"concepts":[{"id":"https://openalex.org/C2778813691","wikidata":"https://www.wikidata.org/wiki/Q1369832","display_name":"Purchasing","level":2,"score":0.8631017208099365},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.7029449939727783},{"id":"https://openalex.org/C2984367651","wikidata":"https://www.wikidata.org/wiki/Q431289","display_name":"Brand image","level":2,"score":0.6091892719268799},{"id":"https://openalex.org/C198531522","wikidata":"https://www.wikidata.org/wiki/Q485146","display_name":"Sample (material)","level":2,"score":0.4665866494178772},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4560813903808594},{"id":"https://openalex.org/C2779709291","wikidata":"https://www.wikidata.org/wiki/Q15699608","display_name":"Intervening variable","level":3,"score":0.45335686206817627},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.45052748918533325},{"id":"https://openalex.org/C2991704390","wikidata":"https://www.wikidata.org/wiki/Q838126","display_name":"Purchasing decision","level":3,"score":0.4488171637058258},{"id":"https://openalex.org/C2908647359","wikidata":"https://www.wikidata.org/wiki/Q2625603","display_name":"Population","level":2,"score":0.43820497393608093},{"id":"https://openalex.org/C2777267654","wikidata":"https://www.wikidata.org/wiki/Q3519023","display_name":"Test (biology)","level":2,"score":0.4348447024822235},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3875984251499176},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.08399695158004761},{"id":"https://openalex.org/C185592680","wikidata":"https://www.wikidata.org/wiki/Q2329","display_name":"Chemistry","level":0,"score":0.0},{"id":"https://openalex.org/C149923435","wikidata":"https://www.wikidata.org/wiki/Q37732","display_name":"Demography","level":1,"score":0.0},{"id":"https://openalex.org/C151730666","wikidata":"https://www.wikidata.org/wiki/Q7205","display_name":"Paleontology","level":1,"score":0.0},{"id":"https://openalex.org/C43617362","wikidata":"https://www.wikidata.org/wiki/Q170050","display_name":"Chromatography","level":1,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.35877/454ri.qems993","doi":"https://doi.org/10.35877/454ri.qems993","is_oa":true,"landing_page_url":"https://doi.org/10.35877/454ri.qems993","pdf_url":"https://jurnal.ahmar.id/index.php/qems/article/download/993/639","source":{"id":"https://openalex.org/S4210240950","display_name":"Quantitative Economics and Management Studies","issn_l":"2722-6247","issn":["2722-6247"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Quantitative Economics and Management Studies","raw_type":"journal-article"},{"id":"pmh:oai:ojs.jurnal.ahmar.id:article/993","doi":null,"is_oa":true,"landing_page_url":"https://jurnal.ahmar.id/index.php/qems/article/view/993","pdf_url":"https://qemsjournal.org/index.php/qems/article/download/993/639","source":{"id":"https://openalex.org/S4210240950","display_name":"Quantitative Economics and Management Studies","issn_l":"2722-6247","issn":["2722-6247"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"10.35877/454RI.qemsv3i3","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"doi:10.35877/454ri.qems993","doi":"https://doi.org/10.35877/454ri.qems993","is_oa":true,"landing_page_url":"https://doi.org/10.35877/454ri.qems993","pdf_url":"https://jurnal.ahmar.id/index.php/qems/article/download/993/639","source":{"id":"https://openalex.org/S4210240950","display_name":"Quantitative Economics and Management Studies","issn_l":"2722-6247","issn":["2722-6247"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Quantitative Economics and Management Studies","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4287846121.pdf","grobid_xml":"https://content.openalex.org/works/W4287846121.grobid-xml"},"referenced_works_count":9,"referenced_works":["https://openalex.org/W2466372479","https://openalex.org/W2580615490","https://openalex.org/W2775312072","https://openalex.org/W2996000839","https://openalex.org/W3111704208","https://openalex.org/W3188732028","https://openalex.org/W3216668513","https://openalex.org/W4224124495","https://openalex.org/W4232215454"],"related_works":["https://openalex.org/W4392609219","https://openalex.org/W4401446177","https://openalex.org/W7220637090","https://openalex.org/W6981350407","https://openalex.org/W4284895607","https://openalex.org/W4406036302","https://openalex.org/W4402143328","https://openalex.org/W7217950759","https://openalex.org/W2949955472","https://openalex.org/W4390419541"],"abstract_inverted_index":{"The":[0,29,37,51,81],"purpose":[1],"of":[2,10,16,68,99,102,128,140,159,195,205,224,229],"this":[3,40],"study":[4,41],"was":[5],"to":[6,61,150],"determine":[7],"the":[8,66,100,103,126,138,141,146,156,172,180,203,206,209,225],"influence":[9],"Brand":[11],"Ambassador":[12],"on":[13,94,122,165,171,190,202,219],"purchasing":[14,95,123,151,166,191,220],"decisions":[15,96,167,192,221],"Wardah":[17],"products":[18],"with":[19],"brand":[20,85,88,113,116,147,160,163,181,184,210,213],"image":[21,89,117,164,185,214],"as":[22],"an":[23,91],"intervening":[24],"variable":[25,149],"at":[26,46,76],"Indomaret":[27,47,77],"Sigambal.":[28],"data":[30,35],"processing":[31],"technique":[32,54],"uses":[33],"SPSS":[34],"analysis.":[36],"population":[38],"in":[39,48,78,97,193,222],"are":[42],"customers":[43],"or":[44],"buyers":[45],"Sigambal":[49,79],"Labuhanbatu.":[50,80],"sample":[52],"collection":[53],"used":[55,70],"is":[56,71,108,168],"probability":[57],"sampling":[58,64],"by":[59,145],"leading":[60],"a":[62,119,187,216],"random":[63],"incident,":[65],"number":[67],"samples":[69],"100":[72],"people":[73],"who":[74],"shop":[75],"research":[82],"concludes":[83],"that":[84,179],"ambassadors":[86,161],"and":[87,115,131,155,183,200,212],"have":[90,118,186,215],"independent":[92],"impact":[93,121,143,158,189,218],"terms":[98,194,223],"results":[101,127,204],"t-table":[104],"comparison":[105],"(0.":[106],"6777)":[107],"smaller":[109],"than":[110],"t-count,":[111],"then":[112],"ambassador":[114,148,182,211],"positive":[120],"decisions.":[124],"From":[125],"model":[129,132],"1":[130],"2,":[133],"it":[134,175],"can":[135,176],"be":[136,177],"seen":[137,178],"magnitude":[139],"direct":[142],"given":[144],"decisions,":[152],"namely:":[153],"0.308":[154],"indirect":[157],"through":[162],"0.88.":[169],"Based":[170],"overall":[173],"test,":[174,208],"simultaneous":[188,217],"Sig":[196],"0.000":[197],"<":[198],"0.05":[199],"based":[201],"f":[207,227,233],"calculated":[226],"value":[228],"14.109":[230],">":[231],"from":[232],"table":[234],"3.94.":[235]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":1},{"year":2023,"cited_by_count":1}],"updated_date":"2026-11-10T11:39:43.021295","created_date":"2022-07-26T00:00:00"}
