The Influence of Brand Ambassador, Tagline, and Outlet Location on Purchase Decisions: The Mediating Role of Brand Image

Gunarianto; Ike Kusdyah Rachmawati; Yunus Handoko

doi:10.61987/jemr.v5i2.1851

Authors

Gunarianto Institute Teknologi dan Bisnis Asia Malang
Ike Kusdyah Rachmawati Institut Teknologi dan Bisnis Asia Malang
Yunus Handoko Institut Teknologi dan Bisnis Asia Malang

DOI:

https://doi.org/10.61987/jemr.v5i2.1851

Keywords:

Brand Ambassador, Brand Image, Tagline, Tourism Retail

Abstract

This study examines the influence of brand ambassador, tagline, and outlet location on purchase decisions, with brand image as a mediating variable, using Malang Strudel as a tourism-based retail case. A quantitative explanatory design was employed using purposive sampling of consumers who had purchased Malang Strudel within the last six months and had prior exposure to brand promotions. Data were collected through structured questionnaires across six outlet clusters and analyzed using PLS-SEM (SmartPLS 4). The results indicate that brand ambassador (β = 0.611), tagline (β = 0.396), and outlet location (β = 0.336) significantly influence brand image. Brand image strongly affects purchase decisions (β = 0.472) and serves as a key mediating mechanism, with the strongest indirect effect observed in the brand ambassador pathway (β = 0.289). While brand ambassador and tagline retain significant direct effects on purchase decisions, outlet location exhibits only a marginal direct influence. These findings underscore the central role of brand image as a perceptual bridge that transforms communication cues into consumer behavior. The study extends brand equity theory by demonstrating that brand image functions as the primary conversion mechanism between symbolic branding cues and purchase decisions in tourism-based retail contexts.

References

Afifah, W. (2025). Flashcard Learning Strategy Builds Understanding and Engagement in Islamic Law: Strategi Pembelajaran dengan Kartu Flash Meningkatkan Pemahaman dan Keterlibatan dalam Hukum Islam. Academia Open, 10(2), 10–21070. https://doi.org/10.21070/acopen.10.2025.12128

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd (ed.)). SAGE Publications. https://doi.org/10.1007/978-3-030-80519-7

Hung, K. (2021). Celebrity, Influencer, and Brand Endorsement: Processes and Effects BT - Oxford Research Encyclopedia of Communication. https://doi.org/10.1093/acrefore/9780190228613.013.1106

Keller, K. L. (2020). Building customer-based brand equity: A blueprint for creating strong brands. Marketing Science Institute Working Paper Series, 01(107). https://thearf-org-unified-admin.s3.amazonaws.com/MSI/2020/06/MSI_Report_01-107.pdf

Kholifatunnisak, K. (2024). Manajemen Kurikulum PAI Dalam Meningkatkan Karakter Religius Peserta Didik di MTs Azzainiyah 1 Randumerak. Jurnal Educatio FKIP UNMA, 10(3). https://doi.org/10.31949/educatio.v10i3.9122

Kulsum, U. (2025). Fostering Student Creativity through Discovery Learning: A Study on Islamic Religious Education in Elementary Schools. EDUCARE: Jurnal Ilmu Pendidikan, 4(1), 14–26. https://doi.org/10.71392/ejip.v4i1.80

Lawu, S. H., Andriani, R., & Febriana, R. (2021). Dampak Brand Ambassador Terhadap Keputusan Pembelian. https://ejournal-binainsani.ac.id/index.php/JAK/article/view/1591

Ma’isyah, M., Rizal, M. S., Iqna’a, F. J., & Setiawan, B. A. (2024). Dynamics Of Islamic Boarding Schools in Facing Globalization: Integration Between Tradition and Modernity. Proceeding Of International Conference On Education, Society And Humanity, 2(2), 71–80.

Mulyadi, M., & Sutiah, S. (2025). Academic Supervision as a Catalyst for Professional Growth in Schools. Applied Community Services Journal, 1(1), 1–9.

Mustafa, M., & Maulana, M. Z. (2024). Learning innovation: improving educational effectiveness in the digital age. Proceeding of International Conference on Education, Society and Humanity, 2(2), 720–726.

Nisa, K., & Khalid, J. (2024). Pengaruh Lokasi, Persepsi Harga, Dan Citra Merek Terhadap Keputusan Pembelian Konsumen Mixue. https://ejournal.asaindo.ac.id/index.php/hcd/article/view/2632

Paludi, S., & Juwita, R. (2021). Pengaruh Persepsi Harga, Lokasi Dan Kualitas Produk Terhadap Keputusan Pembelian. https://doi.org/10.25134/equi.v18i1.3498

Parasari, N. S. M., Wijaya, G. C., Purwandari, D. P., & Permana, G. P. L. (2023). Pengaruh Viral Marketing, Brand Ambassador dan Tagline Terhadap Keputusan Pembelian Produk Avoskin Beauty di Denpasar. Jurnal Ilmiah Manajemen Kesatuan, 11(1), 153–162. https://doi.org/10.37641/jimkes.v11i1.1740

Prayoga, A. S., Auliyah, F., & Safitri, S. D. (2025). Reviving Dahlan’s Vision: Integrating Tradition and Modernity in Islamic Education Today. TsuRAYA: Jurnal Pendidikan Guru Madrasah Ibtidaiyah Dan Pendidikan Dasar, 1(1), 1–20.

Purwati, A., & Cahyanti, M. M. (2022). Pengaruh brand ambassador dan brand image terhadap minat beli yang berdampak pada keputusan pembelian. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 11(1), 32–46. https://doi.org/10.46367/iqtishaduna.v11i1.526

Romzy, M., Surbakti, A. H., Nurleli, Ramli, Fitriani, Hidayati, S., Andreas, Setiyono, Ansori, & Astuti, R. (2025). Manajemen Pengembangan Pembiayaan Di Pendidikan Lembaga Islam. Yayasan Pendidikan Hidayatun Nihayah.

Rumajar, M. D., Tumbel, A. L., & Djemly, W. (2022). Pengaruh Lokasi Dan Atmosfer Toko Terhadap Keputusan Pembelian Pada Warkop Kemang Manado. https://doi.org/10.35794/emba.v10i3.41960

Sabella, V. P., Hermawan, A., & Dhewi, T. S. (2022). The Influence of Brand Ambassador and Social Media Marketing on Purchase Intention Through Brand Image: Study on Consumers “Sang Dewa Snack.” International Journal of Humanities, Education, and Social Sciences (IJHESS). https://www.researchgate.net/publication/366794870_The_Influence_of_Brand_Ambassador_and_Social_Media_Marketing_on_Purchase_Intention_Through_Brand_Image_Study_on_Consumers_Sang_Dewa_Snack

Subekti, R. A., Hindarti, S., & Arifin, Z. (2020). Analisis faktor-faktor yang mempengaruhi keputusan konsumen dalam pembelian Malang Strudel. https://jim.unisma.ac.id/index.php/SEAGRI/article/view/6199

Suhermanto, S. (2024). Kiai Kampung and Transformational Leadership: A Model for Non-formal Education to Improve Community Quality of Life. Journal of Pesantren and Diniyah Studies, 1(2), 165–174. https://doi.org/10.63245/jpds.v1i2.25

Zaini, A. W., Huggins, B. A., & Prasetyo, R. (2025). Barriers to Effective Implementation of Edutainment in the Classroom. Education and Sociedad Journal, 2(2), 78–87. https://doi.org/10.61987/edsojou.v2i2.706

Zhang, S. (2024). A research on the impact of advertising slogans’ attributes on consumer purchase intention. International Journal of Marketing Research, 46(2), 112–129. https://doi.org/10.1177/0265532223110027