THE IMPACT OF BRAND AMBASSADOR ON INVESTMENT INTEREST: THE MEDIATING EFFECTS OF BRAND AWARENESS AND BRAND TRUST

Abstract

The development of technology is currently growing rapidly every day. Today’s developing technology helps people’s lives in all fields, including investment. With globalization, fintech investment has emerged which can make it easier for anyone to invest. One of the investment applications that is the object of this research is the Ajaib application. The Ajaib application has been registered at OJK and is guaranteed to be safe. Ajaib has made a new breakthrough by recruiting Lisa Blackpink as its brand ambassador in the hope that Lisa can inspire young Indonesians to invest for a safer future. Lisa is a member of a girl group from South Korea called Blackpink which is very popular in many countries including Indonesia. Lisa can affect brand awareness, brand trust, and investment interest in the Ajaib application. This study aims to test the influence of brand ambassadors on investment interest mediated by brand awareness and brand trust. The hypothesis was tested using a quantitative method. Data collection was carried out using a questionnaire which was distributed directly to respondents via social media. The data analysis technique used is Partial Least Square - Structural Equation Modeling (PLS-SEM) using the SmartPLS program.