The Effect of Brand Ambassador at Otoproject Automotive Accessories Company on Customer Loyalty

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Wirawan, Muhammad Fandy (2026) The Effect of Brand Ambassador at Otoproject Automotive Accessories Company on Customer Loyalty. Masters thesis, IPMI Institute.

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Abstract

The automotive accessories sfttor is expected to grow rapidly, creating competitive environment where brand ambassadors could play a critical role. in molding company image and building customer loyalty. This study looks at the impact of brand ambassadors on the brand campaign Of OTOPROJECT, an Indonesian automotive accessories firm. It seeks to investigate how brand ambassadors influence a company's image, Client purchasing behavior, and overall loyalty. Using a quantitative methodology, the study analyzes seven important hypotheses: Brand ambassadors improve company image. Company Image increases Purchase Decision. Brand Ambassadors improve Purchase Decisions. Purchase Decision strengthens customer loyalty. Brand ambassadors boost customer loyalty. Company image enhances customer loyalty. Brand Ambassador and Customer loyalty are mediated by company image. Data will be gathered through a standardized online questionnaire with a Likert scale to assess criteria such as brand ambassador transference, congruence, attractiveness, power to company personality, and reputation. Data will be analyzed using SEM methods with Smart PLS 4 software. The findings are likely to add to the limited study on brand ambassadors in the automotive industry, providing actionable insights for firms such as OTOPROJECT to improve corporate strategy and strengthen customer connections. This research will also serve as a reference for future studies on brand promotions, purchase decision and customer loyalty.

Keywords: Automotive Accessories Industry, Brand Ambassador, Company Image, Purchase Decision, Customer Loyalty.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: sandra margaretha
Date Deposited: 28 Sep 2026 02:33
Last Modified: 28 Sep 2026 02:33
URI: http://repository.ipmi.ac.id/id/eprint/3039

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