The Influence of Brand Ambassador Dimensions on Interest in Using Mandiri E-Money in Bandung City

The purpose of this study was to examine the effect of brand ambassador dimensions consisting of visibility, credibility, attraction, and power on interest in using Mandiri E-Money in Bandung City. In 2024 the volume of electronic money transactions increased compared to the previous year, while the market share of Mandiri e-money has decreased for the last three years. This condition indicates that interest in using Mandiri e-money is low. This study used a sample of 100 respondents with purposive sampling method. The analytical tools used are validity test and instrument reliability test, classical assumption test, multiple regression test, partial test, and simultaneous test with the help of SPSS version 27 software.) Visibility has a positive effect on interest in using. 2) Credibility has a positive effect on interest in using. 3) Attraction has a positive effect on interest in using. 4) Power has a positive effect on interest in using. 5) Visibility, credibility, attraction, and power brand ambassadors have a positive effect on interest in using. The results of this study are also useful for companies or managers of Bank Mandiri and similar industries to increase the effectiveness of selecting brand ambassadors to strengthen consumer interest in the use of e-money products.