Amalia, Fitri (2023) PENGARUH BRAND AMBASSADOR DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
This study aims to determine influence of brand ambassador (X1) and halal label (X2) on purchase decision (Y) with brand trust (Z) as an intervening variabel on users of Sunsilk Hijab Shampoo. The method used in this research is quantitative research with descriptive approach. The population in this study is all the students of the University of Sultan Ageng Tirtayasa who is a users of Sunsilk Hijab Shampoo. The samples are 112 female students of Sultan Ageng Tirtayasa University using purposive sampling method. Technique of the analysis used in this research is Structural Equation Modelling (SEM) with analysis tool by SmartPLS 4.0 Professional version. The result of this study show that : (1) Brand ambassador has positive and significant effect on purchase decision. (2) Halal label has negative and no significant effect on purchase decision. (3) Brand ambassador has positive and significant effect on brand trust. (4) Halal label has positive but no significant effect on brand trust. (5) Brand trust has positive and significant effect on purchase decision. (6) Brand ambassador has positive and significant effect on purchase decision mediated by the brand trust variable. (7) Halal label has positive but no significant effect on purchase decision mediated by the brand trust variable.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador (X1) dan label halal (X2) terhadap keputusan pembelian dengan brand trust sebagai variabel intervening pada pengguna Shampoo Sunsilk Hijab. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif. Populasi dalam penelitian ini adalah seluruh mahasiswa Universitas Sultan Ageng Tirtayasa yang merupakan pengguna Shampoo Sunsilk Hijab. Sampel penelitian ini berjumlah 112 mahasiswi Universitas Sultan Ageng Tirtayasa dengan menggunakan purposive sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS 4.0 Professional. Hasil penelitian ini menunjukkan bahwa : (1) Brand ambassador berpengaruh positif dan signifikan terhadap keputusan pembelian. (2) Label Halal berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian. (3) Brand ambassador berpengaruh positif dan signifikan terhadap brand trust. (4) Label halal berpengaruh positif tetapi tidak signifikan terhadap brand trust. (5) Brand trust berpengaruh positif dan signifikan terhadap keputusan pembelian. (6) Brand ambassador berpengaruh positif dan signifikan terhadap keputusan pembelian dengan dimediasi oleh variabel brand trust. (7) Label halal berpengaruh positif tetapi tidak signifikan terhadap keputusan pembelian dengan dimediasi oleh variabel brand trust. | |||||||||
| Uncontrolled Keywords: | Brand Ambassador, Halal Label, Brand Trust, and Purchase Decision. Brand Ambassador, Label Halal, Brand Trust, dan Keputusan Pembelian. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) Communication > Communication (General) |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | 5551190066 Amalia Fitri | |||||||||
| Date Deposited: | 14 Nov 2023 11:05 | |||||||||
| Last Modified: | 14 Nov 2023 11:05 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/30912 |
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