Azizah, Wanda (2023) PENGARUH SOCIAL MEDIA MARKETING DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING. S1 thesis, Universitas sultan ageng tirtayasa.
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Abstract
This research aims to determine the role of brand image in mediating purchasing decision factors among Indonesian Esteh consumers at Cigaadung outlets. The research method used is quantitative with a descriptive approach. This research collects data based on questionnaires, literature studies and observations. The population in this study were all Indonesian Esteh consumers at Cigadung outlets and a sample of 112 respondents using convenience sampling. The data analysis method used is structural equation modeling (SEM) with the SmartPLS 3.3.3 analysis tool. The statistical test results show that social media marketing has no significant effect on purchasing decisions, brand ambassadors have no significant effect on purchasing decisions, brand image has a significant positive effect on purchasing decisions, social media marketing has a significant positive effect on brand image, brand ambassadors have a significant positive effect on brand image. The results of the mediation test show that brand image as an intervening variable is able to mediate the relationship between social media marketing and purchasing decisions, brand image is able to mediate the relationship between brand ambassadors and purchasing decisions.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui peran brand image dalam memediasi factor – factor keputusan pembelian pada konsumen esteh indonesi di outlet cigaadung. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner, studi kepustakaan serta observasi. Populasi dalam penelitian ini adalah seluruh konsumen esteh Indonesia outlet cigadung dan sampel sebanyak 112 responden dengan penarikan convenience sampling. Metode analisis data yang digunakan adalah structure equation modelling (SEM) dengan alat analisis SmartPLS 3.3.3. Hasil uji statistic menunjukan bahwa social media marketing tidak berpengaruh signifikan terhadap keputusan pembelian, brand ambassador tidak berpengaruh signifikan terhadap keputusan pembelian , brand image berpengaruh positif signifikan terhadap keputusan pembelian,social media marketing berpengaruh positif signifikan terhadap brand image, brand ambassador berpengaruh positif signifikan terhadap brand image. Hasil uji mediasi menunjukan bahwa brand image sebgai variabel intervening mampu memediasi hubungan antara social media marketing terhadap keputusan pembelian, brand image mamp | |||||||||
| Uncontrolled Keywords: | social media marketing, brand ambassador, purchasing decisions and brand image social media marketing, brand ambassador, keputusan pembelian dan brand image | |||||||||
| Subjects: | C Auxiliary Sciences of History > CD Diplomatics. Archives. Seals C Auxiliary Sciences of History > CD Diplomatics. Archives. Seals > CD921 Archives Communication > Science Journalism |
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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: | Mrs Wanda Azizah | |||||||||
| Date Deposited: | 05 Jun 2024 10:34 | |||||||||
| Last Modified: | 05 Jun 2024 10:34 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/35676 |
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