PERAN BRAND TRUST DAN BRAND IMAGE DALAM MEMEDIASI PENGARUH ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION (Studi Pada Konsumen Scarlett Whitening Marketplace Shopee di Kota Tangerang)

WULANDARI, DEA (2025) PERAN BRAND TRUST DAN BRAND IMAGE DALAM MEMEDIASI PENGARUH ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION (Studi Pada Konsumen Scarlett Whitening Marketplace Shopee di Kota Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to determine the effect of brand trust and brand image in mediating the influence between online customer review on purchase decisions among consumers of the Scarlett Whitening marketplace Shopee in Tangerang City. This research uses quantitative methods with a descriptive approach with a sample size of 126 respondents who have purchased Scarlett Whitening in Tangerang City aged 15-35 years. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4 analysis tool. The results of this research indicate that: (1) Online Customer Review has a positive and significant effect on Purchase Decision. (2) Online Customer Review has a positive and significant effect on Brand Trust. (3) Online Customer Review has a positive and significant effect on Brand Image. (4) Brand Trust has a positive and significant effect on Purchase Decision. (5) Brand Image has a positive and significant effect on Purchase Decision. (6) Brand Trust can partially mediate the effect of Online Customer Review on Purchase Decision. (7) Brand Image can partially mediate the effect of Online Customer Review on Purchase Decision.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	DAVID RAMDANSYAH, AGUS	197110222009121002
Thesis advisor	MUMTAZAH DAMARWULAN, LIZA	197411292005012001

Additional Information:

Penelitian ini bertujuan untuk menguji pengaruh brand trust dan brand image dalam memediasi pengaruh antara online customer review terhadap purchase decision pada konsumen Scarlett Whitening marketplace Shopee di Kota Tangerang. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dengan jumlah sampel 126 responden yang telah membeli Scarlett Whitening di Kota Tangerang yang berusia 15-35 tahun. Pengumpulan data berdasarkan kuesioner, observasi, dan studi literatur. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4. Hasil penelitian ini menunjukkan bahwa: (1) Online Customer Review berpengaruh positif dan signifikan terhadap Purchase Decision. (2) Online Customer Review berpengaruh positif dan signifikan terhadap Brand Trust. (3) Online Customer Review berpengaruh positif dan signifikan terhadap Brand Image. (4) Brand Trust berpengaruh positif dan signifikan terhadap Purchase Decision. (5) Brand Image bepengaruh positif dan signifikan terhadap Purchase Decision. (6) Brand Trust mampu memediasi pengaruh Online Customer Review terhadap Purchase Decision. (7) Brand Image mampu memediasi pengaruh Online Customer Review terhadap Purchase Decision.

Uncontrolled Keywords:

Online Customer Review, Brand Trust, Brand Image, Purchase Decision. Online Customer Review, Brand Trust, Brand Image, Purchase Decision.

Subjects:

H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Dea Wulandari

Date Deposited:

28 Feb 2025 08:03

Last Modified:

28 Feb 2025 08:03

URI:

http://eprints.untirta.ac.id/id/eprint/47366

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