PENGARUH BRAND AMBASSADOR DAN SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Smartphone Samsung di Kabupaten Tangerang)

RAHAYU, CAHYANING (2024) PENGARUH BRAND AMBASSADOR DAN SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Smartphone Samsung di Kabupaten Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to examine the effect of Brand Ambassador and Social Media Marketing on Purchase Decision with Brand Awareness as an intervening variable. 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 residents of Tangerang Regency who used Samsung smartphones aged 17-65 years with a sample of 114 respondents. The sampling method used used purposive sampling and sample withdrawal using accidental sampling. Structured Equation Modeling (SEM) is used as an analysis method with the SmartPLS 4 analysis tool. The results in this study are brand ambassadors have a significant effect on purchase decisions, social media marketing has a positive but insignificant effect on purchase decisions. Brand awareness can mediate the indirect effect of brand ambassadors and social media marketing on purchase decisions.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	LUTFI, LUTFI	196711032005011001
Thesis advisor	NUFUS, HAYATI	197708122008122002

Additional Information:

Penelitian ini bertujuan untuk menguji pengaruh Brand Ambassador dan Social Media Marketing terhadap Purchase Decision dengan Brand Awareness sebagai variabel intervening. Metode penelitian yang digunakan ialah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan pada kuesioner, studi kepustakaan serta observasi. Populasi dalam penelitian ini adalah warga Kabupaten Tangerang pengguna smartphone Samsung berusia 17-65 tahun dengan sampel sebanyak 114 responden. Metode sampling yang digunakan menggunakan purposive sampling serta penarikan sampel menggunakan accidental sampling. Structured Equation Modeling (SEM) digunakan sebagai metode analisis dengan alat analisis SmartPLS 4. Hasil dalam penelitian ini yaitu brand ambassador berpengaruh signifikan terhadap purchase decision, social media marketing berpengaruh positif tetapi tidak signifikan terhadap purchase decision. Brand awareness dapat memediasi pengaruh tidak langsung terhadap brand ambassador dan social media marketing terhadap purchase decision.

Uncontrolled Keywords:

Brand Ambassador, Social Media Marketing, Brand Awareness, Purchase Decision. Brand Ambassador, Social Media Marketing, Brand Awareness, Purchase Decision.

Subjects:

H Social Sciences > H Social Sciences (General)

Divisions:

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

Depositing User:

Cahyaning Rahayu

Date Deposited:

18 Mar 2025 07:07

Last Modified:

18 Mar 2025 07:07

URI:

http://eprints.untirta.ac.id/id/eprint/47917

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