WIDI ASTUTI, AZHYZE (2025) PENGARUH BRAND AMBASSADOR DAN BRAND PERSONALITY DIMODERASI OLEH KOREAN WAVE TERHADAP PURCHASE DECISION (Survei pada Konsumen Produk Somethinc). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research was conducted to determine the influence of brand ambassadors and brand personality on purchase decisions with the Korean wave as a moderating variable for Somethinc consumers. Data collection in this research was carried out through questionnaires and literature study. The population of this research is Somethinc customers in Serang City aged 17-35 years and a sample of 128 respondents using the purposive sampling method with accidental sampling. The analytical method used is Structural Equation Modeling (SEM) with the SmartPLS 4 analysis tool. The results of this research show that: (1) Brand ambassadors have a positive but not significant effect on purchase decisions. (2) Brand personality has a positive and significant effect on purchase decisions. (3) The Korean wave has a positive and significant effect on purchase decisions. (4) The Korean wave has the ability to moderate the influence of brand ambassadors on purchase decisions. (5) The Korean wave has the ability to moderate the influence of brand personality on purchase decisions.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini dilakukan untuk mengetahui pengaruh brand ambassador dan brand personality terhadap purchase decision dengan korean wave sebagai variabel moderasi pada konsumen Somethinc. Pengumpulan data pada penelitian ini dilakukan melalui kuisioner dan studi kepustakaan. Populasi penelitian ini adalah pelanggan Somethinc di Kota Serang yang berusia 17-35 tahun dan sampel sebanyak 128 responden menggunakan metode purposive sampling dengan penarikan accidental sampling. Metode analisis yang digunakan adalah Structural Equation Modeling (SEM) dengan alat analisis SmartPLS 4. Hasil penelitian ini menunjukan bahwa: (1) Brand ambassador berpengaruh positif tetapi tidak signifikan terhadap purchase decision. (2) Brand personality berpengaruh positif dan signifikan terhadap purchase decision. (3) Korean wave berpengaruh positif dan signifikan terhadap purchase decision. (4) Korean wave memiliki kemampuan untuk memoderasi pengaruh brand ambassador terhadap purchase decision. (5) Korean wave memiliki kemampuan untuk memoderasi pengaruh brand personality terhadap purchase decision. | |||||||||
| Uncontrolled Keywords: | Brand ambassador, Brand personality, Korean wave, Purchase decision. Brand ambassador, Brand personality, Korean wave, 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 |
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| Depositing User: | Azhyze Widi Astuti | |||||||||
| Date Deposited: | 18 Mar 2025 08:12 | |||||||||
| Last Modified: | 18 Mar 2025 08:12 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/47927 |
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