Akbar, Joufant Zedekian (2025) PENGARUH SOCIAL MEDIA MARKETING DAN BRAND AMBASSADOR TERHADAP PURCHASE DECISION YANG DIMEDIASI BRAND IMAGE (Studi Pengguna Produk Rexona Pada Mahasiswa Universitas Sultan Ageng Tirtayasa). S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
This study aims to explore the influence of social media marketing and brand ambassadors on purchase decisions, with brand image as a mediating variable among users of Rexona products at Sultan Ageng Tirtayasa University. The research method used is quantitative with a causal associative approach. Data collection was conducted through questionnaires and literature reviews. The population in this study consisted of UNTIRTA students who use Rexona deodorant which use social media instagram and tiktok, with a sample size of 200 respondents. The sampling technique employed was purposive sampling. Data analysis was performed using the Structural Equation Modeling (SEM) method with SmartPLS 4.0 software. The results of this study indicate that: (1) Social Media Marketing does not have a significant effect on Purchase Decisions. (2) Brand Ambassador does not have a significant effect on Purchase Decisions. (3) Social Media Marketing has a positive and significant effect on Brand Image. (4) Brand Ambassador has a positive and significant effect on Brand Trust. (5) Brand Image has a positive and significant effect on Purchase Decisions. (6) Brand Image can mediate the influence of Social Media Marketing on Purchase Decisions. (7) Brand Image can mediate the influence of Brand Ambassador on Purchase Decisions.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini memiliki tujuan untuk menelusuri pengaruh social media marketing dan brand ambassador terhadap purchase decision dengan brand image sebagai variabel mediasi pengguna produk rexona pada mahasiswa Universitas Sultan Ageng Tirtayasa. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan asosiatif kausal. Pengumpulan data dilakukan melalui kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah mahasiswa UNTIRTA pengguna deodorant Rexona yang menggunakan social media instagram dan tiktok, dengan jumlah sampel sebanyak 200 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data dilakukan menggunakan metode Structural Equation Modelling (SEM) dengan software SmartPLS 4.0. Hasil penelitian ini menunjukkan bahwa: (1) Social Media Marketing tidak berpengaruh signifikan terhadap Purchase Decision. (2) Brand Ambassador tidak berpengaruh signifikan terhadap Purchase Decision. (3) Social Media Marketing berpengaruh positif dan signifikan terhadap Brand Image. (4) Brand Ambassador berpengaruh positif dan signifikan terhadap Brand Trust. (5) Brand Image berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Brand Image mampu memediasi pengaruh Social Media Marketing terhadap Purchase Decision. (7) Brand Image mampu memediasi pengaruh Social Media Marketing terhadap Purchase Decision | |||||||||
| Uncontrolled Keywords: | Social Media Marketing; Brand Ambassador; Brand Image; Purchase Decision Social Media Marketing; Brand Ambassador; Brand Image; Purchase Decision | |||||||||
| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
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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: | Joufant Zedekian Akbar | |||||||||
| Date Deposited: | 06 Aug 2025 06:52 | |||||||||
| Last Modified: | 06 Aug 2025 06:52 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/51542 |
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