PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Studi Produk Masker Wajah Wardah Pada Konsumen Di Kecamatan Curugbitung)

ELIS, ELIS (2025) PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Studi Produk Masker Wajah Wardah Pada Konsumen Di Kecamatan Curugbitung). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to examine the effect of Brand Ambassador (X1) and Brand Image (X2) on Purchase Decision (Y) with Brand Awareness (Z) as an intervening variable. The research method used is quantitative with a descriptive approach. This study collects data based on questionnaires and literature studies. The population in this study consists of consumers of Wardah Face Mask products in Curugbitung Subdistrict aged 17-35 years, with a sample size of 136 respondents selected through purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4.1 analysis tool. The results of this study indicate that Brand Ambassador has a positive and significant effect on Purchase Decision, Brand Image has a positive but insignificant effect on Purchase Decision, Brand Ambassador has a positive and significant effect on Brand Awareness, Brand Image has a positive and significant effect on Brand Awareness, Brand Awareness has a positive and significant effect on Purchase Decision, while Brand Awareness mediates the indirect effect of Brand Ambassador and Brand Image on Purchase Decision.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	TAUFIK, HER	196412122000121005
Thesis advisor	NUPUS, HAYATI	197708122008122002

Additional Information:

Penelitian ini bertujuan untuk menguji pengaruh Brand Ambassador (X1) dan Brand Image (X2) Terhadap Purchase Decision (Y) dengan Brand Awareness (Z) Sebagai Variabel Intervening. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner, studi kepustakaan. Populasi dalam penelitian ini adalah konsumen Produk Masker Wajah Wardah di Kecamatan Curugbitung yang berusia 17-35 tahun dan sampel sebanyak 136 responden dengan penarikan purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4.1. Penelitian ini memiliki hasil bahwa, Brand Ambassador berpengaruh positif dan signifikan terhadap Purchase Decision, Brand Image berpengaruh positif namun tidak signifikan terhadap Purchase decision, Brand Ambassador berpengaruh positif dan signifikan terhadap Brand Awareness, Brand Image berpengaruh positif dan signifikan terhadap Brand Awareness, Brand Awareness berpengaruh Posiitif dan signifikan terhadap Purchase Decision, Sedangkan Brand Awareness Memeadiasi pengaruh tidak langsung Brand Ambassador dan Brand Image terhadap Purchase Deciaion.

Uncontrolled Keywords:

Brand Ambassador, Brand Image, Brand Awareness Purchase Decision. Brand Ambassador, Brand Image, Brand Awareness Purchase Decision.

Subjects:

H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management

Divisions:

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

Depositing User:

Mrs Elis Elis

Date Deposited:

26 Aug 2025 03:36

Last Modified:

26 Aug 2025 03:36

URI:

http://eprints.untirta.ac.id/id/eprint/52734

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