AMALIA, IMAS (2025) PERAN BRAND TRUST DALAM MEMEDIASI PENGARUH ONLINE CUSTOMER REVIEW DAN BRAND IMAGE TERHADAP PURCHASE DECISION (Studi Kasus Pada hand & body lotion Marina di Kota Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the role of Brand trust in Mediating the Effect of Online customer review and Brand image on Purchase decision on Marina hand & body lotion in Tangerang City. The method used in this research is quantitative research with a descriptive approach. The population in this study are people in Tangerang city aged 17 - 45 years who have ever made a purchase of at least 1 time Marina hand & body lotion and the sample This study amounted to 180 using purposive sampling and accidentalsampling.. Technique The data analysis technique used in this research is Structural Equation Modeling (SEM) using the SmartPLS 4.0 analysis tool. The results showed that: (1) Online customer review has a positive and significant effect on Purchase decision. (2) Brand image has no effect on Purchase decision. (3) Online customer review has a positive and significant effect on Brand trust. (4) Brand image has a positive and significant effect on Brand trust. (5) Brand trust has a positive and positive and Significant on Purchase decision. (6) Online customer review has a positive and significant effect on Purchase decision which is mediated by the Brand trust variable. (7) Brand image has a positive and significant effect on Purchase decision, which is mediated by the Brand trust variable.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui peran Brand trust (Z) dalam Memediasi Pengaruh Online customer review (X1) dan Brand image (X2) terhadap Purchase decision (Y) pada hand & body lotion Marina di Kota Tangerang. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif. Populasi dalam penelitian ini adalah masyarakat kota Tangerang yang berumur 17 - 45 tahun pernah melakukan pembelian minimal 1 kali hand & body lotion Marina dan sampel penelitian ini berjumlah 180 dengan menggunakan metode purposive sampling serta penarikan sampel accidental sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS 4.0. Hasil penelitian menunjukkan bahwa: (1) Online customer review berpengaruh positif dan signifikan terhadap Purchase decision. (2) Brand image tidak berpengaruh terhadap Purchase decision. (3) Online customer review berpengaruh positif dan signifikan terhadap Brand trust. (4) Brand image berpengaruh positif dan signifikan terhadap Brand trust. (5) Brand trust berpengaruh positif dan Signifikan terhadap Purchase decision. (6) Online customer review berpengaruh positif dan signifikan terhadap Purchase decision yang dimediasi oleh variabel Brand trust. (7) Brand image berpengaruh positif dan signifikan terhadap Purchase decision.yang dimediasi oleh variabel Brand trust. | |||||||||
| Uncontrolled Keywords: | Online Customer Review, brand image, brand trust, purchase decision | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial 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: | Amel Amalia Imas | |||||||||
| Date Deposited: | 10 Sep 2025 07:28 | |||||||||
| Last Modified: | 10 Sep 2025 07:28 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54046 |
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