SANDRINA, ADELLA (2025) PENGARUH BRAND AMBASSADOR DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna Tokopedia di Tangerang Selatan). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to determine the influence of Brand Ambassador (BA) and Brand Image (BI) on Purchase Decision (PD) which is mediated by Consumer Trust in Tokopedia users. The method used in this research is quantitative research with a descriptive approach. The population in this research is Tokopedia users in South Tangerang City. The sample for this research consisted of 112 respondents using the Purposive Sampling methods. The data analysis technique used in this research is Structural Equation Modeling (SEM) using the SmartPLS 4.0 analysis tool. The results of this research show that: (1) Brand Ambassador has a positive but not significant effect on Purchase Decision. (2) Brand Image has a positive and significant effect on Purchase Decision. (3) Brand Ambassador has a positive and significant effect on Consumer Trust. (4) Brand Image has a positive and significant effect on Consumer Trust. (5) Consumer Trust has a positive and significant effect on Purchase Decision. (6) Brand Ambassador has a positive and significant effect on Purchase Decision mediated by Consumer Trust. (7) Brand Image has a positive and significant effect on Purchase Decision mediated by Consumer Trust.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh Brand Ambassador (BA) dan Citra Merek (CM) terhadap Keputusan Pembelian (KP) yang dimediasi oleh Kepercayaan Konsumen (KK) pada pengguna Tokopedia. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pandekatan deskriptif. Populasi dalam penelitian ini adalah pengguna Tokopedia di Kota Tangerang Selatan. Sampel penelitian ini berjumlah 112 responden dengan menggunakan metode Purposive Sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah Strctural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS 4.0. Hasil penelitian ini menunjukkan bahwa: (1) Brand Ambassador berengaruh positif namun tidak signifikan terhadap Keputusan Pembelian. (2) Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (3) Brand Ambassador berpengaruh positif dan signifikan terhadap Kepercayaan Konsumen. (4) Citra Merek berpengaruh positif dan signifikan terhadap Kepercayaan Konsumen. (5) Kepercayaan Konsumen berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (6) Brand Ambassador berpengaruh positif dan signifikan terhadap Keputusan Pembelian yang dimediasi oleh Kepercayaan Konsumen. (7) Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian yang dimediasi oleh Kepercayaan Konsumen. | |||||||||
| Uncontrolled Keywords: | Brand Ambassador, Brand Image, Consumer Trust, Purchase Decision, Mediation. Brand Ambassador, Citra Merek, Kepercayaan Konsumen, Keputusan Pembelian, Mediasi | |||||||||
| 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: | - adella sandrina - | |||||||||
| Date Deposited: | 22 Sep 2025 03:08 | |||||||||
| Last Modified: | 22 Sep 2025 03:08 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54682 |
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