PENGARUH BRAND AMBASSADOR DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Sampo Merek Head & Shoulders)

Qolbiy, Syifaul (2025) PENGARUH BRAND AMBASSADOR DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Sampo Merek Head & Shoulders). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to examine the impact of brand ambassador (X1) and word of mouth (X2) on purchase decisions (Y) with brand trust as an intervening variable among Head & Shoulders shampoo users. The research employs a quantitative method with a descriptive approach. The population consists of residents of Serang City who have used Head & Shoulders shampoo. A sample size of 102 respondents was used, selected through snowball sampling. Data analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS 4.0 Professional. The results of the study are as follows: (1) Brand ambassador has a negative and insignificant effect on purchase decisions. (2) Word of mouth has a positive and significant effect on purchase decisions. (3) Brand trust has a positive and significant effect on purchase decisions. (4) Brand ambassador has a positive and significant effect on brand trust. (5) Word of mouth has a positive and significant effect on brand trust. (6) Brand ambassador has a positive and significant effect on purchase decisions mediated by brand trust. (7) Word of mouth has a positive and significant effect on purchase decisions mediated by brand trust.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Ramdansyah, Agus David	197110222009121002
Thesis advisor	Lutfi, Lutfi	196711032005011001

Additional Information:

Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh brand ambassador (X1) dan word of mouth (X2) terhadap keputusan pembelian (Y) dengan brand trust sebagai variabel intervening pada pengguna sampo Head & Shoulders. Metode penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif. Populasi yang digunakan adalah masyarakat yang berdomisili di Kota Serang yang sudah pernah menggunakan sampo Head & Shoulders. Jumlah sampel yang digunakan sebanyak 102 responden dengan menggunakan snowball sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS 4.0 Professional. Penelitian ini mendapatkan hasil: (1) Brand ambassador berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian. (2) Word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian. (3) Brand trust berpengaruh positif dan signifikan terhadap keputusan pembelian. (4) Brand ambassador berpengaruh positif dan signifikan terhadap brand trust. (5) Word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian. (6) Brand ambassador berpengaruh positif dan signifikan terhadap keputusan pembelian dimediasi oleh brand trust. (7) Word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian dimediasi oleh brand trust.

Uncontrolled Keywords:

Brand ambassador, Word of mouth, Brand trust, and Purchase Decisions Brand ambassador, Word of mouth, Brand trust, dan Keputusan Pembelian

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:

Syifaul Qolbiy

Date Deposited:

02 Oct 2025 08:11

Last Modified:

02 Oct 2025 08:11

URI:

http://eprints.untirta.ac.id/id/eprint/55094

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