PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT DAN PERSONAL BRANDING TERHADAP PURCHASE DECISION (Studi Pada Konsumen Alat Musik Yamaha Di Indonesia)

FIRMANSYAH, MUHAMMAD RIZQI (2025) PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT DAN PERSONAL BRANDING TERHADAP PURCHASE DECISION (Studi Pada Konsumen Alat Musik Yamaha Di Indonesia). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to analyze the influence of Customer Relationship Management (CRM) and Personal Branding on Purchase Decisions, with Brand Image as a mediating variable, among Yamaha musical instrument consumers in Indonesia. The research approach used was quantitative with descriptive methods. Data were collected through a self-administered questionnaire from 112 respondents who had purchased and used Yamaha products. Data were then analyzed using Partial Least Squares (PLS)-based Structural Equation Modeling (SEM). The results showed that CRM had no significant effect on Purchase Decisions, while Personal Branding had a negative and significant effect. Furthermore, both CRM and Personal Branding had a positive and significant effect on Brand Image, while Brand Image itself had a significant positive effect on Purchase Decisions. The mediation analysis showed that Brand Image fully mediated the effect of CRM on Purchase Decisions (VAF = 0.85) and fully mediated the effect of Personal Branding on Purchase Decisions in the opposite direction (VAF = 1.53). These findings confirm that Yamaha's CRM and Personal Branding strategies will be more effective if directed at strengthening Brand Image, as a strong brand image has been shown to be a key factor in driving consumer purchasing decisions

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	MEUTIA, MEUTIA	197208282003122001
Thesis advisor	NUPUS, HAYATI	197708122008122002

Additional Information:

Penelitian ini bertujuan untuk menganalisis pengaruh Customer Relationship Management (CRM) dan Personal Branding terhadap Purchase Decision dengan Brand Image sebagai variabel mediasi pada konsumen alat musik Yamaha di Indonesia. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode deskriptif. Data dikumpulkan melalui kuesioner daring kepada 112 responden yang pernah membeli dan menggunakan produk Yamaha, kemudian dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa CRM tidak berpengaruh signifikan terhadap Purchase Decision, sedangkan Personal Branding berpengaruh negatif dan signifikan. Selanjutnya, baik CRM maupun Personal Branding berpengaruh positif dan signifikan terhadap Brand Image, sementara Brand Image sendiri berpengaruh positif signifikan terhadap Purchase Decision. Analisis mediasi menunjukkan bahwa Brand Image memediasi secara penuh pengaruh CRM terhadap Purchase Decision (VAF = 0,85) serta memediasi secara penuh dengan arah berlawanan pengaruh Personal Branding terhadap Purchase Decision (VAF = 1,53). Temuan ini menegaskan bahwa strategi CRM dan Personal Branding Yamaha akan lebih efektif apabila diarahkan untuk memperkuat Brand Image, karena citra merek yang kuat terbukti menjadi faktor kunci dalam mendorong keputusan pembelian konsumen.

Uncontrolled Keywords:

Customer Relationship Management, Personal Branding, Brand Image, Purchase Decision, Yamaha. Customer Relationship Management, Personal Branding, Brand Image, Purchase Decision, Yamaha.

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:

Rizqi Rizqi Muhammad Rizqi Firmansyah

Date Deposited:

19 Nov 2025 01:15

Last Modified:

19 Nov 2025 01:15

URI:

http://eprints.untirta.ac.id/id/eprint/56163

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