Wiyuda, Kusuma (2025) PENGARUH INFLUENCER DAN BRAND AWARENESS TERHADAP BRAND LOYALTY DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna Lazada di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the effect of Influencer and Brand Awareness on Brand Loyalty with Brand Image as an intervening variable on users of the Lazada e-commerce platform in Serang City. The method used is a quantitative method with a causal associative approach. The data collection technique was carried out by distributing online questionnaires to 130 respondents who were Lazada users aged 17–28 years and had made at least two purchases. The sampling technique used was purposive sampling. Data were analyzed using Structural Equation Modeling (SEM) with the help of SmartPLS software version 4.0. The results of the study showed that: (1) Influencers do not have a significant effect on Brand Loyalty. (2) Brand Awareness has a positive and significant effect on Brand Loyalty. (3) Influencers have a positive and significant effect on Brand Image. (4) Brand Awareness has a positive and significant effect on Brand Image (5) Brand Image has a positive and significant effect on Brand Loyalty. (6) Brand Image is able to mediate the influence of Influencers on Brand Loyalty. (7) Brand Image is able to mediate the influence of Brand Awareness on Brand Loyalty.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh Influencer dan Brand Awareness terhadap Brand Loyalty dengan Brand Image sebagai variabel intervening pada pengguna platform e-commerce Lazada di Kota Serang. Metode yang digunakan adalah metode kuantitatif dengan pendekatan asosiatif kausal. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner online kepada 130 responden yang merupakan pengguna Lazada berusia 17–28 tahun dan telah melakukan pembelian minimal dua kali. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan Structural Equation Modelling (SEM) dengan bantuan software SmartPLS versi 4.0. Hasil penelitian menunjukkan bahwa: (1) Influencer tidak berpengaruh signifikan terhadap Brand Loyalty. (2) Brand Awareness berpengaruh positif dan signifikan terhadap Brand Loyalty. (3) Influencer berpengaruh positif dan signifikan terhadap Brand Image. (4) Brand Awareness berpengaruh positif dan signifikan terhadap Brand Image (5) Brand Image berpengaruh positif dan signifikan terhadap Brand Loyalty. (6) Brand Image mampu memediasi pengaruh Influencer terhadap Brand Loyalty. (7) Brand Image mampu memediasi pengaruh Brand Awareness terhadap Brand Loyalty. | |||||||||
| Uncontrolled Keywords: | Influencer, Brand Awareness, Brand Image dan Brand Loyalty | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HF Commerce |
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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: | Kusuma Wiy Kusuma Wiyuda | |||||||||
| Date Deposited: | 11 Dec 2025 08:51 | |||||||||
| Last Modified: | 11 Dec 2025 08:51 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/56563 |
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