relation: https://eprints.untirta.ac.id/47174/
title: BRAND IMAGE SEBAGAI INTERVENING PADA PURCHASE DECISION (STUDI PADA PENGGUNA PRODUK BODY LOTION SCARLETT WHITENING DI BEKASI)
creator: Keumala Hayati Djayadisastra, Dita
subject: HC Economic History and Conditions
subject: HF Commerce
description: This study aims to determine the role of Brand Image (Z) in mediating Purchase Decision (Y) for consumers of Scarlett Whitening body lotion in Bekasi City. The research method used is quantitative. This research collects data based on questionnaires and literature studies. The population in this study were residents of Bekasi City who were at least 17 years old. The sample of this study amounted to 128 respondents with purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with the analysis tool used SmartPLS 4.1.0.1. This research has results: (1) Celebrity Endorser has a positive and significant effect on Purchase Decision. (2) Electronic Word of Mouth has a negative and insignificant effect on Purchase Decision. (3) Celebrity Endorser has a positive but insignificant effect on Brand Image. (4) Electronic Word of Mouth has a positive and significant effect on Brand Image. (5) Brand Image has a positive and significant effect on Purchase Decision. (6) Celebrity Endorser has a positive but insignificant effect on Purchase Decision which is mediated by Brand Image. (7) Electronic Word of Mouth has a positive and significant effect on Purchase Decision which is mediated by Brand Image.
date: 2025
type: Thesis
type: NonPeerReviewed
format: text
language: fj
identifier: https://eprints.untirta.ac.id/47174/1/DITA%20KEUMALA%20HAYATI%20DJAYADISASTRA_5551200050_FULL%20TEXT.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/47174/4/Dita%20Keumala%20Hayati%20Djayadisastra_5551200050_01.pdf
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language: en
identifier: https://eprints.untirta.ac.id/47174/5/Dita%20Keumala%20Hayati%20Djayadisastra_5551200050_02.pdf
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identifier: https://eprints.untirta.ac.id/47174/6/Dita%20Keumala%20Hayati%20Djayadisastra_5551200050_03.pdf
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language: en
identifier: https://eprints.untirta.ac.id/47174/7/Dita%20Keumala%20Hayati%20Djayadisastra_5551200050_04.pdf
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language: en
identifier: https://eprints.untirta.ac.id/47174/8/Dita%20Keumala%20Hayati%20Djayadisastra_5551200050_05.pdf
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language: en
identifier: https://eprints.untirta.ac.id/47174/9/Dita%20Keumala%20Hayati%20Djayadisastra_5551200050_Ref.pdf
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language: en
identifier: https://eprints.untirta.ac.id/47174/10/Dita%20Keumala%20Hayati%20Djayadisastra_5551200050_Lamp.pdf
identifier:   Keumala Hayati Djayadisastra, Dita  (2025) BRAND IMAGE SEBAGAI INTERVENING PADA PURCHASE DECISION (STUDI PADA PENGGUNA PRODUK BODY LOTION SCARLETT WHITENING DI BEKASI).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.