eprintid: 47366
rev_number: 20
eprint_status: archive
userid: 5131
dir: disk0/00/04/73/66
datestamp: 2025-02-28 08:03:40
lastmod: 2025-02-28 08:03:40
status_changed: 2025-02-28 08:03:40
type: thesis
metadata_visibility: show
creators_name: WULANDARI, DEA
creators_id: 5551200092
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: DAVID RAMDANSYAH, AGUS
contributors_name: MUMTAZAH DAMARWULAN, LIZA
contributors_id: 197110222009121002
contributors_id: 197411292005012001
corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA
corp_creators: FAKULTAS EKONOMI DAN BISNIS
corp_creators: JURUSAN MANAJEMEN
title: PERAN BRAND TRUST DAN BRAND IMAGE DALAM MEMEDIASI PENGARUH ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION (Studi Pada Konsumen Scarlett Whitening Marketplace Shopee di Kota Tangerang)
ispublished: pub
subjects: H1
subjects: HF
divisions: FEB
divisions: Managemen
full_text_status: restricted
keywords: Online Customer Review, Brand Trust, Brand Image, Purchase Decision.
Online Customer Review, Brand Trust, Brand Image, Purchase
Decision.
note: Penelitian ini bertujuan untuk menguji pengaruh brand trust dan brand image dalam memediasi pengaruh antara online customer review terhadap purchase decision pada konsumen Scarlett Whitening marketplace Shopee di Kota Tangerang. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dengan jumlah sampel 126 responden yang telah membeli Scarlett Whitening di Kota Tangerang yang berusia 15-35 tahun. Pengumpulan data berdasarkan kuesioner, observasi, dan studi literatur. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4. Hasil penelitian ini menunjukkan bahwa: (1) Online Customer Review berpengaruh positif dan signifikan terhadap Purchase Decision. (2) Online Customer Review berpengaruh positif dan signifikan terhadap Brand Trust. (3) Online Customer Review berpengaruh positif dan signifikan terhadap Brand Image. (4) Brand Trust berpengaruh positif dan signifikan terhadap Purchase Decision. (5) Brand Image bepengaruh positif dan signifikan terhadap Purchase Decision. (6) Brand Trust mampu memediasi pengaruh Online Customer Review terhadap Purchase Decision. (7) Brand Image mampu memediasi pengaruh Online Customer Review terhadap Purchase Decision.
abstract: This study aims to determine the effect of brand trust and brand image in mediating the influence between online customer review on purchase decisions among consumers of the Scarlett Whitening marketplace Shopee in Tangerang City. This research uses quantitative methods with a descriptive approach with a sample size of 126 respondents who have purchased Scarlett Whitening in Tangerang City aged 15-35 years. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4 analysis tool. The results of this research indicate that: (1) Online Customer Review has a positive and significant effect on Purchase Decision. (2) Online Customer Review has a positive and significant effect on Brand Trust. (3) Online Customer Review has a positive and significant effect on Brand Image. (4) Brand Trust has a positive and significant effect on Purchase Decision. (5) Brand Image has a positive and significant effect on Purchase Decision. (6) Brand Trust can partially mediate the effect of Online Customer Review on Purchase Decision. (7) Brand Image can partially mediate the effect of Online Customer Review on Purchase Decision.
date: 2025
date_type: published
pages: 129
institution: UNIVERSITAS SULTAN AGENG TIRTAYASA
department: MANAJEMEN
thesis_type: sarjana
thesis_name: sarjana
citation:   WULANDARI, DEA  (2025) PERAN BRAND TRUST DAN BRAND IMAGE DALAM MEMEDIASI PENGARUH ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION (Studi Pada Konsumen Scarlett Whitening Marketplace Shopee di Kota Tangerang).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.   
document_url: https://eprints.untirta.ac.id/47366/1/DEA%20WULANDARI_5551200092_FULLTEXT.pdf
document_url: https://eprints.untirta.ac.id/47366/3/DEA%20WULANDARI_5551200092_01.pdf
document_url: https://eprints.untirta.ac.id/47366/4/DEA%20WULANDARI_5551200092_02.pdf
document_url: https://eprints.untirta.ac.id/47366/5/DEA%20WULANDARI_5551200092_03.pdf
document_url: https://eprints.untirta.ac.id/47366/6/DEA%20WULANDARI_5551200092_04.pdf
document_url: https://eprints.untirta.ac.id/47366/7/DEA%20WULANDARI_5551200092_05.pdf
document_url: https://eprints.untirta.ac.id/47366/8/DEA%20WULANDARI_5551200092_REF.pdf
document_url: https://eprints.untirta.ac.id/47366/9/DEA%20WULANDARI_5551200092_LAMP.pdf