eprintid: 47927
rev_number: 16
eprint_status: archive
userid: 2943
dir: disk0/00/04/79/27
datestamp: 2025-03-18 08:12:02
lastmod: 2025-03-18 08:12:02
status_changed: 2025-03-18 08:12:02
type: thesis
metadata_visibility: show
creators_name: WIDI ASTUTI, AZHYZE
creators_id: 5551200094
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: LUTFI, LUTFI
contributors_name: AZIE SETYA, YANTO
contributors_id: 196711032005011001
contributors_id: 197710072005011002
corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA
corp_creators: FAKULTAS EKONOMI DAN BISNIS
corp_creators: MANAJEMEN
title: PENGARUH BRAND AMBASSADOR DAN BRAND
PERSONALITY DIMODERASI OLEH KOREAN WAVE
TERHADAP PURCHASE DECISION
(Survei pada Konsumen Produk Somethinc)
ispublished: pub
subjects: H1
divisions: FEB
divisions: Managemen
full_text_status: restricted
keywords: Brand ambassador, Brand personality, Korean wave, Purchase
decision.
Brand ambassador, Brand personality, Korean wave, Purchase
decision.
note: Penelitian ini dilakukan untuk mengetahui pengaruh brand ambassador dan brand
personality terhadap purchase decision dengan korean wave sebagai variabel
moderasi pada konsumen Somethinc. Pengumpulan data pada penelitian ini
dilakukan melalui kuisioner dan studi kepustakaan. Populasi penelitian ini adalah
pelanggan Somethinc di Kota Serang yang berusia 17-35 tahun dan sampel
sebanyak 128 responden menggunakan metode purposive sampling dengan
penarikan accidental sampling. Metode analisis yang digunakan adalah Structural
Equation Modeling (SEM) dengan alat analisis SmartPLS 4.
Hasil penelitian ini menunjukan bahwa: (1) Brand ambassador berpengaruh positif
tetapi tidak signifikan terhadap purchase decision. (2) Brand personality
berpengaruh positif dan signifikan terhadap purchase decision. (3) Korean wave
berpengaruh positif dan signifikan terhadap purchase decision. (4) Korean wave
memiliki kemampuan untuk memoderasi pengaruh brand ambassador terhadap
purchase decision. (5) Korean wave memiliki kemampuan untuk memoderasi
pengaruh brand personality terhadap purchase decision.
abstract: This research was conducted to determine the influence of brand ambassadors and
brand personality on purchase decisions with the Korean wave as a moderating
variable for Somethinc consumers. Data collection in this research was carried out
through questionnaires and literature study. The population of this research is
Somethinc customers in Serang City aged 17-35 years and a sample of 128
respondents using the purposive sampling method with accidental sampling. The
analytical method used is Structural Equation Modeling (SEM) with the SmartPLS
4 analysis tool.
The results of this research show that: (1) Brand ambassadors have a positive but
not significant effect on purchase decisions. (2) Brand personality has a positive
and significant effect on purchase decisions. (3) The Korean wave has a positive
and significant effect on purchase decisions. (4) The Korean wave has the ability
to moderate the influence of brand ambassadors on purchase decisions. (5) The
Korean wave has the ability to moderate the influence of brand personality on
purchase decisions.
date: 2025
date_type: published
pages: 108
institution: UNIVERSITAS SULTAN AGENG TIRTAYASA
department: MANAJEMEN
thesis_type: sarjana
thesis_name: sarjana
citation:   WIDI ASTUTI, AZHYZE  (2025) PENGARUH BRAND AMBASSADOR DAN BRAND PERSONALITY DIMODERASI OLEH KOREAN WAVE TERHADAP PURCHASE DECISION (Survei pada Konsumen Produk Somethinc).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.   
document_url: https://eprints.untirta.ac.id/47927/1/AZHYZE%20WIDI%20ASTUTI_5551200094_FULLTEXT.pdf
document_url: https://eprints.untirta.ac.id/47927/3/AZHYZE%20WIDI%20ASTUTI_5551200094_02.pdf
document_url: https://eprints.untirta.ac.id/47927/4/AZHYZE%20WIDI%20ASTUTI_5551200094_03.pdf
document_url: https://eprints.untirta.ac.id/47927/5/AZHYZE%20WIDI%20ASTUTI_5551200094_04.pdf
document_url: https://eprints.untirta.ac.id/47927/6/AZHYZE%20WIDI%20ASTUTI_5551200094_05.pdf
document_url: https://eprints.untirta.ac.id/47927/7/AZHYZE%20WIDI%20ASTUTI_5551200094_REF.pdf
document_url: https://eprints.untirta.ac.id/47927/8/AZHYZE%20WIDI%20ASTUTI_5551200094_LAMP.pdf
document_url: https://eprints.untirta.ac.id/47927/9/AZHYZE%20WIDI%20ASTUTI_5551200094_01.pdf