relation: https://eprints.untirta.ac.id/50444/
title: PENGARUH BRAND IDENTITY DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Fiesta Chicken Nugget di Kota Tangerang)
creator: AMANDA, NABILA TRIA
subject: H Social Sciences (General)
subject: HB Economic Theory
description: This study analyzes the relationship between Brand Identity (X1) and Brand Image (X2)  that influence Purchase Decision (Y), while considering Brand Trust (Z) which  functions as an intervening variable among buyers of Fiesta Chicken Nugget products  in the Tangerang City area. Consumer decisions to purchase Fiesta Chicken Nugget  products form the foundation of this research, where such decisions are associated with  the Brand Identity and image embedded in the product.  The research targeted a population of Fiesta Chicken Nugget product buyers residing  in the Tangerang City area. Data collection involved 140 respondents selected  accidental convenience sampling methods. The data testing process utilized Structural  Equation Modeling (SEM) techniques with SmartPLS 4.0.9.9 software as the analytical  tool.  The study findings revealed seven main results regarding the relationships between  variables: First, it was proven that Brand Identity produces a significant positive  impact on Purchase Decision. Second, Brand Image demonstrates a substantial  positive effect on Purchase Decision. Third, Brand Identity is confirmed to exert a  substantial positive influence on Brand Trust. Fourth, Brand Trust receives significant  positive influence from Brand Image. Fifth, Purchase Decision is convincingly  positively influenced by Brand Trust. Sixth, the role of Brand Trust as an intervening  variable is confirmed between Brand Identity and Purchase Decision. Seventh, Brand  Trust successfully demonstrates its function as a mediator connecting the influence of  Brand Image on Purchase Decision.
date: 2025
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/50444/1/Nabila%20Tria%20Amanda_5551210036_01.pdf
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identifier: https://eprints.untirta.ac.id/50444/2/Nabila%20Tria%20Amanda_5551210036_02.pdf
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identifier: https://eprints.untirta.ac.id/50444/3/Nabila%20Tria%20Amanda_5551210036_03.pdf
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identifier: https://eprints.untirta.ac.id/50444/4/Nabila%20Tria%20Amanda_5551210036_04.pdf
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identifier: https://eprints.untirta.ac.id/50444/5/Nabila%20Tria%20Amanda_5551210036_05.pdf
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identifier: https://eprints.untirta.ac.id/50444/6/Nabila%20Tria%20Amanda_5551210036_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/50444/7/Nabila%20Tria%20Amanda_5551210036_Ref.pdf
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language: en
identifier: https://eprints.untirta.ac.id/50444/16/Nabila%20Tria%20Amanda_5551210036_Lamp.pdf
identifier:   AMANDA, NABILA TRIA  (2025) PENGARUH BRAND IDENTITY DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Fiesta Chicken Nugget di Kota Tangerang).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.