eprintid: 50444
rev_number: 20
eprint_status: archive
userid: 7664
dir: disk0/00/05/04/44
datestamp: 2025-07-07 08:33:21
lastmod: 2025-07-07 08:33:21
status_changed: 2025-07-07 08:33:21
type: thesis
metadata_visibility: show
creators_name: AMANDA, NABILA TRIA
creators_id: 5551210036
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: SATYANEGARA, DIQBAL
contributors_id: 19671103200511001
contributors_id: 198302072006041005
corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA
corp_creators: FAKULTAS EKONOMI DAN BISNIS
corp_creators: MANAJEMEN
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)
ispublished: pub
subjects: H1
subjects: HB
divisions: FEB
divisions: Managemen
full_text_status: restricted
keywords: Brand Identity, Brand Image, Brand Trust, Purchase Decision
Identitas Merek, Citra Merek, Kepercayaan Merek, Keputusan
Pembelian
note: Penelitian ini menganalisis hubungan antara Brand Identity (X1) serta Brand Image (X2) yang mempengaruhi Purchase Decision (Y), dengan mempertimbangkan Brand Trust (Z) yang berperan sebagai variabel intervening pada pembeli produk Fiesta Chicken Nugget yang berada di wilayah Kota Tangerang. Keputusan konsumen untuk membeli produk Fiesta Chicken Nugget menjadi dasar penelitian ini, dimana keputusan tersebut terkait dengan identitas merek dan citra yang melekat pada produk tersebut.  Penelitian mengambil target populasi dari pembeli produk Fiesta Chicken Nugget yang menetap di wilayah Kota Tangerang. Pengumpulan data melibatkan 140 responden yang dipilih menggunakan teknik accidental sampling. Proses pengujian data memanfaatkan teknik Structural Equation Modelling (SEM) dengan bantuan perangkat lunak SmartPLS 4.0.9.9 sebagai alat analisis.  Temuan penelitian mengungkapkan tujuh hasil  utama terkait hubungan antar variabel: Pertama, terbukti bahwa Brand Identity menghasilkan dampak positif yang bermakna pada Purchase Decision. Kedua, Brand Image menunjukkan efek positif yang nyata terhadap Purchase Decision. Ketiga, Brand Identity terkonfirmasi memberikan pengaruh positif yang substansial pada Brand Trust. Keempat, Brand Trust mendapat pengaruh positif yang signifikan dari Brand Image. Kelima, Purchase Decision secara meyakinkan dipengaruhi secara positif oleh Brand Trust. Keenam, peran Brand Trust sebagai variabelintervening terkonfirmasi antara Brand Identity dengan Purchase Decision. Ketujuh, Brand Trust berhasil membuktikan fungsinya sebagai perantara yang menghubungkan pengaruh Brand Image terhadap Purchase Decision.
abstract: 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
date_type: published
pages: 128
institution: UNIVERSITAS SULTAN AGENG TIRTAYASA
department: MANAJEMEN
thesis_type: sarjana
thesis_name: sarjana
citation:   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.   
document_url: https://eprints.untirta.ac.id/50444/1/Nabila%20Tria%20Amanda_5551210036_01.pdf
document_url: https://eprints.untirta.ac.id/50444/2/Nabila%20Tria%20Amanda_5551210036_02.pdf
document_url: https://eprints.untirta.ac.id/50444/3/Nabila%20Tria%20Amanda_5551210036_03.pdf
document_url: https://eprints.untirta.ac.id/50444/4/Nabila%20Tria%20Amanda_5551210036_04.pdf
document_url: https://eprints.untirta.ac.id/50444/5/Nabila%20Tria%20Amanda_5551210036_05.pdf
document_url: https://eprints.untirta.ac.id/50444/6/Nabila%20Tria%20Amanda_5551210036_Fulltext.pdf
document_url: https://eprints.untirta.ac.id/50444/7/Nabila%20Tria%20Amanda_5551210036_Ref.pdf
document_url: https://eprints.untirta.ac.id/50444/16/Nabila%20Tria%20Amanda_5551210036_Lamp.pdf