relation: https://eprints.untirta.ac.id/50800/
title: PENGARUH BRAND AMBASSADOR  TERHADAP PURCHASE DECISION DENGAN BRAND TRUST DAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi pada Konsumen Mie Sedaap di Kabupaten Pandeglang)
creator: Hamdani, Rizqi
subject: HB Economic Theory
description: This study aims to evaluate the influence of Brand Ambassador on Purchase  Decision, with Brand Trust and Brand Image serving as mediating variables. The  research adopts a quantitative approach using Partial Least Squares-Structural  Equation Modeling (PLS-SEM), with data analysis performed through SmartPLS  and SPSS. The respondents in this study consist of consumers residing in  Kabupaten Pandeglang.  The findings reveal that Brand Ambassador has a negative but insignificant  effect on Purchase Decision. However, Brand Ambassador significantly and  positively affects both Brand Trust and Brand Image. Furthermore, Brand Image  has a positive and significant influence on Purchase Decision, while Brand Trust  does not show a significant effect. Mediation analysis indicates that Brand Image  fully mediates the relationship between Brand Ambassador and Purchase  Decision, whereas Brand Trust does not act as a mediator in this study.  These results suggest that companies should optimize the role of Brand  Ambassadors in their marketing strategies by focusing on enhancing Brand Image  to drive Purchase Decisions. Additionally, marketing and distribution strategies  should emphasize product innovation, strong promotional campaigns, and the  optimization of sales channels to maintain competitiveness in the instant noodle  market.
date: 2025
type: Thesis
type: NonPeerReviewed
format: text
language: en
identifier: https://eprints.untirta.ac.id/50800/8/RIZQI%20HAMDANI_5551210055_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/50800/3/RIZQI%20HAMDANI_5551210055_01.pdf
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identifier: https://eprints.untirta.ac.id/50800/4/RIZQI%20HAMDANI_5551210055_02.pdf
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identifier: https://eprints.untirta.ac.id/50800/5/RIZQI%20HAMDANI_5551210055_03.pdf
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identifier: https://eprints.untirta.ac.id/50800/6/RIZQI%20HAMDANI_5551210055_04.pdf
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identifier: https://eprints.untirta.ac.id/50800/7/RIZQI%20HAMDANI_5551210055_05.pdf
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identifier: https://eprints.untirta.ac.id/50800/2/RIZQI%20HAMDANI_5551210055_Ref.pdf
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identifier: https://eprints.untirta.ac.id/50800/1/Rizqi%20Hamdani_5551210055_Lampiran.pdf
identifier:   Hamdani, Rizqi  (2025) PENGARUH BRAND AMBASSADOR TERHADAP PURCHASE DECISION DENGAN BRAND TRUST DAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi pada Konsumen Mie Sedaap di Kabupaten Pandeglang).  S1 thesis, Untirta sultan Ageng Tirtayasa.