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primary topic: PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING

PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING
type: Thesis
type: Article
abstract: This study aims to analyze the effect of Brand Ambassador (X1) and Brand Image (X2) on Purchase Decision (Y) with Customer Trust (Z) as an intervening variable among Blibli Marketplace Application Users in Serang City. The method used in this study is a quantitative method with a descriptive approach. Data collection in this study used questionnaires and literature studies. The population of this study was people in Serang City who had used the Blibli marketplace application, with a sample size of 136 respondents using purposive sampling. This study used the Structural Equation Modeling (SEM) analysis method with the SmartPLS version 4.0 analysis tool. The results of this study show that: (1) Brand Ambassador has no effect on purchase decision. (2) Brand Image has a positive and significant effect on Purchase Decision. (3) Brand Ambassador has a positive and significant effect on Customer Trust. (4) Brand Image has a positive and significant effect on Customer Trust. (5) Customer Trust has a positive and significant effect on Purchase Decision. (6) Customer Trust is able to mediate the effect of Brand Ambassador and Brand Image on Purchase Decision.
date: 2026
status: published
creator: Muhamad Alif Permana
author list: authors
THS: Lutfi Lutfi
THS: Yanto Azie Setya
type: EPrint
type: ThesisEPrint
is part of: repository
has document: PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING (Text)
subject: H Social Sciences (General)
subject: HB Economic Theory

PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING (Text)
type: Document

PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING (Text)
type: Document

PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING (Text)
type: Document

PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING (Text)
type: Document

PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING (Text)
type: Document

PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING (Text)
type: Document

PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING (Text)
type: Document

PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING (Text)
type: Document

UNIVERSITAS SULTAN AGENG TIRTAYASA
type: Organization

Manajemen, UNIVERSITAS SULTAN AGENG TIRTAYASA
type: Organization

Lutfi Lutfi
type: Person
given name: Lutfi
family name: Lutfi

Yanto Azie Setya
type: Person
given name: Yanto Azie
family name: Setya

Muhamad Alif Permana
type: Person
given name: Muhamad Alif
family name: Permana

FAKULTAS EKONOMI DAN BISNIS
type: Organization

JURUSAN MANAJEMEN
type: Organization

HTML Summary of #59554 PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING
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primary topic: PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING

H Social Sciences (General)
type: Concept

HB Economic Theory
type: Concept