TY  - THES
EP  - 144
N2  - 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.
PB  - UNIVERSITAS SULTAN AGENG TIRTAYASA
A1  - Permana, Muhamad Alif
M1  - sarjana
N1  - Penelitianaini bertujuan untuk menganalisisspengaruh Brand Ambassador (X1) dan Brand Image (X2) terhadap Purchase Decision (Y) dengan Customer Trust (Z) sebagai variabel intervening pada Pengguna Aplikasi Marketplace Blibli Di Kota Serang. Metode yang digunakan pada penelitian ini adalah metode kuantitatiff dengannpendekatanndeskriptif. Pengambilanndata pada penelitian ini menggunakannkuesioner dan studi litelatur. Populasi penelitian ini adalah masyarakat dikota serang yang pernah menggunakan aplikasi marketplace blibli dengan jumlah sampel sebanyak 136 responden dengan penarikan sampel menggunakan purposive sampling. Pada penelitian ini menggunakan metode analisis Structural Equation Modelling (SEM) dengan alat analisis SmartPLS versi 4.0. Hasil penelitian ini menunjukan bahwa: (1) Brand Ambassador tidak berpengaruh terhadap purchase decision. (2) Brand Image berpengaruh positif dan signifikan terhadap Purchase Decision. (3) Brand Ambassador berpengaruh positif dan signifikan terhadap Customer Trust. (4) Brand Image berpengaruh positif dan signifikan terhadap Customer Trust. (5) Customer Trust berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Customer Trust mampu memediasi pengaruh Brand Ambassador dan Brand Image terhadap Purchase Decision
Y1  - 2026///
TI  - PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION  DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING
ID  - eprintuntirta59554
UR  - https://eprints.untirta.ac.id/59554/
KW  - Brand Ambassador
KW  -  Brand Image
KW  -  Customer Trust
KW  -  dan Purchase
Decision.
Brand Ambassador
KW  -  Brand Image
KW  -  Customer Trust
KW  -  and Purchase
Decision.
Duta Merek
KW  -  Citra Merek
KW  -  Kepercayaan Pelanggan
KW  -  dan Keputusan Pembelian.
AV  - restricted
ER  -