PENGARUH BRAND IDENTITY DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Fiesta Chicken Nugget di Kota Tangerang)

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.

	Text (SKRIPSI) Nabila Tria Amanda_5551210036_01.pdf Restricted to Registered users only Download (1MB)
	Text (SKRIPSI) Nabila Tria Amanda_5551210036_02.pdf Restricted to Registered users only Download (521kB)
	Text (SKRIPSI) Nabila Tria Amanda_5551210036_03.pdf Restricted to Registered users only Download (497kB)
	Text (SKRIPSI) Nabila Tria Amanda_5551210036_04.pdf Restricted to Registered users only Download (478kB)
	Text (SKRIPSI) Nabila Tria Amanda_5551210036_05.pdf Restricted to Registered users only Download (260kB)
	Text (SKRIPSI) Nabila Tria Amanda_5551210036_Fulltext.pdf Restricted to Registered users only Download (2MB)
	Text (SKRIPSI) Nabila Tria Amanda_5551210036_Ref.pdf Restricted to Registered users only Download (248kB)
	Text Nabila Tria Amanda_5551210036_Lamp.pdf Restricted to Registered users only Download (934kB)

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.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	LUTFI, LUTFI	19671103200511001
Thesis advisor	SATYANEGARA, DIQBAL	198302072006041005

Additional Information:

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.

Uncontrolled Keywords:

Brand Identity, Brand Image, Brand Trust, Purchase Decision Identitas Merek, Citra Merek, Kepercayaan Merek, Keputusan Pembelian

Subjects:

H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

nabila NTA tria

Date Deposited:

07 Jul 2025 08:33

Last Modified:

07 Jul 2025 08:33

URI:

http://eprints.untirta.ac.id/id/eprint/50444

Actions (login required)

View Item

Search for collections on EPrints Repository UNTIRTA