PENGARUH BRAND AMBASSADOR TERHADAP PURCHASE DECISION DENGAN BRAND TRUST DAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi pada Konsumen Mie Sedaap di Kabupaten Pandeglang)

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.

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Abstract

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.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Lutfi, Lutfi	196711032005011001
Thesis advisor	Nurhayati, Enok	197207312006042004

Additional Information:

Penelitian ini bertujuan untuk menganalisis pengaruh Brand Ambassador terhadap Keputusan Pembelian, dengan Brand Trust dan Brand Image sebagai variabel mediasi. Pendekatan yang digunakan bersifat kuantitatif melalui metode Partial Least Squares-Structural Equation Modeling (PLS-SEM), dengan pengolahan data dilakukan menggunakan SmartPLS dan SPSS. Sampel penelitian terdiri dari konsumen yang berdomisili di Kabupaten Pandeglang. Temuan penelitian mengungkapkan bahwa Brand Ambassador berpengaruh negatif tidak signifikan terhadap Purchase Decision. Meskipun demikian, Brand Ambassador memiliki dampak positif dan signifikan terhadap Brand Trust serta Brand Image. Brand Image kemudian terbukti berpengaruh positif dan signifikan terhadap Keputusan Pembelian, sedangkan Brand Trust tidak menunjukkan pengaruh yang signifikan. Dari sisi mediasi, Brand Image berperan sebagai mediator penuh dalam hubungan antara Brand Ambassador dan Keputusan Pembelian, sedangkan Brand Trust tidak memainkan peran mediasi dalam hubungan tersebut. Implikasi dari hasil ini menunjukkan bahwa perusahaan perlu memaksimalkan pemanfaatan Brand Ambassador dalam strategi pemasaran, terutama dalam upaya membangun Brand Image yang kuat. Selain itu, pemilihan Brand Ambassador yang memiliki popularitas tinggi di kalangan masyarakat dapat menjadi strategi efektif untuk mendorong keputusan pembelian. Perusahaan juga disarankan untuk memperkuat inovasi produk, mengembangkan kampanye pemasaran yang menarik, serta mengoptimalkan jalur distribusi demi menjaga daya saing di pasar mie instan.

Uncontrolled Keywords:

Brand Ambassador, Brand Trust, Brand Image, Purchase Decision Brand Ambassador, Brand Trust, Brand Image, Purchase Decision

Subjects:

H Social Sciences > HB Economic Theory

Divisions:

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

Depositing User:

RIZQI HAMDANI

Date Deposited:

11 Jul 2025 03:43

Last Modified:

11 Jul 2025 03:43

URI:

http://eprints.untirta.ac.id/id/eprint/50800

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