FADHILA, MAYTASYA (2021) MODEL HUBUNGAN KEPUTUSAN MEMBELI MIE INSTAN DENGAN BRAND AMBASSADOR DAN BRAND IMAGE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study discusses how the influence of brand ambassadors and brand image on purchasing decisions of Instant Noodles. The purpose of this study was to examine and analyze the influence of brand ambassadors and brand image on purchasing decisions and brand image as a mediator on brand ambassadors and purchasing decisions. The sampling technique is by distributing questionnaires with a total of 100 respondents. The analytical test tool used is SmartPLS v.3.0 with SEM (structural Equation Modeling) analysis method. The results of this study indicate that brand ambassadors have a positive and significant effect on brand image, brand ambassadors have a positive effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, and brand image has a positive and significant effect as a mediator on brand ambassadors and purchasing decisions. Keywords: Brand Ambassador, Brand Image, Purchase Decision. Penelitian ini membahas mengenai bagaimana pengaruh brand ambassador dan brand image terhadap keputusan pembelian Mie Instan. Tujuan penelitian ini adalah untuk menguji dan menganalisi pengaruh brand ambassador dan brand image terhadap keputusan pembelian serta brand image sebagai mediator terhadap brand ambassador dan peputusan pembelian. Teknik pengambilan sampel dengan menyebarkan kuesioner dengan jumlah 100 responden. Alat uji analisis yang digunakan adalah SmartPLS v.3.0 dengan metode analisis SEM (structural Equation Modelling). Hasil penelitian ini menunjukkan bahwa brand ambassador berpengaruh positif dan signifikan terhadap brand image, brand ambassador berpengaruh positif terhadap keputusan pembelian, brand image berpengaruh positif dan signifikan terhadap keputusan pembelian, dan brand image berpengaruh positif dan signifikan sebagai mediator terhadap brand ambassador dan Keputusan Pembelian. Kata Kunci: Brand Ambassador, Brand Image, Keputusan Pembelian.
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 41617010022 |
| Uncontrolled Keywords: | Brand Ambassador, Brand Image, Keputusan Pembelian. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 322 Relation of The State of Organized Groups/Hubungan Negara dengan Kelompok Sosial yang Terorganisir > 322.3 Business and Industry/Bisnis dan Industri 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 338 Production, Industrial Economics/Produksi, Ekonomi Industri > 338.4 Secondary Industries and Services/Industri dan Jasa Sekunder |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 13 Sep 2023 07:58 |
| Last Modified: | 13 Sep 2023 07:58 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80786 |
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