PENGARUH CITRA MEREK, BRAND AMBASSADOR, DAN WORD OF MOUTH TERHADAP MINAT BELI PRODUK ERIGO

NAJIB, JALAL AINUN (2025) PENGARUH CITRA MEREK, BRAND AMBASSADOR, DAN WORD OF MOUTH TERHADAP MINAT BELI PRODUK ERIGO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The fashion industry in Indonesia is growing rapidly, and Erigo has emerged as one of the leading local brands competing with major fashion labels. However, despite having similar marketing strategies as its competitors, Erigo shows a higher level of consumer purchase interest. Therefore, this study seeks to determine the extent to which these three factors influence consumer purchasing decisions. This research uses a quantitative method with Non-Probability Sampling (Purposive Sampling) techniques. Data was collected from 130 respondents who are Erigo consumers in Jakarta. Data analysis was conducted using Smart-PLS 3.0 (Partial Least Square) to test the relationship between variables. The results show that brand image, brand ambassador, and word of mouth significantly influence consumer purchase intention. A strong brand image enhances product appeal, selecting the right brand ambassador builds trust and attractiveness, and positive word of mouth encourages purchasing decisions. This study provides practical implications for local fashion companies, especially Erigo, to enhance their marketing strategies by strengthening brand image, selecting relevant brand ambassadors, and optimizing word of mouth strategies. Keywords: Brand Image, Brand Ambassador, Word of Mouth, Purchase Intention, Erigo Industri fashion di Indonesia semakin berkembang, dan Erigo menjadi salah satu brand lokal yang berhasil bersaing dengan merek-merek besar. Namun, meskipun memiliki strategi pemasaran yang mirip dengan pesaingnya, Erigo menunjukkan tingkat minat beli yang lebih tinggi. Oleh karena itu, penelitian ini berusaha untuk mengetahui sejauh mana ketiga faktor tersebut memengaruhi keputusan pembelian konsumen. Penelitian ini menggunakan metode kuantitatif dengan teknik Non-Probability Sampling (Purposive Sampling). Data dikumpulkan dari 130 responden yang merupakan konsumen Erigo di Jakarta. Analisis data dilakukan menggunakan Smart-PLS 3.0 (Partial Least Square) untuk menguji hubungan antara variabel. Hasil penelitian menunjukkan bahwa citra merek, brand ambassador, dan word of mouth berpengaruh secara signifikan terhadap minat beli konsumen. Citra merek yang kuat meningkatkan daya tarik produk di mata konsumen, pemilihan brand ambassador yang tepat dapat membangun kepercayaan dan ketertarikan terhadap produk, serta word of mouth yang positif mendorong keputusan pembelian. Penelitian ini memberikan implikasi praktis bagi perusahaan fashion lokal, khususnya Erigo, untuk lebih meningkatkan strategi pemasaran mereka dengan memperkuat citra merek, memilih brand ambassador yang relevan, dan mengoptimalkan strategi word of mouth. Kata Kunci: Citra Merek, Brand Ambassador, Word of Mouth, Minat Beli, Erigo

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 248
NIM/NIDN Creators:	43119010210
Uncontrolled Keywords:	Citra Merek, Brand Ambassador, Word of Mouth, Minat Beli, Erigo
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 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 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 646 Sewing Materials and Equipment, Clothing, Management of Personal and Family Life/Mesin Jahit dan Perlengkapan Menjahit, Pakaian, Management Pribadi dan Keluarga > 646.3 Clothing/Pakaian, Tata Busana, Mode Busana, Fashion 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	22 Aug 2025 00:45
Last Modified:	22 Aug 2025 00:45
URI:	http://repository.mercubuana.ac.id/id/eprint/96965

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