Lee, Patricia Claresta (2024) PENGARUH BRAND AMBASSADOR DAN SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION PRODUK MINUMAN BERSERAT (FLIMTY) MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI. Skripsi thesis, Universitas Tarumanagara.

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Abstract

Abstract:
This study was written with the aim of analyzing the influence of Brand Ambassador and Social Media Marketing on Purchase Intention of fiber drink products (Flimty) through Brand Image as a mediating variable. The population used in this study were all people who knew the Flimty fiber drink product who were domiciled in Jabodetabek who were selected using a non-probability sampling technique, namely purposive sampling with a total of 200 respondents. The data used in this study were primary data and the data collection technique used was a questionnaire presented in the form of a google form and distributed through online media. The data that had been collected was then processed using PLS- SEM with the use of Smart-PLS as the data processing software. The results of this study indicate that Social Media Marketing has a significant influence on Purchase Intention with Brand Image as a mediator. While Brand Ambassador does not have a significant influence on Purchase Intention Behavior with Brand Image as a mediator.
Keywords: Brand Ambassador, Social Media Marketing, Brand Image, Purchase Intention

Abstract:
Penelitian ini bertujuan untuk menganalisis pengaruh Brand Ambassador dan Social Media Marketing terhadap Purchase Intention produk minuman berserat (Flimty) melalui Brand Image sebagai variabel mediasi. Populasi yang digunakan dalam penelitian ini yaitu seluruh masyarakat yang mengetahui produk minuman berserat Flimty yang berdomisili di Jabodetabek yang dipilih menggunakan teknik non- probability sampling yaitu purposive sampling dengan jumlah responden sebesar 200 responden. Data yang digunakan pada penelitian ini yaitu data primer dan dengan teknik pengumpulan data yang digunakan yaitu disajikan sebuah quesioner dalam bentuk google form dan disebarkan melalui media online. Data yang sudah di kumpulkan kemudian diolah menggunakan PLS-SEM dengan penggunaan Smart-PLS sebagai software pengolahaan datanya. Dari hasil penelitian ini menunjukkan bahwa Social Media Marketing mempunyai pengaruh yang signifikan terhadap Purchase Intention dengan Brand Image sebagai mediasi. Sedangkan Brand Ambassador tidak mempunyai pengaruh signifikan terhadap Purchase Intention dengan Brand Image sebagai mediasi.
(Kata kunci: Brand Ambassador, Social Media Marketing, Brand Image, Purchase Intention

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 11 Jun 2025 07:13
Last Modified: 11 Jun 2025 07:13
URI: https://repotest.untar.ac.id/id/eprint/47102

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