Fang, Gabriel (2024) PENGARUH BRAND AMBASSADOR DAN E-WOM YANG DIMEDIASI OLEH BRAND AWARENESS TERHADAP PURCHASE DECISION PADA PENGGUNA E-COMMERCE SHOPEE DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) GABRIEL FANG (115210261)
(B) THE EFFECT OF BRAND AMBASSADOR, E-WOM, TOWARDS PURCHASE
DECISION MEDIATED BY BRAND AWARENESS ON SHOPEE ECOMMERCE’S
USERS
IN
JAKARTA

(C) XIV + 87 Pages, 30 Tables, 9 Pictures, 12 Attachment
(D) MARKETING MANAGEMENT
(E) Abstract: This research is motivated by the increasing number of e-commerce
users in Indonesia which has become part of people's daily lives to meet their
needs. This study aims to examine the influence of Brand Ambassador and EWOM
on
Purchase
Decision
through
Brand
Awareness.
The
influence
is
direct

and

indirect (with mediation). The object of this research consists of
independent variables, namely Brand Ambassador and E-WOM, dependent
variables, namely Purchase Decision, and mediating variables, namely Brand
Awareness. The subjects of this research are Shopee e-commerce users in
Jakarta. The research method uses clause research and data collection is
carried out through questionnaires distributed online by taking a sample of 138
people through the purposive sampling method. The research data is processed
using the PLS-SEM method with the help of the Smart PLS 4.0 application. The
results of this study are that Brand Ambassador, E-WOM, and Brand Awareness
have a positive and significant effect on Purchase Decision. Brand Awareness
can also be a mediation between Brand Ambassador and Purchase Decision
and between E-WOM and Purchase Decision.
(F) References 109 (1975-2024)
(G) Sanny Ekawati, S.E., M.M.

(A) GABRIEL FANG (115210261)
(B) PENGARUH BRAND AMBASSADOR DAN E-WOM YANG DIMEDIASI
OLEH BRAND AWARENESS TERHADAP PURCHASE DECISION PADA
PENGGUNA E-COMMERCE SHOPEE DI JAKARTA
(C) XIV + 87 Halaman, 30 Tabel, 9 Gambar, 12 Lampiran
(D) MANAJEMEN PEMASARAN
(E) Abstrak: Penelitian ini dilatarbelakangi oleh maraknya pengguna e-commerce di
Indonesia yang telah menjadi bagian dari kehidupan sehari-hari masyarakat
untuk memenuhi kebutuhannya. Penelitian ini memiliki tujuan untuk meneliti
pengaruh dari Brand Ambassador dan E-WOM terhadap Purchase Decision
melalui Brand Awareness. Pengaruh tersebut ada yang langsung dan tidak
langsung (dengan mediasi). Objek penelitian ini terdiri dari variabel independen
yaitu Brand Ambassador dan E-WOM, variabel dependen yaitu Purchase
Decision, dan variabel mediasi yaitu Brand Awareness. Subjek penelitian ini
yaitu pengguna e-commerce Shopee di Jakarta. Metode penelitian menggunakan
penelitian klausal dan pengumpulan data dilakukan melalui kuesioner yang
disebarkan secara daring dengan mengambil sampel sebanyak 138 orang melalui
metode purposive sampling. Data penelitian diolah menggunakan metode PLSSEM
dengan
bantuan
aplikasi
Smart
PLS
4.0.
Hasil
penelitian
ini
adalah
Brand

Ambassador,
E-WOM,
dan
Brand
Awareness
berpengaruh
positif
dan
signifikan

terhadap

Purchase Decision. Brand Awareness juga dapat menjadi mediasi
antara Brand Ambassador dengan Purchase Decision dan antara E-WOM
dengan Purchase Decision.
(F) Daftar Acuan 109 acuan (1975-2024)
(G) Sanny Ekawati, S.E., M.M.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 12 Jun 2025 04:26
Last Modified: 12 Jun 2025 04:26
URI: https://repotest.untar.ac.id/id/eprint/47136

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