Pengaruh brand image dan augmented reality terhadap purchase decision melalui brand trust produk maybelline di shopee

Michaela, Rachel (2024) Pengaruh brand image dan augmented reality terhadap purchase decision melalui brand trust produk maybelline di shopee. Skripsi thesis, Universitas Tarumanagara.

Text Rachel Michaela 115210337 JA.pdf Download (1MB)

Abstract

Abstract:
This study aims to examine the influence of brand image and augmented reality on purchase decisions, with brand trust serving as a mediator. A total of 165 respondents were selected as samples, with criteria including age, residency, prior experience purchasing Maybelline products, and an interest in beauty trends. This study utilized purposive sampling to collect respondent data through an online questionnaire. The collected data was then thoroughly examined and analysed using PLS-SEM. The results indicate that brand image has a positive and significant impact on purchase decisions, and with brand trust playing a partial mediating role between brand image and purchase decisions. Furthermore, augmented reality does not have a positive or significant impact on purchase decisions; however, brand trust plays a partial mediating role between augmented reality and purchase decisions. In addition to contributing to academic knowledge, this study is expected to provide valuable insights for Maybelline products sold on Shopee to better understand the concepts of brand image and brand trust, as well as the application of augmented reality, to enhance purchase decisions.

Abstrak:
Penelitian ini bertujuan untuk menguji pengaruh brand image dan augmented reality terhadap purchase decision, dengan brand trust sebagai mediator. Sebanyak 165 responden dipilih sebagai sampel, dengan kriteria usia, tempat tinggal, pengalaman sebelumnya dalam membeli produk Maybelline, dan minat terhadap tren kecantikan. Penelitian ini menggunakan purposive sampling dan kuesioner online untuk pengumpulan data yang kemudian dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa brand image memiliki pengaruh positif dan signifikan terhadap purchase decision, dengan brand trust sebagai mediator parsial antara brand image dan purchase decision. Selain itu, augmented reality tidak memiliki pengaruh positif atau signifikan terhadap purchase decision, namun brand trust memainkan peran mediator parsial antara augmented reality dan purchase decision. Selain menambah wawasan akademik, penelitian ini diharapkan dapat memberikan wawasan yang berharga bagi produk Maybelline yang dijual di Shopee untuk lebih memahami konsep brand image dan brand trust, serta penerapan augmented reality untuk meningkatkan purchase decision.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	13 Jun 2025 07:06
Last Modified:	13 Jun 2025 07:06
URI:	https://repotest.untar.ac.id/id/eprint/47145

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