Wahyuningrum, Putri (2024) “PENGARUH BRAND AMBASSADOR DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI PADA KAUM GENERASI Z KONSUMEN SKINCARE INISFREE DI JAKARTA”. Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) PUTRI WAHYUNINGRUM
(B) THE IMPACT OF BRAND AMBASSADOR AND PRODUCT QUALITY ON
PURCHASE DECISION WITH BRAND IMAGE AS A MEDIATING
VARIABLE AMONG GENERATION Z CONSUMERS OF INNISFREE
SKINCARE IN JAKARTA
(C) LX + 60 Pages, 25 Tables, 7 Pictures
(D) MARKETING MANAGEMENT
(E) Abstract : This study aims to examine the influence of brand ambassador and
product quality on purchase decision with brand image as a mediating variable
among Generation Z consumers of Innisfree skincare products in Jakarta. A
quantitative approach was employed by distributing questionnaires to 100
respondents selected using purposive sampling. Data were analyzed using
Partial Least Squares Structural Equation Modeling (PLS-SEM) through the
SmartPLS 4 application. The findings indicate that brand ambassador and
product quality have a positive and significant effect on brand image and
purchase decision. Furthermore, brand image significantly mediates the
relationship between brand ambassador and product quality on purchase
decision. These findings provide practical implications for companies to
optimize marketing strategies by selecting appropriate brand ambassadors and
maintaining high product quality to strengthen brand image and improve
purchase decisions.
(F) Keywords: brand ambassador, product quality, brand image, purchase
decision, Generation Z, skincare, Innisfree.

(A) PUTRI WAHYUNINGRUM
(B) PENGARUH BRAND AMBASSADOR DAN PRODUCT QUALITY
TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE
SEBAGAI VARIABEL MEDIASI PADA KAUM GENERASI Z
KONSUMEN SKINCARE INISFREE DI JAKARTA
(C) LX + 60 Halaman, 25 Tabel, 7 Gambar
(D) MANAJEMEN PEMASARAN
(E) Abstrak : Penelitian ini bertujuan untuk menguji pengaruh brand ambassador
dan product quality terhadap purchase decision dengan brand image sebagai
variabel mediasi pada konsumen generasi Z pengguna skincare merek Innisfree
di Jakarta. Pendekatan kuantitatif digunakan dengan menyebarkan kuesioner
kepada 100 responden yang dipilih secara purposive sampling. Data dianalisis
menggunakan metode Partial Least Squares Structural Equation Modeling
(PLS-SEM) melalui aplikasi SmartPLS 4. Hasil penelitian menunjukkan bahwa
brand ambassador dan product quality berpengaruh positif dan signifikan
terhadap brand image dan purchase decision. Selain itu, brand image terbukti
memediasi hubungan antara brand ambassador dan product quality terhadap
purchase decision. Temuan ini memberikan implikasi praktis bagi perusahaan
untuk mengoptimalkan strategi pemasaran dengan memperhatikan pemilihan
brand ambassador yang tepat serta menjaga kualitas produk demi memperkuat
citra merek dan meningkatkan keputusan pembelian.
(F) Kata kunci: brand ambassador, product quality, brand image, purchase
decision, generasi Z, skincare, Innisfree.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 30 Sep 2025 03:16
Last Modified: 30 Sep 2025 03:16
URI: https://repotest.untar.ac.id/id/eprint/48108

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