PENGARUH NCT DREAM SEBAGAI BRAND AMBASSADOR DAN E- WOM TERHADAP PURCHASE INTENTION PADA PRODUK TOSTOS DI DKI JAKARTA MELALUI BRAND IMAGE.

Haslimiin, Roslyn Brenda (2024) PENGARUH NCT DREAM SEBAGAI BRAND AMBASSADOR DAN E- WOM TERHADAP PURCHASE INTENTION PADA PRODUK TOSTOS DI DKI JAKARTA MELALUI BRAND IMAGE. Skripsi thesis, Universitas Tarumanagara.

Text Roslyn Brenda Haslimin 115210208 JA.pdf Download (1MB)

Abstract

(A) Roslyn Brenda Haslimin (115210208)
(B) PENGARUH NCT DREAM SEBAGAI BRAND AMBASSADOR DAN E-WOM
TERHADAP PURCHASE INTENTION PADA PRODUK TOSTOS DI DKI JAKARTA
MELLAUI BRAND IMAGE.
(C) VII + 124 Halaman ; 26 Tabel; 9 Gambar; 14 Lampiran
(D) MANAJEMEN PEMASARAN
(E) Abstrak : Penelitian ini bertujuan untuk menganalisis pengaruh Brand Ambassador dan
Electronic Word of Mouth (E-WOM) terhadap Purchase Intention produk TosTos di DKI
Jakarta melalui Brand Image sebagai variabel mediasi. Penelitian ini menggunakan
pendekatan kuantitatif dengan metode survei melalui kuisioner kepada 260 responden yang
mengetahui produk TosTos dan NCT Dream sebagai brand ambassador nya. Teknik analisis
yang digunakan adalah non probability sampling dan metode purposive sampling dengan
bantuan software SmartPLS 4. Hasil penelitian ini menunjukkan bahwa Brand Ambassador
dan E-WOM berpengaruh positif dan signifikan terhadap Brand Image dan Purchase
Intention serta memediasi pengaruh Brand Ambassador dan E-WOM terhadap Purchase
Intention. Penelitian ini memberikan implikasi praktis bagi perusahaan dalam menentukan
strategi komunikasi pemasaran dalam pemilihan Brand Ambassador yang tepat.
(F) Daftar Pustaka 44 (1991-2025)
(G) Dr. Galuh mIra Saktiana S.E., M.Sc.

(A) Roslyn Brenda Haslimin (115210208)
(B) THE INFLUENCE OF NCT DREAM AS A BRAND AMBASSADOR AND E-WOM ON PURCHASE
INTENTION OF TOSTOS PRODUCTS IN DKI JAKARTA THROUGH BRAND IMAGE.
(C) VII + 124 pages; 26 tables; 9 pictures ; 14 attachments
(D) MARKETING MANAGEMENT
(E) Abstract : This study aims to analyze the influence of Brand Ambassador and Electronic
Word of Mouth (E-WOM) on the Purchase Intention of TosTos products in DKI Jakarta
through Brand Image as a mediating variable. This researc uses a quatitative approach
through a survei method involving 260 respondents who recognize TosTos products and NCT
Dream as Brand Ambassador. The sampling technique used is non probability sampling and
method purposive sampling with the assistance of SmartPLS 4 software. The results show
that Brand Ambasador and E-WOM have a positive and significant effect on Brand Image
mediates the influence of Brand Ambassador and E-WOM on Purchase Intention, and that
Brand Image mediates the influence of Brand Ambassador and E-WOM on Purchase
Intention. This research provides practical implications for companies in determining
appropriate marketing communication strategies in selecting a suitable Brand Ambassador.
(F) References 44 (1991-2025)
(G) Dr. Galuh Mira Saktiana S.E., M.Sc.

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 06:10
Last Modified:	30 Sep 2025 06:10
URI:	https://repotest.untar.ac.id/id/eprint/48115

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