PERAN BRAND AMBASSADOR, BRAND IMAGE, DAN BRAND AWARENESS DALAM MENINGKATKAN PURCHASE INTENTION DAN PURCHASE DECISION PADA PRODUK SUNSCREEN LOKAL

AMANDA JUANITA, . (2026) PERAN BRAND AMBASSADOR, BRAND IMAGE, DAN BRAND AWARENESS DALAM MENINGKATKAN PURCHASE INTENTION DAN PURCHASE DECISION PADA PRODUK SUNSCREEN LOKAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis peran brand ambassador, brand image, dan brand awareness dalam meningkatkan purchase intention dan purchase decision pada produk sunscreen lokal. Penelitian ini berlandaskan Theory of Planned Behavior (TPB) yang menjelaskan bahwa niat merupakan faktor penting yang mendorong terbentuknya perilaku atau keputusan pembelian. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 288 responden yang berdomisili di Kota Administrasi Jakarta. Data dikumpulkan melalui kuesioner dengan skala Likert enam poin. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode purposive sampling. Data kemudian dianalisis menggunakan Structural Equation Modeling (SEM) melalui perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa brand ambassador tidak berpengaruh positif dan signifikan terhadap purchase intention maupun purchase decision. Brand image juga tidak berpengaruh positif dan signifikan terhadap purchase intention maupun purchase decision. Sebaliknya, brand awareness berpengaruh positif dan signifikan terhadap purchase intention dan purchase decision. Purchase intention terbukti berpengaruh positif dan signifikan terhadap purchase decision. Temuan tersebut menunjukkan bahwa tingkat kesadaran konsumen terhadap merek memiliki peran yang lebih kuat dalam membentuk niat dan keputusan pembelian dibandingkan penggunaan brand ambassador dan pembentukan brand image. Hasil penelitian juga mendukung TPB, khususnya dalam menjelaskan bahwa purchase intention berperan sebagai faktor yang mendorong terbentuknya purchase decision. ***** This study aims to analyze the roles of brand ambassador, brand image, and brand awareness in increasing purchase intention and purchase decision for local sunscreen products. This study is grounded in the Theory of Planned Behavior (TPB), which explains that intention is an important factor in shaping behavior or purchase decisions. A quantitative approach was employed using a survey method involving 288 respondents residing in the administrative cities of Jakarta. Data were collected through a questionnaire using a six-point Likert scale. The sampling technique used was non-probability sampling with a purposive sampling method. The data were subsequently analyzed using Structural Equation Modeling (SEM) with AMOS software. The results indicate that brand ambassador has no positive and significant effect on either purchase intention or purchase decision. Brand image also has no positive and significant effect on purchase intention or purchase decision. In contrast, brand awareness has a positive and significant effect on both purchase intention and purchase decision. Purchase intention is also proven to have a positive and significant effect on purchase decision. These findings indicate that consumers’ awareness of a brand plays a stronger role in shaping purchase intention and purchase decision than the use of a brand ambassador and the formation of brand image. The results also support TPB, particularly in explaining the role of purchase intention as a factor that encourages the formation of purchase decisions.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Amanda Juanita .
Date Deposited:	14 Aug 2026 01:28
Last Modified:	14 Aug 2026 01:28
URI:	http://repository.unj.ac.id/id/eprint/71038

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