PENGARUH PEMASARAN DIGITAL DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK AEROSTREET DENGAN CO-BRANDING SEBAGAI VARIABEL MEDIASI DI KOTA JAKARTA

DIMAS AL AZIS, . (2026) PENGARUH PEMASARAN DIGITAL DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK AEROSTREET DENGAN CO-BRANDING SEBAGAI VARIABEL MEDIASI DI KOTA JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Pemasaran Digital dan Citra Merek terhadap Keputusan Pembelian produk Aerostreet di Kota Jakarta dengan Co-Branding sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 170 responden yang merupakan konsumen produk Aerostreet di Kota Jakarta. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa Pemasaran Digital berpengaruh positif dan signifikan terhadap Co-Branding dan Keputusan Pembelian. Citra Merek juga berpengaruh positif dan signifikan terhadap Co-Branding dan Keputusan Pembelian. Co-Branding berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Selain itu, Co-Branding terbukti memediasi secara positif dan signifikan pengaruh Pemasaran Digital terhadap Keputusan Pembelian serta memediasi secara positif dan signifikan pengaruh Citra Merek terhadap Keputusan Pembelian. Temuan ini menegaskan bahwa strategi Pemasaran Digital, Citra Merek dan Co-Branding saling memperkuat dalam mendorong Keputusan Pembelian konsumen Aerostreet di Kota Jakarta, serta sejalan dengan kerangka Theory of Planned Behavior. Kata Kunci: Pemasaran Digital, Citra Merek, Co-Branding, Keputusan Pembelian, Theory of Planned Behavior. ***** This study aims to analyze the influence of Digital Marketing and Brand Image on the Purchase Decision of Aerostreet products in Jakarta, with Co-Branding as a mediating variable. This research uses a quantitative approach with a Survey method involving 170 respondents who are consumers of Aerostreet products in Jakarta. The sampling technique used was purposive sampling. The data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software. The results show that Digital Marketing has a positive and significant Effect on Co-Branding and Purchase Decision. Brand Image also has a positive and significant Effect on Co-Branding and Purchase Decision. Co-Branding has a positive and significant Effect on Purchase Decision. In addition, Co-Branding is proven to positively and significantly mediate the influence of Digital Marketing on Purchase Decision as well as the influence of Brand Image on Purchase Decision. These findings confirm that Digital Marketing, Brand Image, and Co-Branding strategies mutually strengthen consumer Purchase Decision toward Aerostreet products in Jakarta, and are consistent with the Theory of Planned Behavior framework. Keywords:Digital Marketing, Brand Image, Co-Branding, Purchase Decision, Theory of Planned Behavior.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Annisa Lutfia, S.Pd., M.Pd. ; 2). Ivan Putranto, S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Dimas Al Azis .
Date Deposited:	21 Aug 2026 03:07
Last Modified:	21 Aug 2026 03:07
URI:	http://repository.unj.ac.id/id/eprint/72652

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