PENGARUH BRAND AMBASSADOR, BRAND IMAGE, DAN EVENT MARKETING TERHADAP PURCHASE DECISION TIKET ALLO BANK HANGOUT FESTIVAL 2025 (STUDI PADA PENGUNJUNG DI WILAYAH JABODETABEK)

DIVANI MONA RITONGA, . (2026) PENGARUH BRAND AMBASSADOR, BRAND IMAGE, DAN EVENT MARKETING TERHADAP PURCHASE DECISION TIKET ALLO BANK HANGOUT FESTIVAL 2025 (STUDI PADA PENGUNJUNG DI WILAYAH JABODETABEK). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador, brand image, dan event marketing terhadap purchase decision tiket Allo Bank Hangout Festival 2025 pada pengunjung di wilayah Jabodetabek. Penelitian ini dilatarbelakangi oleh tingginya antusiasme masyarakat terhadap Allo Bank Hangout Festival 2025 meskipun mekanisme pembelian tiket mengharuskan konsumen menggunakan layanan keuangan Allo Bank. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei. Populasi penelitian adalah pengunjung Allo Bank Hangout Festival 2025 di wilayah Jabodetabek. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 125 orang. Data dikumpulkan melalui penyebaran kuesioner daring menggunakan skala Likert dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa brand ambassador, brand image, dan event marketing masing-masing berpengaruh positif dan signifikan terhadap purchase decision. Variabel brand ambassador memiliki pengaruh paling dominan dengan koefisien jalur sebesar 0,444, diikuti brand image sebesar 0,285, dan event marketing sebesar 0,212. Nilai R-Square sebesar 0,331 menunjukkan bahwa ketiga variabel independen mampu menjelaskan 33,1% variasi purchase decision, sedangkan 66,9% sisanya dipengaruhi oleh variabel lain di luar penelitian. **** This study aims to analyze the influence of brand ambassador, brand image, and event marketing on the purchase decision of Allo Bank Hangout Festival 2025 tickets among visitors in the Greater Jakarta area (Jabodetabek). The study was motivated by the high public enthusiasm for Allo Bank Hangout Festival 2025 despite the ticket purchasing mechanism requiring consumers to use Allo Bank financial services. This study employed a quantitative research method using a survey approach. The population consisted of visitors to Allo Bank Hangout Festival 2025 in the Greater Jakarta area. The sampling technique used was purposive sampling, involving 125 respondents. Data were collected through an online questionnaire using a Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that brand ambassador has a positive and significant effect on purchase decision with a path coefficient of 0.444, a t-statistic of 6.582, and p-value < 0.001. Brand image also has a positive and significant effect on purchase decision with a path coefficient of 0.285, a t-statistic of 3.684, and p-value < 0.001. Furthermore, event marketing has a positive and significant effect on purchase decision with a path coefficient of 0.212, a t-statistic of 2.524, and a p-value of 0.012. The R-Square value of 0.331 indicates that brand ambassador, brand image, and event marketing explain 33.1% of the variance in purchase decision, while the remaining 66.9% is explained by other variables outside the model. Among the independent variables, brand ambassador has the strongest influence on purchase decision.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Nadya Fadillah Fidhyallah, S.Pd., M.Pd.; 2). Daru Putri Kusumaningtyas, S.E., M.Han.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Divani Mona Ritonga .
Date Deposited:	28 Aug 2026 01:47
Last Modified:	28 Aug 2026 01:47
URI:	http://repository.unj.ac.id/id/eprint/73352

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