PERAN BRAND AMBASSADOR, BRAND IMAGE, DAN BRAND AWARENESS DALAM MEMPENGARUHI PURCHASE DECISION BRAND CALVIN KLEIN DI E-COMMERCE MELALUI BRAND TRUST SEBAGAI VARIABEL MEDIASI

FERRARI, . (2025) PERAN BRAND AMBASSADOR, BRAND IMAGE, DAN BRAND AWARENESS DALAM MEMPENGARUHI PURCHASE DECISION BRAND CALVIN KLEIN DI E-COMMERCE MELALUI BRAND TRUST SEBAGAI VARIABEL MEDIASI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Studi ini mengeksplorasi pengaruh brand ambassador, brand image, dan brand awareness terhadap keputusan pembelian (purchase decision) merek Calvin Klein di platform e-commerce, dengan brand trust sebagai variabel mediasi. Tujuan penelitian adalah menganalisis hubungan antara variabel-variabel tersebut dalam membentuk kepercayaan merek (brand trust) dan keputusan pembelian konsumen. Latar belakang penelitian ini didasarkan pada pertumbuhan e-commerce yang pesat di Indonesia, yang menjadikannya saluran belanja utama. Penelitian ini bertujuan memberikan insight mengenai strategi pemasaran yang efektif bagi merek fashion global. Metode yang digunakan adalah pendekatan kuantitatif, dengan data primer dikumpulkan melalui kuesioner yang disebarkan kepada 270 responden. Analisis data dilakukan menggunakan model persamaan struktural (SEM). Temuan penelitian mengungkapkan bahwa brand ambassador, brand image, dan brand awareness secara signifikan memengaruhi brand trust. Selain itu, brand trust juga terbukti memiliki dampak langsung yang signifikan terhadap purchase decision. Dari perspektif teoritis, penelitian ini berkontribusi pada pengembangan literatur mengenai peran brand ambassador, brand image, dan brand awareness dalam membentuk brand trust dan purchase decision, khususnya dalam konteks e-commerce. Secara praktis, studi ini memberikan rekomendasi strategis bagi Calvin Klein dalam mengoptimalkan peran brand ambassador, mempertahankan konsistensi brand image, meningkatkan brand awareness, serta memperkuat brand trust untuk mendorong keputusan pembelian konsumen di platform e-commerce.*****This study explores the influence of brand ambassadors, brand image, and brand awareness on purchase decisions for the Calvin Klein brand on e-commerce platforms, with brand trust as a mediating variable. The objective of this research is to analyze the relationships among these variables in shaping brand trust and consumer purchase decisions. The background of this study is based on the rapid growth of e-commerce in Indonesia, which has become a primary shopping channel. This research aims to provide insights into effective marketing strategies for global fashion brands. A quantitative approach was employed, with primary data collected through questionnaires distributed to 270 respondents. Data analysis was conducted using Structural Equation Modeling (SEM). The findings reveal that brand ambassadors, brand image, and brand awareness significantly influence brand trust. Additionally, brand trust has been proven to have a direct and significant impact on purchase decisions. From a theoretical perspective, this study contributes to the literature on the role of brand ambassadors, brand image, and brand awareness in shaping brand trust and purchase decisions, particularly in the e-commerce context. Practically, this study provides strategic recommendations for Calvin Klein to optimize the role of brand ambassadors, maintain brand image consistency, enhance brand awareness, and strengthen brand trust to drive consumer purchase decisions on e-commerce platforms.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Gatot Nazir Ahmad, M.Si. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 26454 not found.
Date Deposited:	25 Feb 2025 07:36
Last Modified:	25 Feb 2025 07:36
URI:	http://repository.unj.ac.id/id/eprint/53486

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