PENGARUH BRAND AMBASSADOR, BRAND IMAGE DAN BRAND REPUTATION TERHADAP PURCHASE INTENTION PADA PRODUK SKIN CARE DIMEDIASI OLEH BRAND TRUST

PRASSTYAWAN, . (2026) PENGARUH BRAND AMBASSADOR, BRAND IMAGE DAN BRAND REPUTATION TERHADAP PURCHASE INTENTION PADA PRODUK SKIN CARE DIMEDIASI OLEH BRAND TRUST. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador, brand image, dan brand reputation terhadap purchase intention melalui brand trust sebagai variabel mediasi pada produk skin care. Persaingan industri skin care yang semakin ketat di Indonesia mendorong perusahaan untuk berinovasi dalam strategi komunikasi pemasaran, terutama dalam membangun citra dan kepercayaan merek. Salah satu strategi yang banyak digunakan adalah kolaborasi dengan brand ambassador, yang berperan penting dalam membentuk persepsi konsumen terhadap merek serta menumbuhkan kepercayaan terhadap produk yang ditawarkan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) yang diolah menggunakan SmartPLS 4.0. Data diperoleh dari 321 responden mahasiswa laki-laki di wilayah Jabodetabek. Instrumen penelitian berupa kuesioner online yang disusun berdasarkan indikator dari masing-masing variabel penelitian. Hasil penelitian menunjukkan bahwa brand image dan brand reputation mampu memberikan pengaruh positif signifikan terhadap purchase intention. Sedangkan, brand ambassador dan brand trust tidak mampu memberikan pengaruh terhadap purchase intention. Temuan lainnya adalah hanya brand image yang mampu memberikan pengaruh terhadap brand trust. Sedangkan brand ambassador dan brand reputation tidak memiliki pengaruh yang signifikan terhadap brand trust. Selain itu, brand trust tidak mampu berperan sebagai variabel mediasi yang baik dalam hubungan antara ketiga variabel eksogen terhadap purchase intention. Hasil penelitian ini memberikan kontribusi teoritis terhadap pengembangan theory of purchase behavior dengan kontekstualisasi elemen merek ke dalam variabel TPB. Secara praktis, hasil ini dapat menjadi acuan bagi perusahaan skin care untuk memfokuskan pengembangan citra dan reputasi merek supaya menarik minat konsumen mahasiswa laki-laki. ***** This study aims to analyze the effects of brand ambassador, brand image, and brand reputation on purchase intention, with brand trust serving as a mediating variable in the context of skincare products. The increasingly intense competition within Indonesia’s skincare industry has encouraged companies to innovate their marketing communication strategies, particularly in building brand image and brand trust. One strategy that is widely adopted is collaboration with brand ambassadors, who are expected to play an important role in shaping consumer perceptions of the brand and fostering trust in the products offered. This research employs a quantitative approach using the Structural Equation Modeling–Partial Least Squares (SEMPLS) method, analyzed with SmartPLS 4.0. Data were collected from 321 male undergraduate students in the Jabodetabek area. The research instrument consisted of an online questionnaire developed based on indicators corresponding to each research variable. The results indicate that brand image and brand reputation have a significant positive effect on purchase intention. In contrast, brand ambassador and brand trust do not have a significant effect on purchase intention. Furthermore, the findings reveal that only brand image has a significant effect on brand trust, while brand ambassador and brand reputation do not significantly influence brand trust. In addition, brand trust does not function effectively as a mediating variable in the relationships between the three exogenous variables and purchase intention. This study contributes theoretically to the development of purchase behavior theory by contextualizing brand-related elements within the Theory of Planned Behavior (TPB). From a practical perspective, the findings may serve as a reference for skincare companies to focus on strengthening brand image and brand reputation in order to enhance purchase intention among male undergraduate consumers.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Gatot Nazir Ahmad, S.Si., M.Si. ; 2). Andi Muhammad Sadat, S.E., M.Si., Ph.D.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Prasstyawan .
Date Deposited:	12 Feb 2026 07:28
Last Modified:	12 Feb 2026 07:28
URI:	http://repository.unj.ac.id/id/eprint/65335

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