PENGARUH BRAND AMBASSADOR TREASURE DAN EWOM TERHADAP BRAND TRUST SERTA DAMPAKNYA PADA REPURCHASE INTENTION

NUVI REVALINA PANGANDAHENG, . (2026) PENGARUH BRAND AMBASSADOR TREASURE DAN EWOM TERHADAP BRAND TRUST SERTA DAMPAKNYA PADA REPURCHASE INTENTION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador dan electronic word of mouth terhadap repurchase intention melalui mediasi brand trust pada individu Generasi Z yang memiliki ketertarikan pada grup K-Pop khususnya TREASURE, yang berdomisili di Jabodetabek. Penelitian ini dilatarbelakangi oleh semakin meningkatnya penggunaan brand ambassador dan electronic word of mouth sebagai strategi komunikasi pemasaran digital untuk membangun kepercayaan merek serta mendorong pembelian ulang konsumen. Penelitian ini menggunakan teori Stimulus-Organism-Response (SOR) sebagai landasan teoretis untuk menjelaskan hubungan antarvariabel. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 230 responden. Data dikumpulkan menggunakan kuesioner berbasis Google Form dengan skala Likert 6 poin dan dianalisis menggunakan metode Structural Equation Modeling (SEM) berbasis covariance dengan bantuan perangkat lunak IBM SPSS AMOS 26. Hasil penelitian menunjukkan bahwa brand ambassador dan electronic word of mouth berpengaruh positif dan signifikan terhadap brand trust. Electronic word of mouth dan brand trust juga berpengaruh positif dan signifikan terhadap repurchase intention, sedangkan brand ambassador tidak berpengaruh signifikan terhadap repurchase intention. Selain itu, brand trust terbukti mampu memediasi pengaruh brand ambassador dan electronic word of mouth terhadap repurchase intention. Temuan penelitian ini memberikan implikasi bahwa upaya meningkatkan pembelian ulang konsumen tidak cukup hanya mengandalkan brand ambassador, tetapi juga perlu didukung oleh pengelolaan electronic word of mouth yang positif serta penguatan brand trust sebagai faktor utama yang mendorong terjadinya repurchase intention. ***** This study aims to analyze the influence of brand ambassadors and electronic word of mouth on repurchase intention, mediated by brand trust, among Generation Z individuals who are interested in K-Pop, specifically TREASURE, and based in the Greater Jakarta area. This study is conducted in response to the increasing use of brand ambassadors and electronic word of mouth as digital marketing communication strategies to enhance brand trust and stimulate consumer repurchases. This study uses the Stimulus-Organism-Response (SOR) theory as its theoretical framework to explain the relationships among the variables. This study used a quantitative method with purposive sampling of 230 respondents. The data gathered was collected via a Google Forms-based questionnaire using a 6-point Likert scale and subsequently analyzed using covariance-based Structural Equation Modeling (SEM) with IBM SPSS AMOS 26 software. The results showed that brand ambassadors and electronic word of mouth have a positive and significant influence on brand trust. Electronic word of mouth and brand trust also have a positive and significant impact on repurchase intention, whereas brand ambassadors do not have a significant impact on repurchase intention. The research findings implies that in order to increase consumer repurchases, it is not enough to only rely upon brand ambassadors; rather, supporting factors such as encouraging positive electronic word of mouth and strengthening brand trust are also crucial in stimulating repurchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Mohamad Rizan, S.E., M.M.; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Nuvi Revalina Pangandaheng .
Date Deposited:	20 Aug 2026 01:19
Last Modified:	20 Aug 2026 01:19
URI:	http://repository.unj.ac.id/id/eprint/72394

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