Electronic Theses and Dissertation

Abstrak tujuan dari penelitian ini adalah untuk menganalisis pengaruh brand trust sebagai mediasi pengaruh brand image, brand ambassador dan brand awareness terhadap purchasing decision pada pengguna inong scarf di kota banda aceh. sampel yang digunakan dalam penelitian ini sebanyak 140 responden pengguna inong scarf di kota banda aceh. metode analisis data dalam penelitian ini menggunakan structural equation modelling (sem) untuk mengetahui pengaruh antara variabel yang terlibat. berdasarkan hasil penelitian menemukan bahwa brand image, brand ambassador, brand awareness dan brand trust berpengaruh secara signifikan terhadap purchasing decision. brand image, brand ambassador, brand awareness berpengaruh secara signifikan terhadap brand trust. brand trust memediasi secara partial pengaruh brand image, brand ambassador, brand awareness dan brand trust berpengaruh secara signifikan terhadap purchasing decision. kata kunci : purchasing decision, brand image, brand ambassador, brand awareness, brand trust

ABSTRACT The purpose of this research is to analyze the influence of Brand Trust as a mediating influence of Brand Image, Brand Ambassador and Brand Awareness on Purchasing Decisions among Inong Scarf users in Banda Aceh City. The sample used in this research was 140 respondents who used Inong Scarf in Banda Aceh City. The data analysis method in this research uses Structural Equation Modelling (SEM) to determine the influence between the variables involved. Based on the research results, it was found that Brand Image, Brand Ambassador, Brand Awareness and Brand Trust significantly influence purchasing decisions. Brand Image, Brand Ambassador, Brand Awareness have a significant effect on Brand Trust. Partially mediating Brand Trust, the influence of Brand Image, Brand Ambassador, Brand Awareness and Brand Trust significantly influences purchasing decisions. Keywords : Purchasing Decision, Brand Image, Brand Ambassador, Brand Awareness, Brand Trust