Electronic Theses and Dissertation

Abstrak abstrak tesis ini diserahkan kepada panitia komisi ujian untuk mendapatkan gelar magister manajemen pada fakultas ekonomi dan bisnis universitas syiah kuala. peran moderasi korean wave terhadap hubungan korean celebrity brand ambassador dan repurchase intention melalui brand image pada online marketplace blibli di kota banda aceh oleh: nurul lianda 2101202010010 konsentrasi: pemasaran pembimbing utama : dr. syafruddin, s.e., mba. pembimbing pembantu : dr. sorayanti utami, s.e., mm. penelitian ini bertujuan untuk menguji peran moderasi korean wave terhadap hubungan korean celebrity brand ambassador dan repurchase intention melalui brand image pada online marketplace blibli di kota banda aceh. penelitian ini melibatkan 315 responden yang telah menggunakan online marketplace blibli lebih dari dua kali untuk berbelanja online. pengumpulan data dilakukan dengan menggunakan kuesioner berskala likert dan analisis data menggunakan partial least square (pls) versi 3.0. hasil penelitian menunjukkan bahwa korean celebrity brand ambassador berpengaruh positif terhadap repurchase intention. korean celebrity brand ambassador berpengaruh positif terhadap brand image. brand image berpengaruh positif terhadap repurchase intention. brand image memediasi secara parsial pengaruh korean celebrity brand ambassador terhadap repurchase intention. korean wave tidak berpengaruh dalam memoderasi hubungan antara korean celebrity brand ambassador dan repurchase intention. kata kunci: korean celebrity brand ambassador, repurchase intention, brand image, korean wave

ABSTRACT Abstract of Thesis Submitted to The Examination Committe in partial fulfilment of the requirements for the degree of Master of Management on Economics and Business Faculty of Syiah Kuala University. MODERATING ROLE OF KOREAN WAVE ON THE RELATIONSHIP BETWEEN KOREAN CELEBRITY BRAND AMBASSADOR AND REPURCHASE INTENTION THROUGH BRAND IMAGE ON BLIBLI ONLINE MARKETPLACE IN BANDA ACEH By: Nurul Lianda 2101202010010 Specialization : Dr. Syafruddin, S.E., MBA. Co-Supervisor : Dr. Sorayanti Utami, S.E., MM. This study aims to examine the moderating role of the Korean Wave on the relationship between Korean Celebrity Brand Ambassadors and Repurchase Intention through Brand Image on the Blibli online marketplace in Banda Aceh. The research involved 315 respondents who have used the Blibli online marketplace for online shopping more than twice. Data collection was conducted using a Likert-scale questionnaire, and data analysis was performed using Partial Least Squares (PLS) with SmartPLS Version 3.0. The results of the study indicate that Korean Celebrity Brand Ambassadors have a positive effect on Repurchase Intention. Korean Celebrity Brand Ambassadors also positively influence Brand Image. Furthermore, Brand Image has a positive effect on Repurchase Intention and partially mediates the effect of Korean Celebrity Brand Ambassadors on Repurchase Intention. Additionally, the Korean Wave has no effect in moderating the relationship between Korean Celebrity Brand Ambassadors and Repurchase Intention. Kata Kunci: Korean Celebrity Brand Ambassador, Repurchase Intention, Brand Image, Korean Wave