Adelia Nur Syaqiqoh, . (2025) ANALISIS PENGARUH BRAND AMBASSADOR DAN BRAND AWARENESS TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI MEDIASI PADA SCARLETT BODY LOTION. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the direct effects of brand ambassador and brand awareness on purchase decision, as well as to examine the role of brand image as a mediating variable among consumers of Scarlett Body Lotion in the Special Capital Region of Jakarta. The research employs a quantitative approach with a survey design. Data were collected using a 1–5 Likert-scale questionnaire. A total of 185 respondents who had purchased and used Scarlett Body Lotion and resided in the five administrative areas of DKI Jakarta (excluding Kepulauan Seribu) were selected using purposive sampling. Data were analyzed using PLS-SEM with the assistance of SmartPLS 4 software. The results show that brand ambassador and brand awareness have a positive and significant effect on purchase decision, while brand image does not have a statistically significant direct effect on purchase decision. The indirect effect test confirms that brand image is unable to mediate the influence of brand ambassador and brand awareness on purchase decision, indicating a non-mediation pattern in which purchase decisions are better explained by the direct paths. These findings emphasize that for local beauty brands with high levels of brand awareness such as Scarlett Body Lotion, strengthening the roles of brand ambassador and brand awareness is more crucial than relying on brand image as a mediating factor.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111083] [Pembimbing: Anastasia Bernadin Dwi Mardiatmi] [Penguji 1: Pusporini] [Ketua Penguji: Suharyati] |
| Uncontrolled Keywords: | Brand Ambassador, Brand Awareness, Brand Image, Purchase Decision, Scarlett Body Lotion |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | ADELIA NUR SYAQIQOH |
| Date Deposited: | 13 Apr 2026 02:37 |
| Last Modified: | 13 Apr 2026 02:37 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41453 |
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