KEPUTUSAN PEMBELIAN PRODUK FASHION TIEBYMIN (STUDI DI DKI JAKARTA)

Yasmin Salsabila Azizah, . (2025) KEPUTUSAN PEMBELIAN PRODUK FASHION TIEBYMIN (STUDI DI DKI JAKARTA). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study is entitled The Influence of Brand Image, Product Quality, and Brand Ambassador on Purchase Decisions of Tiebymin Fashion Products (Study in DKI Jakarta), aiming to examine whether brand image, product quality, and brand ambassador affect consumer purchase decisions. This survey involved 160 respondents who reside in DKI Jakarta and have purchased Tiebymin products in the last six months. The PLS-SEM approach was used to evaluate the hypotheses using SmartPLS 4.0. The results of the study indicate that: (1) brand image has a positive but negligible relationship with purchasing decisions; (2) product quality has a positive and significant impact on purchasing decisions; and (3) brand ambassadors have a positive and significant impact on Tiebymin customers' purchasing decisions. These results indicate that brand ambassadors and product quality have a greater impact on customers' purchasing decisions than brand image.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil : 2210111007] [Pembimbing : Prasetyo Hadi} [Penguji 1 : Risty Rahma Dafina] [Ketua Penguji : Alfatih Sikki Manggabarani]
Uncontrolled Keywords:	Brand Image, Brand ambassador, Product Quality, Purchase Decision.
Subjects:	H Social Sciences > HB Economic Theory 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:	YASMIN SALSABILA AZIZAH
Date Deposited:	26 Mar 2026 05:09
Last Modified:	26 Mar 2026 05:09
URI:	http://repository.upnvj.ac.id/id/eprint/41915

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