Rengga Fernando, . (2026) ANALISIS CITRA MEREK SEBAGAI MEDIATOR TERHADAP MINAT BELI COTTI COFFEE DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the influence of location, brand ambassadors, and electronic word-of-mouth on purchase intention for Cotti Coffee in the Jabodetabek area, with brand image serving as a mediating variable. A quantitative approach was employed, with data collected via online questionnaires using Google Forms. The sample consisted of 177 Generation Z respondents residing in Jabodetabek who were aware of Cotti Coffee. Non-probability sampling was used, specifically the purposive sampling method. Data were analyzed using Partial Least Squares Structural Equation Modeling (SEM-PLS) via SmartPLS 4.1.1.8. The results indicate that electronic word-of-mouth, and brand image have a positive and significant effect on purchase intention, whereas location and brand ambassadors do not have a significant effect. Furthermore, brand image was found to mediate the influence of location, brand ambassadors, and electronic word-of-mouth on purchase intention. Brand image acts as a partial mediator for the relationships involving location and electronic word-of-mouth, and as a full mediator for the relationship involving brand ambassadors regarding purchase intention for Cotti Coffee.
| Item Type: | Thesis (Skripsi) |
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| Additional Information: | [No. Panggil: 2210111147] [Pembimbing: Bernadin Dwi] [Penguji 1: Princhita Nabila Maram Pahlawan] [Ketua Penguji: Dienni Ruhjatini Sholihah] |
| Uncontrolled Keywords: | Brand Ambassador, Brand Image, Cotti Coffee, Electronic Word of Mouth, Location, Purchase Intention. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | RENGGA FERNANDO |
| Date Deposited: | 24 Aug 2026 07:38 |
| Last Modified: | 24 Aug 2026 07:38 |
| URI: | http://repository.upnvj.ac.id/id/eprint/52124 |
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