Pengaruh brand ambassador, e-wom, dan brand image terhadap purchase intention sepatu Adidas = The influence of brand ambassador, e-wom, and brand image on purchase intention of Adidas shoes

Readley, Yehezkiel (2025) Pengaruh brand ambassador, e-wom, dan brand image terhadap purchase intention sepatu Adidas = The influence of brand ambassador, e-wom, and brand image on purchase intention of Adidas shoes. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador (selanjutnya akan disebut sebagai duta merek), electronic word of mouth (E-WOM) dan brand image (selanjutnya akan disebut sebagai citra merek) terhadap purchase intention (selanjutnya akan disebut sebagai niat beli) pada produk sepatu Adidas. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan analisis Partial Least Square–Structural Equation Modeling (PLS- SEM) menggunakan Smart PLS. Sampel penelitian ini terdiri dari responden yang merupakan konsumen produk sepatu Adidas. Hasil penelitian menunjukkan bahwa dari tiga hipotesis yang diajukan, hanya satu hipotesis yang diterima. Brand ambassador terbukti memiliki pengaruh positif terhadap purchase intention, sedangkan E-WOM dan brand image tidak menunjukkan pengaruh positif terhadap purchase intention. Temuan ini mengindikasikan bahwa dalam konteks produk sepatu Adidas, peran brand ambassador lebih dominan dalam membentuk niat beli konsumen dibandingkan dengan pengaruh E-WOM maupun brand image. Penelitian ini diharapkan dapat menjadi referensi dalam penyusunan strategi pemasaran yang lebih efektif, khususnya dalam memilih dan mengoptimalkan peran brand ambassador/This study aims to analyze the effect of brand ambassadors (duta merek referred to as brand ambassadors), electronic word of mouth (E-WOM) and brand image (citra merek referred to as brand image) on purchase intention (niat beli referred to as brand image) on Adidas shoe products. The research method used is quantitative with a Partial Least Square-Structural Equation Modeling (PLS- SEM) analysis approach using Smart PLS. The sample of this study consisted of respondents who were consumers of Adidas shoe products. The results showed that of the three hypotheses proposed, only one hypothesis was accepted. Brand ambassadors are proven to have a positive influence on purchase intention, while E-WOM and brand image do not show a positive influence on purchase intention. This finding indicates that in the context of Adidas shoe products, the role of brand ambassadors is more dominant in shaping consumer purchase intention compared to the influence of EWOM and brand image. This research is expected to be a reference in developing a more effective marketing strategy, especially in choosing and optimizing the role of brand ambassadors.
Item Type: Thesis (Bachelor)
Creators:
Creators
NIM
Email
ORCID
Readley, Yehezkiel
NIM01011210020
yehezkielreadley@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Wijayanti, Cynthia Anna
NIDN0304097605
cynthia.wijayanti@uph.edu
Uncontrolled Keywords: Adidas; brand ambassador; brand image; e-wom; purchase intention.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: YEHEZKIEL READLEY
Date Deposited: 30 May 2025 09:13
Last Modified: 30 May 2025 09:13
URI: http://repository.uph.edu/id/eprint/68486

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