Peran Brand Trust dalam Pengaruh Brand Ambassador dan Brand Awareness Terhadap Minat Beli

  • Andrew Kristya Wijaya Universitas Katolik Soegijapranata
  • A.Sentot Suciarto Universitas Katolik Soegijapranata, Semarang

Abstract

The purpose of this research is understand the role of brand trust in brand awareness and brand awareness toward purchase intention in the Blibli marketplace.. The background of this research is based on the several research gaps and the phenomenon of the online shopping market that has risen so there are many marketplace players in Indonesia. The research population, namely Gen Z people in Semarang who are interested in try and already using the Blibli marketplace application., This study used non-purposive sampling method which is purposive sampling, sample that used in this study was 100 people. The data was collected by distributing  questionnaire in online form by using google form. Data  analysis  used  using  the  path analysis  method  the  Sobel  test  to  show  how  much  influence  the  brand trust  variable  has  in  mediating  the  relationship between brand ambassador and brand awareness toward purchase intention with SPSS  program.  The research results show that  Brand Ambassador has positive and significant influence on purchase intention through brand trust and Brand Awareness has positive and significant influence on purchase intention through brand trust.

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Published
2024-06-13
How to Cite
WIJAYA, Andrew Kristya; SUCIARTO, A.Sentot. Peran Brand Trust dalam Pengaruh Brand Ambassador dan Brand Awareness Terhadap Minat Beli. REVITALISASI : Jurnal Ilmu Manajemen, [S.l.], v. 13, n. 1, p. 231-239, june 2024. ISSN 2657-1684. Available at: <https://ejournal.uniska-kediri.ac.id/index.php/Revitalisasi/article/view/5346>. Date accessed: 21 dec. 2024. doi: https://doi.org/10.32503/revitalisasi.v13i1.5346.