Pengaruh brand equity, brand ambassador dan brand trust terhadap purchase decision konsumen produk somethinc di Jakarta

Tanujaya, Jessicha (2024) Pengaruh brand equity, brand ambassador dan brand trust terhadap purchase decision konsumen produk somethinc di Jakarta. Masters thesis, Universitas Tarumanagara.

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Abstract

Purchases of local skincare products under the Somethinc brand in Jakarta showed a significant increase in 2024. This study aims to analyze the influence of brand equity, brand ambassador, and brand trust on consumer purchase decisions for Somethinc products in Jakarta. The source data were collected through an online questionnaire distributed to 384 respondents selected using purposive sampling and analyzed using the PLS-SEM method via SmartPLS 4. The results indicate that brand equity, brand ambassador, and brand trust have a positive and significant effect on purchase decision. Therefore, Somethinc may consider
further developing marketing strategies related to these three variables to enhance consumer purchase decisions in Jakarta.

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Prof. Dr. Carunia Mulya Firdausy
Uncontrolled Keywords:	Keywords: Brand Equity, Brand Ambassador, Brand Trust, Purchase Decision, Local Skincare
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	21 May 2026 06:08
Last Modified:	21 May 2026 06:08
URI:	https://repository.untar.ac.id/id/eprint/49463

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