PENGARUH BRAND AMBASSADOR, BRAND PERSONALITY DAN PRODUCT KNOWLEDGE TERHADAP PURCHASE DECISION PRODUK NATURE REPUBLIC DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING - Alika, Azza Putri; Fadhilah, Muinah; Hutami, Lusia Tria Hatmanti (Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi, 2024)
Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador, brand personality dan product knowledge terhadap purchase decision dengan brand trust sebagai variabel intervening. Penelitian ini menggunakan jenis penelitian kuantitatif dengan sampel sebanyak 100 responden di kota Yogyakarta yang pernah membeli produk Nature Republic. Metode pengumpulan data menggunakan kuesioner yang dibagikan menggunakan teknik purposive sampling. Teknik analisis data menggunakan uji kualitas data, uji asumsi klasik, uji regresi berganda, dan uji hipotetis melalui program SPSS 27. Hasil penelitian menunjukkan bahwa Brand ambassador berpengaruh positif dan signifikan terhadap purchase decision pada Nature Republic, brand personality tidak berpengaruh terhadap purchase decision pada Nature Republic, product knowledge berpengaruh positif dan signifikan terhadap purchase decision pada Nature Republic, brand ambassador berpengaruh positif dan signifikan terhadap brand trust pada Nature Republic, brand personality berpengaruh positif dan signifikan terhadap brand trust pada Nature Republic, product knowledge berpengaruh positif dan signifikan terhadap brand trust pada Nature Republic, brand trust berpengaruh positif dan signifikan terhadap purchase decision pada nature republic. Brand trust tidak mampu memediasi brand ambassador terhadap purchase decision. Brand trust mampu memediasi brand personality terhadap purchase decision. Brand trust tidak mampu memediasi product knowledge terhadap purchase decision. Kata kunci: brand ambassador, brand personality, product knowledge, purchase decision, brand trust Abstract This research aims to determine the influence of brand ambassadors, brand personality, and product knowledge on purchase decisions with brand trust as an intervening variable. This research uses quantitative research with a sample of 100 respondents in the city of Yogyakarta who have purchased Nature Republic products. The data collection method uses a questionnaire distributed using a purposive sampling technique. Data analysis techniques use data quality tests, classical assumption tests, multiple regression tests, and hypothetical tests using the SPSS 27 program. The research results show that brand ambassadors have a positive and significant effect on purchase decisions at Nature Republic, brand personality has no effect on purchase decisions at Nature Republic, product knowledge has a positive and significant effect on purchase decisions at Nature Republic, brand ambassador has a positive and significant effect on brand trust at Nature Republic, brand personality has a positive and significant effect on brand trust at Nature Republic, product knowledge has a positive and significant effect on brand trust At Nature Republic, brand trust has a positive and significant effect on purchase decisions at Nature Republic. Brand trust is unable to mediate brand ambassadors in purchasing decisions. Brand trust can mediate brand personality in purchasing decisions. Brand trust is unable to mediate product knowledge on purchase decisions. Keywords: brand ambassador, brand personality, product knowledge, purchase decision, brand trust