Jurnal Manajemen
Vol 12 No 4 (2024): Jurnal Manajemen

THE ROLE OF TRUST IN MEDIATING BRAND AMBASSADOR AND BRAND AWARENESS TOWARDS PURCHASE DECISIONS

Christiana, Irma (Unknown)
Hasibuan, Nasywasuri (Unknown)

Article Info

Publish Date
30 Oct 2024

Abstract

This research aims to identify variables that can influence purchasing decisions mediated by trust. This research approach is quantitative-descriptive. Sampling used a purposive sampling method to achieve a sample size based on the Lemeshow formula. Data collection was carried out by distributing questionnaires in the form of a Google Form. The data analysis technique uses the Partial Least Squares Structural Equation Model (PLS-SEM). Hypothesis testing shows that brand ambassadors and brand awareness influence trust and purchasing decisions. Trust is able to mediate the influence of brand ambassadors and brand awareness on purchasing decisions.

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Journal Info
Jurnal Manajemen
Website

Abbrev

jm

Publisher

Universitas Palembang

Subject

Economics, Econometrics & Finance

Description

Jurnal Manajemen is a scientific communication media published by the Management Study Program, Faculty of Economics, University of Palembang. The Management Journal is dedicated to researchers and academics who wish to publish research papers, technical papers, conceptual papers, and case study ...