PENGARUH BRAND AMBASSADOR, BRAND IMAGE, DAN WORD OF MOUTH TERHADAP MINAT BELI RICHEESE FACTORY DI RANTAUPRAPAT

DEWI ROSPITASARI PANJAITAN, NPM 2201100048 (2026) PENGARUH BRAND AMBASSADOR, BRAND IMAGE, DAN WORD OF MOUTH TERHADAP MINAT BELI RICHEESE FACTORY DI RANTAUPRAPAT. Skripsi thesis, Universitas Labuhanbatu.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Brand Ambassador, Brand Image, dan Word of Mouth terhadap Minat Beli konsumen pada Richeese Factory di Rantauprapat. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian ini adalah seluruh konsumen Richeese Factory di Rantauprapat, dengan jumlah sampel sebanyak 96 responden yang diperoleh menggunakan teknik purposive sampling. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner. Metode analisis data yang digunakan adalah uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, dan koefisien determinasi (R²) dengan bantuan program SPSS 26. Hasil penelitian menunjukkan bahwa secara parsial Brand Ambassador berpengaruh positif dan signifikan terhadap Minat Beli, dan Brand Image juga berpengaruh positif dan signifikan terhadap Minat Beli. Sementara itu, Word of Mouth tidak berpengaruh signifikan terhadap Minat Beli. Secara simultan, Brand Ambassador, Brand Image, dan Word of Mouth berpengaruh signifikan terhadap Minat Beli konsumen. Nilai koefisien determinasi (R²) sebesar 0,656 menunjukkan bahwa 65,6% variasi Minat Beli dapat dijelaskan oleh ketiga variabel independen dalam penelitian ini, sedangkan sisanya sebesar 34,4% dipengaruhi oleh variabel lain di luar penelitian. Kesimpulan dari penelitian ini adalah bahwa Brand Image merupakan variabel yang paling dominan dalam mempengaruhi Minat Beli konsumen, diikuti oleh Brand Ambassador, sedangkan Word of Mouth belum memberikan pengaruh yang signifikan. Kata Kunci: Brand Ambassador, Brand Image, Word of Mouth, Minat Beli ==================================================== This study aims to determine the effect of Brand Ambassador, Brand Image, and Word of Mouth on consumers’ Purchase Intention at Richeese Factory in Rantauprapat. This research uses a quantitative approach with a survey method. The population in this study consists of all consumers of Richeese Factory in Rantauprapat, with a sample of 96 respondents selected using purposive sampling technique. Data were collected through questionnaires. The data analysis methods used include validity test, reliability test, classical assumption test, multiple linear regression analysis, t-test, F-test, and coefficient of determination (R²) using SPSS. The results show that partially, Brand Ambassador has a positive and significant effect on Purchase Intention, and Brand Image also has a positive and significant effect on Purchase Intention. Meanwhile, Word of Mouth does not have a significant effect on Purchase Intention. Simultaneously, Brand Ambassador, Brand Image, and Word of Mouth have a significant effect on Purchase Intention. The coefficient of determination (R²) value is 0.656, indicating that 65.6% of the variation in Purchase Intention can be explained by the three independent variables in this study, while the remaining 34.4% is influenced by other variables outside this research. The conclusion of this study is that Brand Image is the most dominant variable influencing consumers’ Purchase Intention, followed by Brand Ambassador, while Word of Mouth does not show a significant effect. Keywords: Brand Ambassador, Brand Image, Word of Mouth, Purchase Intention

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand Ambassador, Brand Image, Word of Mouth, Minat Beli===============Brand Ambassador, Brand Image, Word of Mouth, Purchase Intention
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	25 Jun 2026 02:48
Last Modified:	25 Jun 2026 02:48
URI:	http://repository.ulb.ac.id/id/eprint/2571

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