PENGARUH INFLUENCER XAVIERA SEBAGAI BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAB LOZY DIMODERASI OLEH BRAND IMAGE

    Angellina Asyivadibrata, - and Syti Sarah Maesaroh, - and Adam Hermawan, - (2025) PENGARUH INFLUENCER XAVIERA SEBAGAI BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAB LOZY DIMODERASI OLEH BRAND IMAGE. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini menguji pengaruh influencer Xaviera sebagai brand ambassador terhadap keputusan pembelian produk hijab Lozy, dengan brand image sebagai variabel moderasi. Metode SEM-PLS diaplikasikan pada 130 responden pelanggan Lozy di Bandung. Hasil membuktikan brand ambassador berpengaruh signifikan dan positif terhadap keputusan pembelian (koefisien 0,329; p=0,008). Uji moderasi mengonfirmasi brand image memperkuat hubungan tersebut secara signifikan (koefisien 0,139; p=0,014). Model memiliki daya jelas 63,6% (R²=0,636) dan daya prediksi tinggi (Q²=0,587). Temuan menyimpulkan bahwa influencer Xaviera berkontribusi signifikan mendorong keputusan pembelian, dengan brand image berperan sebagai penguat. This study examines the influence of influencer Xaviera as a brand ambassador on the purchase decisions of Lozy hijab products, with brand image as a moderating variable. The SEM-PLS method was applied to 130 Lozy customers in Bandung. Results prove that the brand ambassador has a significant and positive effect on purchase decisions (coefficient 0.329; p=0.008). The moderation test confirms that brand image significantly strengthens this relationship (coefficient 0.139; p=0.014). The model has an explanatory power of 63.6% (R²=0.636) and high predictive power (Q²=0.587). The findings conclude that influencer Xaviera contributes significantly to driving purchase decisions, with brand image acting as a reinforcing factor.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?user=Go7jLcAAAAAJ&hl=id&authuser=1 ID SINTA Dosen Pembimbing: Syti Sarah Maesaroh: 6681118 Adam Hermawan : 6681172
    Uncontrolled Keywords: Brand Ambassador, Brand Image, Keputusan Pembelian, Xaviera Brand Ambassador, Brand Image, Purchase Decision, Xaviera
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
    Depositing User: Angellina Asyivadibrata
    Date Deposited: 10 Sep 2025 09:21
    Last Modified: 10 Sep 2025 09:21
    URI: http://repository.upi.edu/id/eprint/136369

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