@phdthesis{repoupi136369,
          school = {Universitas Pendidikan Indonesia},
           month = {August},
            year = {2025},
           title = {PENGARUH INFLUENCER XAVIERA SEBAGAI BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAB LOZY DIMODERASI OLEH BRAND IMAGE},
            note = {https://scholar.google.com/citations?user=Go7jLcAAAAAJ\&hl=id\&authuser=1

ID SINTA Dosen Pembimbing:
Syti Sarah Maesaroh: 6681118
Adam Hermawan : 6681172},
          author = {Angellina Asyivadibrata, - and Syti Sarah Maesaroh, - and Adam Hermawan, -},
        keywords = {Brand Ambassador, Brand Image, Keputusan Pembelian, Xaviera

Brand Ambassador, Brand Image, Purchase Decision, Xaviera},
        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.},
             url = {https://repository.upi.edu/}
}