Leony, Ananda (2025) Pengaruh Excitement Dan Sophistication Terhadap Brand Trust Melalui Brand Image Sebagai Variabel Intervening (Studi Pada Pengguna Shopee Di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (COVER)
21042010004.-cover.pdf Download (1MB) |
|
Text (BAB I)
21042010004.-bab1.pdf Download (282kB) |
|
Text (BAB II)
21042010004.-bab2.pdf Restricted to Repository staff only until 15 May 2027. Download (214kB) |
|
Text (BAB III)
21042010004.-bab3.pdf Restricted to Repository staff only until 15 May 2027. Download (244kB) |
|
Text (BAB IV)
21042010004.-bab4.pdf Restricted to Repository staff only until 15 May 2027. Download (504kB) |
|
Text (BAB V)
21042010004.-bab5.pdf Download (49kB) |
|
Text (DAFTAR PUSTAKA)
21042010004.-daftarpustaka.pdf Download (253kB) |
|
Text (LAMPIRAN)
21042010004.-lampiran.pdf Restricted to Repository staff only Download (849kB) |
Abstract
This study aims to analyze the influence of Excitement and Sophistication on Brand Trust through Brand Image in Shopee users in Surabaya. The research was conducted to determine the representation of consumer personality as described through the dimensions of Excitement and Sophistication. The dimension of Excitement that pleases consumers and Sophistication which is top of mind for consumers can affect Brand Image with Shopee's efforts to hold massive promotions on certain dates and creative marketing, namely advertisements starring celebrities who are hype. Through a significant increase in Brand Image, we will build Brand Trust through maintaining quality services and attractive offers. Through data taken from 200 Shopee users in Surabaya and processed using quantitative methods and PLS-SEM analysis. The test resulted in the finding that Excitement and Sophistication had a significant effect on Brand Trust. Brand Image also succeeds in mediating Excitement and Sophistication to Brand Trust so that it can be stated that Excitement and Sophistication have a positive and significant influence on Brand Trust Through Brand Image as an intervening variable. It is recommended that Shopee needs to improve a more interactive shopping experience to strengthen the excitement model and increase the image of sophistication through premium products and services by creating collaborations with high-class brands. Keywords : Excitement, Sophistication, Brand Image, Brand Trust, Shopee
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Ananda Leony Leony | ||||||||
| Date Deposited: | 15 May 2025 06:05 | ||||||||
| Last Modified: | 15 May 2025 06:05 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36249 |
Actions (login required)
 |
View Item |