Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH BRAND AMBASSADOR TREASURE DAN EWOM TERHADAP BRAND TRUST SERTA DAMPAKNYA PADA REPURCHASE INTENTION (STUDI KASUS: FIESTA READY TO GO)

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  • Nuvi Revalina Pangandaheng,
  • Mohamad Rizan,
  • Nofriska Krissanya
Nuvi Revalina Pangandaheng
Universitas Negeri Jakarta
Mohamad Rizan
Universitas Negeri Jakarta
Nofriska Krissanya
Universitas Negeri Jakarta
DOI: https://doi.org/10.2238/280dyn58

Published 2026-07-18

Keywords

  • brand ambassador,
  • electronic word of mouth,
  • brand trust,
  • repurchase intention

How to Cite

PENGARUH BRAND AMBASSADOR TREASURE DAN EWOM TERHADAP BRAND TRUST SERTA DAMPAKNYA PADA REPURCHASE INTENTION (STUDI KASUS: FIESTA READY TO GO). (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/280dyn58

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador dan electronic word of mouth terhadap repurchase intention melalui mediasi brand trust pada individu Generasi Z yang memiliki ketertarikan pada grup K-Pop khususnya TREASURE, yang berdomisili di Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 230 responden. Data dikumpulkan menggunakan kuesioner dengan skala Likert 6 poin dan dianalisis menggunakan metode Structural Equation Modeling (SEM) berbasis covariance dengan bantuan perangkat lunak IBM SPSS AMOS 26. Hasil penelitian menunjukkan bahwa brand ambassador dan electronic word of mouth berpengaruh positif dan signifikan terhadap brand trust. electronic word of mouth dan brand trust juga berpengaruh positif dan signifikan terhadap repurchase intention, sedangkan brand ambassador tidak berpengaruh signifikan terhadap repurchase intention. selain itu, brand trust terbukti mampu memediasi pengaruh brand ambassador dan electronic word of mouth terhadap repurchase intention.
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