Fatur Ramadhan, Arif (2023) Pengaruh Citra Merek dan Kesadaran Merek Terhadap Keputusan Pembelian Dengan Ekuitas Merek Sebagai Variabel Intervening. S1 thesis, UNTIRTA.
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Abstract
This study aims to determine the effect of brand image (X1) and brand awareness (X2) on purchasing decisions (Y) mediated by brand equity (Z) on iPhone smartphone users. The method used in this research is quantitative research with a descriptive approach. The population in this study were students majoring in Management at Sultan Ageng Tirtayasa University Class of 2019 – 2022. The sample of this study was 114 students majoring in Management at Sultan Ageng Tirtayasa University who used iPhone smartphones. The data analysis technique used in this study is Structural Equation Modeling (SEM) using the SmartPLS 3.3.3 analysis tool. The results of the study show that: (1) brand image has a positive and insignificant effect on purchasing decisions. (2) brand image has a positive and significant effect on brand equity. (3) brand awareness has a positive and insignificant effect on purchasing decisions. (4) brand awareness has a positive and significant effect on the level of brand equity. (5) brand equity has a positive and significant effect on purchasing decisions. (6) brand image has a positive and significant effect on purchasing decisions mediated by brand equity. (7) brand awareness has a positive and significant effect on purchasing decisions mediated by brand equity. Keywords: Brand image, brand awareness, brand equity and purchasing decisions
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh citra merek (X1) dan kesadaran merek (X2) terhadap keputusan pembelian (Y) dengan dimediasi oleh ekuitas merek (Z) pada pengguna smartphone iPhone. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif. Populasi dalam penelitian ini adalah mahasiswa jurusan Manajemen Universitas Sultan Ageng Tirtayasa Angkatan 2019 – 2022. Sampel penelitian ini berjumlah 114 mahasiswa jurusan Manajemen Universitas Sultan Ageng Tirtayasa yang menggunakan smartphone iPhone. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS 3.3.3. Hasi penelitian menunjukkan bahwa : (1) citra merek berpengaruh positif dan tidak signifikan terhadap keputusan pembelian. (2) citra merek berpengaruh positif dan signifikan terhadap ekuitas merek. (3) kesadaran merek berpengaruh positif dan tidak signifikan terhadap keputusan pembelian. (4) kesadaran merek berpengaruh positif dan signifikan terhadap tingkat ekuitas merek. (5) ekuitas merek berpengaruh positif dan signifikan terhadap keputusan pembelian. (6) citra merek berpengaruh positif dan signfikan terhadap keputusan pembelian dengan dimediasi oleh ekkuitas merek. (7) kesadaran merek berpengaruh positif dan signifikan terhadap keputusan pembelian dengan dimediasi oleh ekuitas merek. | |||||||||
| Uncontrolled Keywords: | Brand image, brand awareness, brand equity and purchasing decisions Citra merek, kesadaran merek, ekuitas merek dan keputusan pembelian | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis | |||||||||
| Depositing User: | Arif Fatur Ramadhan | |||||||||
| Date Deposited: | 13 Jul 2023 14:17 | |||||||||
| Last Modified: | 13 Jul 2023 14:17 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/26244 |
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