DWI CAHYO, ALFIAN (2023) PENGARUH KUALITAS PRODUK, CELEBRITY ENDORSER, DAN CASHBACK TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI KESADARAN MEREK PADA PRODUK REALME. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to examine and analyse brand awareness as a mediation in increasing the influence of product quality, celebrity endorsers and cashback on purchasing decisions. the research method used is descriptive quantitative. data collection methods used are questionnaires and literature study. The population in this study were FEB Untirta students with an accidental sampling technique of 136 respondents. data analysis technique used is the description of variables, characteristics of respondents and SEM-PLS. This study has the result that product quality, celebrity endorsers and cashback have a positive and significant influence on purchasing decisions. product quality, celebrity endorser and cashback have a positive and significant influence on brand awareness. Brand awareness has no significant positive effect on purchasing decisions. Brand awareness does not have a mediating effect on the effect of product quality, celebrity endorser and cashback on purchasing decisions.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menguji dan menganalisis kesadaran merek sebagai mediasi dalam meningkatkan pengaruh kualitas produk, celebrity endorser dan cashback terhadap keputusan pembelian. metode penelitian yang digunakan adalah kuantitatif deskriptif. metode pengumpulan data yang digunakan adalah kuesioner dan studi kepustakaan. populasi pada penelitian ini adalah mahasiswa/i FEB Untirta dengan teknik penarikan sampel accidental sampling sebanyak 136 responden. teknik analisis data yang digunakan adalah deskripsi variabel, karakteristik responden dan SEM-PLS. Penelitian ini memiliki hasil bahwa kualitas produk, celebrity endorser dan cashback memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. kualitas produk, celebrity endorser dan cashback memiliki pengaruh positif dan signifikan terhadap kesadaran merek. kesadaran merek tidak berpengaruh positif signifikan terhadap keputusan pembelian. kesadaran merek tidak memiliki efek mediasi terhadap pengaruh kualitas produk, celebrity endorser dan cashback terhadap keputusan pembelian. | |||||||||
| Uncontrolled Keywords: | product quality, celebrity endorser, cashback, brand awareness, purchase decision, kualitas produk, celebrity endorser, cashback, kesadaran merek, keputusan pembelian, | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Mr Alfian Dwi Cahyo | |||||||||
| Date Deposited: | 10 Oct 2023 14:03 | |||||||||
| Last Modified: | 10 Oct 2023 14:43 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/30263 |
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