CHAERUNNISA, DESTI (2023) PENGARUH DUTA MEREK DAN PEMASARAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI KESADARAN MEREK. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to determine the role of the variable (Z) Brand Awareness in mediating the variables (X1) Brand Ambassador and (X2) Social Media Marketing on the variable (Y) Purchase Decisions among Pixy lipstick users in students at the Faculty of Economics and Business, Sultan Ageng Tirtayasa University. The research method used is quantitative with a descriptive approach. This research collected data based on students from the 2019-2021 faculty of economics and business and a sample of 126 respondents using convenience sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 3.3.3 analysis tool. The results obtained from this research are that Brand Ambassadors have a significant influence on Purchasing Decisions, while Social Media Marketing does not have a significant influence on Purchasing Decisions. Brand Awareness can mediate the influence on Purchasing Decisions, while Brand Ambassador Awareness cannot mediate the Purchasing Decision, Social Media Marketing can mediate the Purchasing Decision.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui peran variabel (Z) Kesadaran Merek dalam memediasi variabel (X1) Duta Merek dan (X2) Pemasaran Media Sosial terhadap variabel (Y) Keputusan Pembelian pada pengguna lipstik pixy di mahasiswi fakultas ekonomi dan bisnis universitas sultan ageng tirtayasa. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan mahasiswi fakultas ekonomi dan bisnis angkatan 2019-2021 dan sample sebanyak 126 responden dengan penarikan convenience sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 3.3.3. Penelitian ini memiliki hasil yang didapat adalah Duta Merek berpengaruh signifikan terhadap Keputusan Pembelian, sedangkan Pemasaran Media Sosial tidak berpengaruh signifikan terhadap Keputusan Pembelian. Kesadaran Merek dapat memediasi pengaruh terhadap Keputusan Pembelian, sedangkan Kesadaran Duta Merek tidak dapat memediasi terhadap Keputusan Pembelian, Pemasaran Media Sosial dapat memediasi terhadap Keputusan Pembelian. | |||||||||
| Uncontrolled Keywords: | Brand Ambassador. Social Media Marketing, Brand Awareness, Purchase Decisions, Mediation Duta Merek. Pemasaran Media Sosial, Kesadaran Merek, Keputusan Pembelian, Mediasi | |||||||||
| Subjects: | H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Mrs Desti Chaerunnisa | |||||||||
| Date Deposited: | 01 Apr 2024 12:04 | |||||||||
| Last Modified: | 01 Apr 2024 12:04 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/34580 |
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