Dwi Puspita, Reza (2024) PERANAN BRAND AWARENESS DAN BRAND IMAGE DALAM MEMEDIASI HUBUNGAN ANTARA SOCIAL MEDIA MARKETING DENGAN PURCHASE DECISION (Studi Pada Konsumen Teh Gelas Di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the role of Brand Awareness and Brand Image in mediating the relationship between Social Media Marketing and Purchase Decisions in glass tea consumers in Serang City. In this study, the method used is quantitative method. This study conducted data collection through questionnaires and literature studies. The population in this study is Glass Tea consumers who live in Serang city. The sample in this study amounted to 112 respondents with purposive sampling withdrawal. The data analysis method used is Structural Equation Modelling (SEM) with SmartPLS 3.2.9 analysis tool. This research has results: (1) Social Media Marketing has a positive and significant effect on Purchase Decision. (2) Social Media Marketing has a positive and significant effect on Brand Awareness. (3) Social Media Marketing has a positive and significant effect on Brand Image. (4) Brand Awareness has a positive but not significant effect on Purchase Decision. (5) Brand Image has a positive and significant influence on Purchase Decision. (6) Social Media Marketing has a positive but not significant effect on Purchase Decisions mediated by Brand Awareness variables. (7) Social Media Marketing has a positive and significant effect on Purchase Decisions mediated by Brand Image variables.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui Peranan Brand Awareness Dan Brand Image Dalam Memediasi Hubungan Antara Social Media Marketing Dengan Purchase Decision Pada Konsumen Teh Gelas Di Kota Serang. Dalam penelitian ini, metode yang digunakan ialah metode kuantitatif. Penelitian ini melakukan pengumpulan data melalui kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah konsumen Teh Gelas yang berdomisili di kota Serang. Sampel dalam penelitian ini berjumlah 112 responden dengan penarikan purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 3.2.9. penelitian ini memiliki hasil: (1) Social Media Marketing berpengaruh positif dan signifikan terhadap Purchase Decision. (2) Social Media Marketing berpengaruh positif dan signifikan terhadap Brand Awareness. (3) Social Media Marketing berpengaruh positif dan signifikan terhadap Brand Image. (4) Brand Awareness berpengaruh positif namun tidak signifikan terhadap Purchase Decision. (5) Brand Image berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Social Media Marketing berpengaruh positif namun tidak signifikan terhadap Purchase Decision yang di mediasi oleh variabel Brand Awareness. (7) Social Media Marketing berpengaruh positif dan signifikan terhadap Purchase Decision yang di mediasi oleh variabel Brand Image. | |||||||||
| Uncontrolled Keywords: | Social Media Marketing , Brand Awareness, Brand Image, Purchase Decision | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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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: | Reza Dwi Puspita | |||||||||
| Date Deposited: | 02 Aug 2024 10:09 | |||||||||
| Last Modified: | 15 Aug 2024 12:21 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/40009 |
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