Taufik Rahman, Ahmad (2024) PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
This research aims to determine the influence of electronic word of mouth (X1) and Influencer marketing (X2) on Purchase Decision (Y) with Brand awareness (Z) as a mediating variable among Ultra Teh Kotak consumers. The research method used is a quantitative method. This research collects data based on questionnaires and literature studies. The population in this study were ultra Teh kotak consumers in Banten. The sample for this research consisted of 136 respondents using snowball sampling technique. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 3 Professional analysis tool. The results of this research show that: (1) electronic word of mouth has an insignificant positive effect on Purchase Decision. (2) Influencer marketing has a positive and significant effect on Purchase Decisions. (3) electronic word of mouth has a positive and significant effect on brand awareness. (4) Influencer marketing has a positive and significant effect on brand awareness. (5) brand awareness has a positive and significant effect on Purchase Decision. (6) brand awareness is able to mediate the relationship between electronic word of mouth and Purchase Decision. And (7) brand awareness is able to mediate the relationship between Influencer marketing and Purchase Decision.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan nutk mengetahui pengaruh electronic word of mouth (X1) dan Influencer marketing (X2) terhadap Purchase Decision (Y) melalui Brand awareness (Z) sebagai variabel mediasi pada konsumen ultra Teh kotak. Metode penelitian yang digunakan adalah metode kuantitatif penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelian ini adalah konsumen ultra teh kotak di Banten. Sampel penelitian ini berjumlah 136 responden dengan teknik snowball sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 3 Professional. Hasil Penelitian ini menunjukan bahwa: (1) electronic word of mouth berpengaruh positif tidak signifikan terhadap Purchase Decision. (2) Influencer marketing berpengaruh positif dan signifikan terhadap Purchase Decision. (3) electronic word of mouth berpengaruh positif dan signifikan terhadap brand awareness. (4) Influencer marketing berpengaruh positif dan signifikan terhadap brand awareness. (5) brand awareness berpengaruh positif dan signifikan terhadap Purchase Decision. (6) brand awareness mampu memediasi hubungan electronic word of mouth terhadap Purchase Decision. dan (7) brand awareness mampu memediasi hubungan Influencer marketing terhadap Purchase Decision. | |||||||||
| Uncontrolled Keywords: | electronic word of mouth, Influencer marketing, Purchase Decision, brand awareness, Mediation. electronic word of mouth, Influencer marketing, Purchase Decision, brand awareness, Mediasi. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | taufik opik | |||||||||
| Date Deposited: | 04 Dec 2024 15:26 | |||||||||
| Last Modified: | 04 Dec 2024 15:26 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/44074 |
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