UPAYA MENINGKATKAN PURCHASE DECISION MELALUI PRODUCT PACKAGING DESIGN DAN ADVERTISING APPEAL DENGAN BRAND AWARENESS SEBAGAI VARIABEL PEMEDIASI (Studi Pada Konsumen Teh Gelas Di Kabupaten Tangerang)

Rahmawati, Ranita Ayu (2025) UPAYA MENINGKATKAN PURCHASE DECISION MELALUI PRODUCT PACKAGING DESIGN DAN ADVERTISING APPEAL DENGAN BRAND AWARENESS SEBAGAI VARIABEL PEMEDIASI (Studi Pada Konsumen Teh Gelas Di Kabupaten Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

	Text (SKRIPSI) Ranita Ayu Rahmawati_5551210030_Full Text.pdf Restricted to Registered users only Download (4MB)
	Text (SKRIPSI) Ranita Ayu Rahmawati_5551210030_01.pdf Restricted to Registered users only Download (1MB)
	Text (SKRIPSI) Ranita Ayu Rahmawati_5551210030_02.pdf Restricted to Registered users only Download (1MB)
	Text (SKRIPSI) Ranita Ayu Rahmawati_5551210030_03.pdf Restricted to Registered users only Download (1MB)
	Text (SKRIPSI) Ranita Ayu Rahmawati_5551210030_04.pdf Restricted to Registered users only Download (1MB)
	Text (SKRIPSI) Ranita Ayu Rahmawati_5551210030_05.pdf Restricted to Registered users only Download (720kB)
	Text (SKRIPSI) Ranita Ayu Rahmawati_5551210030_Ref.pdf Restricted to Registered users only Download (562kB)
	Text (SKRIPSI) Ranita Ayu Rahmawati_5551210030_Lamp.pdf Restricted to Registered users only Download (1MB)

Abstract

This study aims to test and analyze the effect of product packaging design and advertising appeal in increasing purchase decision with brand awareness as a mediating variable. The research method used is quantitative with a descriptive approach. The research population includes consumers of Teh Gelas in Tangerang Regency, with a sample of 136 respondents. Sampling was carried out using purposive sampling and snowball sampling techniques. The data analysis technique uses Structural Equation Modeling (SEM) with the SmartPLS 4.1 analysis tool. The results showed that: (1) product packaging design has a positive and significant effect on purchase decision, (2) advertising appeal has a positive and significant effect on purchase decision, (3) product packaging design has a positive and significant effect on brand awareness, (4) advertising appeal has a positive and significant effect on brand awareness, (5) brand awareness has a positive and significant effect on purchase decision, (6) product packaging design has a positive and significant effect on purchase decision mediated by brand awareness with a complementary mediation type, (7) advertising appeal has a positive and significant effect on purchase decision mediated by brand awareness with a complementary mediation type.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Damarwulan, Liza Mumtazah	197411292005012001
Thesis advisor	Ganika, Gerry	198205172006041003

Additional Information:

Penelitian ini memiliki tujuan untuk menguji dan menganalisis pengaruh product packaging design dan advertising appeal dalam meningkatkan purchase decision dengan brand awareness sebagai variabel pemediasi. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Populasi penelitian mencakup konsumen Teh Gelas di Kabupaten Tangerang, dengan sampel berjumlah 136 responden. Pengambilan sampel dilakukan menggunakan teknik purposive sampling dan snowball sampling. Teknik analisis data menggunakan Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4.1. Hasil penelitian menunjukkan bahwa: (1) product packaging design berpengaruh positif dan signifikan terhadap purchase decision, (2) advertising appeal berpengaruh positif dan signifikan terhadap purchase decision, (3) product packaging design berpengaruh positif dan signifikan terhadap brand awareness, (4) advertising appeal berpengaruh positif dan signifikan terhadap brand awareness, (5) brand awareness berpengaruh positif dan signifikan terhadap purchase decision, (6) product packaging design berpengaruh positif dan signifikan terhadap purchase decision yang dimediasi oleh brand awareness dengan tipe complementary mediation, (7) advertising appeal berpengaruh positif dan signifikan terhadap purchase decision yang dimediasi oleh brand awareness dengan tipe complementary mediation.

Uncontrolled Keywords:

Product Packaging Design, Advertising Appeal, Brand Awareness, Purchase Decision

Subjects:

H Social Sciences > H Social Sciences (General)

Divisions:

05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen
05-Fakultas Ekonomi dan Bisnis

Depositing User:

Ranita Ayu Rahmawati

Date Deposited:

02 Jul 2025 04:48

Last Modified:

02 Jul 2025 04:48

URI:

http://eprints.untirta.ac.id/id/eprint/50180

Actions (login required)

View Item

Search for collections on EPrints Repository UNTIRTA