“PENGARUH ADVERTISING, SALES PROMOTION DAN CELEBRITY ENDORSER TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING” (Studi Pada Pelanggan Remaja Smartphone Vivo Di Kota Cilegon)

ARASOU, AGGY (2025) “PENGARUH ADVERTISING, SALES PROMOTION DAN CELEBRITY ENDORSER TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING” (Studi Pada Pelanggan Remaja Smartphone Vivo Di Kota Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to examine the influence of Advertising (X1), Sales Promotion (X2), and Celebrity Endorser (X3) on Purchase Decision (Y), mediated by Brand Awareness (Z), among teenage customers of Vivo smartphones. The method used in this research is quantitative. The population in this study consists of teenage Vivo smartphone customers in Cilegon City. The sample size of this study is 126 respondents, selected using the Purposive Sampling and Accidental Sampling methods. The data analysis technique applied in this research is Structural Equation Modeling (SEM), utilizing the SmartPLS 4.1 analysis tool. The results of this study indicate that: (1)Advertising has a positive but insignificant effect on Purchase Decision; (2) Sales Promotion has a positive and significant effect on Purchase Decision; (3) Celebrity Endorser has a positive but insignificant effect on Purchase Decision; (4) Advertising has a positive and significant effect on Brand Awareness; (5) Sales Promotion has a positive and significant effect on Brand Awareness; (6) Celebrity Endorser has a positive and significant effect on Brand Awareness; (7) Brand Awareness has a positive and significant effect on Purchase Decision; (8) Brand Awareness can mediate the relationship between Advertising and Purchase Decision; (9) Brand Awareness can mediate the relationship between Sales Promotion and Purchase Decision; (10) Brand Awareness can mediate the relationship between Celebrity Endorser and Purchase Decision.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	NUPUS, HAYATI	197708122008122002
Thesis advisor	DAMARWULAN, LIZA MUMTAZAH	197411292005012001

Additional Information:

Penelitian ini bertujuan untuk mengetahui pengaruh Advertising (X1), Sales Promotion (X2), dan Celebrity Endorser (X3) terhadap Purchase Decision (Y) yang dimediasi oleh Brand Awareness (Z) pada pelanggan remaja smartphone Vivo. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif. Populasi dalam penelitian ini adalah pelanggan remaja smartphone Vivo di Kota Cilegon. Sampel penelitian ini berjumlah 126 responden dengan menggunakan metode Purposive Sampling dan Accidental Sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS4. Hasil penelitian ini menunjukkan bahwa: (1) Advertising berpengaruh positif namun tidak signifikan terhadap Purchase Decision; (2) Sales Promotion berpengaruh positif dan signifikan terhadap Purchase Decision; (3) Celebrity Endorser berpengaruh positif namun tidak signifikan terhadap Purchase Decision; (4) Advertising berpengaruh positif dan signifikan terhadap Brand Awareness; (5) Sales Promotion berpengaruh positif dan signifikan terhadap Brand Awareness; (6) Celebrity Endorser berpengaruh positif dan signifikan terhadap Brand Awareness; (7) Brand Awareness berpengaruh positif dan signifikan terhadap Purchase Decision; (8) Brand Awareness dapat memediasi hubungan antara Advertising terhadap Purchase Decision; (9) Brand Awareness dapat memediasi hubungan antara Sales Promotion terhadap Purchase Decision; (10) Brand Awareness dapat memediasi hubungan antara Celebrity Endorser terhadap Purchase Decision

Uncontrolled Keywords:

Advertising, Sales Promotion, Celebrity Endorser, Brand Awareness, Purchase Decision. Advertising, Sales Promotion, Celebrity Endorser, Brand Awareness, Purchase Decision.

Subjects:

H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management

Divisions:

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

Depositing User:

Aggy A Arasou

Date Deposited:

09 Sep 2025 06:45

Last Modified:

09 Sep 2025 06:45

URI:

http://eprints.untirta.ac.id/id/eprint/53761

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