MUSHIDA, NAZLA (2025) KEPERCAYAAN MEREK SEBAGAI PEMEDIASI PENGARUH KESADARAN MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Pengguna Sabun Mandi Nuvo Di Kota Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to determine the role of Brand Trust in mediating the influence of Brand Awareness and Product Quality on Purchase Decision among Nuvo bath soap consumers. The method used in this research is quantitative research with a descriptive approach. Data collection in this research is based on questionnaires and literature studies. The population in this research consists of Nuvo bath soap consumers in Cilegon City. The sample for this research consisted of 126 respondents using the convenience sampling method. The data analysis technique used in this research is Structural Equation Modeling (SEM) using the SmartPLS 4.0 analysis tool. The results of this research show that: (1) Brand Awareness has no significant effect on Purchase Decision. (2) Product Quality has no significant effect on Purchase Decision. (3) Brand Awareness has a positive and significant effect on Brand Trust. (4) Product Quality has a positive and significant effect on Brand Trust. (5) Brand Trust has a positive and significant effect on Purchase Decision. (6) Brand Awareness has a positive and significant effect on Purchase Decision mediated by Brand Trust. (7) Product Quality has a positive and significant effect on Purchase Decision mediated by Brand Trust.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini memiliki tujuan untuk mengetahui peran Kepercayaan Merek dalam memediasi pengaruh Kesadaran Merek dan Kualitas Produk terhadap Keputusan Pembelian pada pengguna Sabun Mandi Nuvo. Metode yang digunakan dalam penelitian ini yaitu penelitian kuantitatif dengan pendekatan deskriptif. Pengumpulan data dalam penelitian ini berdasarkan kuesioner dan studi pustaka. Populasi dalam penelitian ini adalah pengguna sabun mandi Nuvo di Kota Cilegon. Sampel penelitian ini berjumlah 126 responden dengan menggunakan metode convenience sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS 4.0. Hasil penelitian ini menunjukkan bahwa: (1) Kesadaran Merek tidak berpengaruh signifikan terhadap Keputusan Pembelian. (2) Kualitas Produk tidak berpengaruh signifikan terhadap Keputusan Pembelian. (3) Kesadaran Merek berpengaruh positif dan signifikan terhadap Kepercayaan Merek. (4) Kualitas Produk berpengaruh positif dan signifikan terhadap Kepercayaan Merek. (5) Kepercayaan Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (6) Kesadaran Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian yang dimediasi oleh Kepercayaan Merek. (7) Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian yang dimediasi oleh Kepercayaan Merek. | |||||||||
| Uncontrolled Keywords: | Brand Awareness, Product Quality, Brand Trust, Purchase Decision Kesadaran Merek, Kualitas Produk, Kepercayaan Merek, Keputusan Pembelian | |||||||||
| 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 |
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| Depositing User: | Ms Nazla Mushida | |||||||||
| Date Deposited: | 10 Sep 2025 07:32 | |||||||||
| Last Modified: | 10 Sep 2025 07:32 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54047 |
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