relation: https://eprints.untirta.ac.id/44074/
title: PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING
creator: Taufik Rahman, Ahmad
subject: HB Economic Theory
description: 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.
date: 2024
type: Thesis
type: NonPeerReviewed
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language: en
identifier: https://eprints.untirta.ac.id/44074/8/AHMAD%20TAUFIK%20RAHMAN_%205551190060_FULLTEXT.pdf
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identifier: https://eprints.untirta.ac.id/44074/2/AHMAD%20TAUFIK%20RAHMAN_%205551190060_02.pdf
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identifier: https://eprints.untirta.ac.id/44074/5/AHMAD%20TAUFIK%20RAHMAN_%205551190060_03.pdf
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identifier: https://eprints.untirta.ac.id/44074/7/AHMAD%20TAUFIK%20RAHMAN_%205551190060_04.pdf
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identifier: https://eprints.untirta.ac.id/44074/1/AHMAD%20TAUFIK%20RAHMAN_%205551190060_05.pdf
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identifier: https://eprints.untirta.ac.id/44074/3/AHMAD%20TAUFIK%20RAHMAN_%205551190060_REF.pdf
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identifier: https://eprints.untirta.ac.id/44074/10/AHMAD%20TAUFIK%20RAHMAN_%205551190060_01.pdf
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identifier: https://eprints.untirta.ac.id/44074/11/AHMAD%20TAUFIK%20RAHMAN_%205551190060_Lamp.pdf
identifier:   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.