<> "The repository administrator has not yet configured an RDF license."^^ . <> . . . "PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING"^^ . "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."^^ . "2024" . . . . . . . . . . "Universitas Sultan Ageng Tirtayasa"^^ . . . "manajemen, Universitas Sultan Ageng Tirtayasa"^^ . . . . . . . . . . . "Ahmad"^^ . "Taufik Rahman"^^ . "Ahmad Taufik Rahman"^^ . . "Lutfi"^^ . "Lutfi"^^ . "Lutfi Lutfi"^^ . . "Liza"^^ . "Mumtazah"^^ . "Liza Mumtazah"^^ . . "Universitas Sultan Ageng Tirtayasa"^^ . . . "Fakultas ekonomi dan bisnis"^^ . . . "Manajemen"^^ . . . . . . . "PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Text)"^^ . . . "PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Text)"^^ . . . "PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Text)"^^ . . . "PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Text)"^^ . . . "PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Text)"^^ . . . "PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Text)"^^ . . . "PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Text)"^^ . . . "PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Text)"^^ . . . "PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Other)"^^ . . . . . . "PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Other)"^^ . . . . . . "PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Other)"^^ . . . . . . "PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Other)"^^ . . . . . . "PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Other)"^^ . . . . . . "PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Other)"^^ . . . . . . "PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Other)"^^ . . . . . . "PENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Other)"^^ . . . . . "HTML Summary of #44074 \n\nPENGARUH ELECTRONIC WORD OF MOUTH DAN INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING\n\n" . "text/html" . . . "HB Economic Theory"@en . .