relation: https://eprints.untirta.ac.id/47917/
title: PENGARUH BRAND AMBASSADOR DAN SOCIAL  MEDIA MARKETING TERHADAP PURCHASE  DECISION DENGAN BRAND AWARENESS SEBAGAI  VARIABEL INTERVENING  (Studi pada Pengguna Smartphone Samsung di Kabupaten Tangerang)
creator: RAHAYU, CAHYANING
subject: H Social Sciences (General)
description: This study aims to examine the effect of Brand Ambassador and Social Media  Marketing on Purchase Decision with Brand Awareness as an intervening variable.  The research method used is quantitative with a descriptive approach. This research  collects data based on questionnaires, literature studies and observations. The  population in this study were residents of Tangerang Regency who used Samsung  smartphones aged 17-65 years with a sample of 114 respondents. The sampling method  used used purposive sampling and sample withdrawal using accidental sampling.  Structured Equation Modeling (SEM) is used as an analysis method with the SmartPLS  4 analysis tool. The results in this study are brand ambassadors have a significant effect  on purchase decisions, social media marketing has a positive but insignificant effect  on purchase decisions. Brand awareness can mediate the indirect effect of brand  ambassadors and social media marketing on purchase decisions.
date: 2024
type: Thesis
type: NonPeerReviewed
format: text
language: en
identifier: https://eprints.untirta.ac.id/47917/1/Cahyaning%20Rahayu_5551200043_FullText.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/47917/2/Cahyaning%20Rahayu_5551200043_01.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/47917/3/Cahyaning%20Rahayu_5551200043_02.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/47917/4/Cahyaning%20Rahayu_5551200043_03.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/47917/5/Cahyaning%20Rahayu_5551200043_04.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/47917/6/Cahyaning%20Rahayu_5551200043_05.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/47917/7/Cahyaning%20Rahayu_5551200043_Reff.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/47917/8/Cahyaning%20Rahayu_5551200043_Lamp.pdf
identifier:   RAHAYU, CAHYANING  (2024) PENGARUH BRAND AMBASSADOR DAN SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Smartphone Samsung di Kabupaten Tangerang).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.