relation: https://eprints.untirta.ac.id/50180/
title: UPAYA MENINGKATKAN PURCHASE DECISION MELALUI PRODUCT PACKAGING DESIGN DAN ADVERTISING APPEAL DENGAN BRAND AWARENESS SEBAGAI VARIABEL PEMEDIASI   (Studi Pada Konsumen Teh Gelas Di Kabupaten Tangerang)
creator: Rahmawati, Ranita Ayu
subject: H Social Sciences (General)
description: This study aims to test and analyze the effect of product packaging design and advertising appeal in increasing purchase decision with brand awareness as a mediating variable. The research method used is quantitative with a descriptive approach. The research population includes consumers of Teh Gelas in Tangerang Regency, with a sample of 136 respondents. Sampling was carried out using purposive sampling and snowball sampling techniques. The data analysis technique uses Structural Equation Modeling (SEM) with the SmartPLS 4.1 analysis tool. The results showed that: (1) product packaging design has a positive and significant effect on purchase decision, (2) advertising appeal has a positive and significant effect on purchase decision, (3) product packaging design has a positive   and significant effect on brand awareness, (4) advertising appeal has a positive and significant effect on brand awareness, (5) brand awareness has a positive and significant effect on purchase decision, (6) product packaging design has a positive and significant effect on purchase decision mediated by brand awareness with a complementary mediation type, (7) advertising appeal has a positive and significant effect on purchase decision mediated by brand awareness with a complementary mediation type.
date: 2025
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/50180/1/Ranita%20Ayu%20Rahmawati_5551210030_Full%20Text.pdf
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identifier: https://eprints.untirta.ac.id/50180/3/Ranita%20Ayu%20Rahmawati_5551210030_01.pdf
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identifier: https://eprints.untirta.ac.id/50180/5/Ranita%20Ayu%20Rahmawati_5551210030_03.pdf
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identifier: https://eprints.untirta.ac.id/50180/6/Ranita%20Ayu%20Rahmawati_5551210030_04.pdf
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identifier: https://eprints.untirta.ac.id/50180/7/Ranita%20Ayu%20Rahmawati_5551210030_05.pdf
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identifier: https://eprints.untirta.ac.id/50180/8/Ranita%20Ayu%20Rahmawati_5551210030_Ref.pdf
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identifier: https://eprints.untirta.ac.id/50180/9/Ranita%20Ayu%20Rahmawati_5551210030_Lamp.pdf
identifier:   Rahmawati, Ranita Ayu  (2025) UPAYA MENINGKATKAN PURCHASE DECISION MELALUI PRODUCT PACKAGING DESIGN DAN ADVERTISING APPEAL DENGAN BRAND AWARENESS SEBAGAI VARIABEL PEMEDIASI (Studi Pada Konsumen Teh Gelas Di Kabupaten Tangerang).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.