%0 Thesis
%9 S1
%A Rahmawati, Ranita Ayu
%A UNIVERSITAS SULTAN AGENG TIRTAYASA,
%A FAKULTAS EKONOMI DAN BISNIS,
%A MANAJEMEN,
%B MANAJEMEN
%D 2025
%F eprintuntirta:50180
%I UNIVERSITAS SULTAN AGENG TIRTAYASA
%K Product Packaging Design, Advertising Appeal, Brand Awareness, Purchase Decision
%P 153
%T 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)
%U https://eprints.untirta.ac.id/50180/
%X 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.
%Z Penelitian ini memiliki tujuan untuk menguji dan menganalisis pengaruh product packaging design dan advertising appeal dalam meningkatkan purchase decision dengan brand awareness sebagai variabel pemediasi. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Populasi penelitian mencakup konsumen Teh Gelas di Kabupaten Tangerang, dengan sampel berjumlah 136 responden. Pengambilan sampel dilakukan menggunakan teknik purposive sampling dan snowball sampling. Teknik analisis data menggunakan Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4.1. Hasil penelitian menunjukkan bahwa: (1) product packaging design berpengaruh positif dan signifikan terhadap purchase decision, (2) advertising appeal berpengaruh positif dan signifikan terhadap purchase decision, (3) product packaging design berpengaruh positif dan signifikan terhadap brand awareness, (4) advertising appeal berpengaruh positif dan signifikan terhadap brand awareness, (5) brand awareness berpengaruh positif dan signifikan terhadap purchase decision, (6) product packaging design berpengaruh positif dan signifikan terhadap purchase decision yang dimediasi oleh brand awareness dengan tipe complementary mediation, (7) advertising appeal berpengaruh positif dan signifikan terhadap purchase decision yang dimediasi oleh brand awareness dengan tipe complementary mediation.