eprintid: 50180
rev_number: 37
eprint_status: archive
userid: 8458
dir: disk0/00/05/01/80
datestamp: 2025-07-02 04:48:07
lastmod: 2025-07-02 04:48:07
status_changed: 2025-07-02 04:48:07
type: thesis
metadata_visibility: show
creators_name: Rahmawati, Ranita Ayu
creators_id: 5551210030
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: Damarwulan, Liza Mumtazah
contributors_name: Ganika, Gerry
contributors_id: 197411292005012001
contributors_id: 198205172006041003
corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA
corp_creators: FAKULTAS EKONOMI DAN BISNIS
corp_creators: MANAJEMEN
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)
ispublished: pub
subjects: H1
divisions: Managemen
divisions: FEB
full_text_status: restricted
keywords: Product Packaging Design, Advertising Appeal, Brand Awareness, Purchase Decision
note: 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.
abstract: 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
date_type: published
pages: 153
institution: UNIVERSITAS SULTAN AGENG TIRTAYASA
department: MANAJEMEN
thesis_type: sarjana
thesis_name: sarjana
citation:   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.   
document_url: https://eprints.untirta.ac.id/50180/1/Ranita%20Ayu%20Rahmawati_5551210030_Full%20Text.pdf
document_url: https://eprints.untirta.ac.id/50180/3/Ranita%20Ayu%20Rahmawati_5551210030_01.pdf
document_url: https://eprints.untirta.ac.id/50180/4/Ranita%20Ayu%20Rahmawati_5551210030_02.pdf
document_url: https://eprints.untirta.ac.id/50180/5/Ranita%20Ayu%20Rahmawati_5551210030_03.pdf
document_url: https://eprints.untirta.ac.id/50180/6/Ranita%20Ayu%20Rahmawati_5551210030_04.pdf
document_url: https://eprints.untirta.ac.id/50180/7/Ranita%20Ayu%20Rahmawati_5551210030_05.pdf
document_url: https://eprints.untirta.ac.id/50180/8/Ranita%20Ayu%20Rahmawati_5551210030_Ref.pdf
document_url: https://eprints.untirta.ac.id/50180/9/Ranita%20Ayu%20Rahmawati_5551210030_Lamp.pdf