Rifaldi Khomaini, Ipad (2024) PERAN VIRAL MARKETING DAN CELEBRITY ENDORSER DALAM MENINGKATKAN PURCHASE DECISION MELALUI BRAND IMAGE SEBAGAI VARIABEL PEMEDIASI (Studi Pelanggan Netflix Pada Mahasiswa program studi manajemen angkatan 2019 Universitas Sultan Ageng Tirtayasa). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to determine the role of Brand Image in mediating Purchase Decision factors among Netflix application users among Management study program students Class of 2019 at Sultan Ageng Tirtayasa University. The research method used is quantitative with a descriptive approach. This research collects data based on questionnaires and literature study. The population in this study were students from the 2019 Angkata Management study program at Sultan Ageng Tirtayasa University and a sample of 85 respondents using convenience sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 3 analysis tool. This research shows that some factors have a positive and significant influence on Purchase Decision. Brand Image can mediate the direct and indirect influence of Viral Marketing and Celebrity Endorser on Purchase Decision.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui peran Brand Image dalam memediasi factor-factor Purchase Decision pada pengguna aplikasi Netflix pada Mahasiswa program study Manajemen Angkatan 2019 Universitas Sultan Ageng Tirtayasa. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah Mahasisa program study Manajemen Angkata 2019 Universitas Sultan Ageng Tirtayasa dan sampel sebanyak 85 responden dengan penarikan convenience sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 3. Penelitian ini memiliki hasil sebagian faktor-faktor memiliki pengaruh positif dan signifikan terhadap Purchase Decision. Brand Image dapat memediasi pengaruh langsung dan pengaruh tidak langsung Viral Marketing dan Celebrity Endorser terhadap Purchase Decision. | |||||||||
| Uncontrolled Keywords: | Viral Marketing, Celebrity Endorser, Brand Image, Purchase Decision, Mediation Viral Marketing, Celebrity Endorser, Brand Image, Purchase Decision, Mediasi | |||||||||
| Subjects: | H Social Sciences > HG Finance | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Ipad Rifaldi Khomaini | |||||||||
| Date Deposited: | 14 May 2024 16:05 | |||||||||
| Last Modified: | 17 May 2024 12:06 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/35290 |
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