Dewi, Sartika (2024) UPAYA MENINGKATKAN PURCHASE DECISION MELALUI ADVERTISING CREATIVITY DAN PRODUCT QUALITY DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Survey Pada Pengguna Sabun Mandi Lux di Kota Cilegon). S1 thesis, UNTIRTA.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
Sartika Dewi_5551200086_Fulltext.pdf Restricted to Registered users only Download (4MB) |
|
Text
Sartika Dewi_5551200086_01.pdf Restricted to Registered users only Download (915kB) |
|
Text
Sartika Dewi_5551200086_02.pdf Restricted to Registered users only Download (386kB) |
|
Text
Sartika Dewi_5551200086_03.pdf Restricted to Registered users only Download (403kB) |
|
Text
Sartika Dewi_5551200086_04.pdf Restricted to Registered users only Download (598kB) |
|
Text
Sartika Dewi_5551200086_05.pdf Restricted to Registered users only Download (184kB) |
|
Text
Sartika Dewi_5551200086_Ref.pdf Restricted to Registered users only Download (210kB) |
|
Text
Sartika Dewi_5551200086_Lamp.pdf Restricted to Registered users only Download (2MB) |
Abstract
This study aims to examine the effect of advertising creativity and product quality on purchase decisions with brand image 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 Lux bath soap users in Cilegon City aged 17-35 years and a sample of 102 respondents using purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4 analysis tool. This research has the results that advertising creativity has a positive and significant effect on purchase decisions, while product quality has positive and no significant effect on purchase decisions. Brand image can mediate the indirect influence of advertising creativity and product quality on purchasing decisions.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | Penelitian ini bertujuan untuk menguji pengaruh advertising creativity dan product quality terhadap purchase decision dengan brand image sebagai variabel intervening. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner, studi kepustakaan serta observasi. Populasi dalam penelitian ini adalah pengguna sabun mandi Lux di Kota Cilegon yang berusia 17-35 tahun dan sampel sebanyak 102 responden dengan penarikan purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4. Penelitian ini memiliki hasil bahwa advertising creativity berpengaruh positif dan signifikan terhadap purchase decision, sedangkan product quality berpengaruh positif namun tidak signifikan terhadap purchase decision. Brand image dapat memediasi pengaruh tidak langsung advertising creativity dan product quality terhadap keputusan pembelian. | |||||||||
| Uncontrolled Keywords: | Advertising Creativity, Product Quality, Brand Image, Purchase Decision. Kreativitas Iklan, Kualitas Produk, Citra Merek, Keputusan Pembelian. | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
|||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen | |||||||||
| Depositing User: | Sartika Dewi | |||||||||
| Date Deposited: | 04 Jul 2024 12:05 | |||||||||
| Last Modified: | 12 Jul 2024 10:35 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/37663 |
Actions (login required)
 |
View Item |