PENGARUH PRODUCT INNOVATION DAN BRAND AWARENESS TERHADAP PURCHASE DECISION MELALUI BRAND TRUST SEBAGAI VARIABEL MEDIASI (Studi Kasus Pada Konsumen Es Krim Aice di Kota Serang)

PUTERI, YOAN ANASAZKIA (2024) PENGARUH PRODUCT INNOVATION DAN BRAND AWARENESS TERHADAP PURCHASE DECISION MELALUI BRAND TRUST SEBAGAI VARIABEL MEDIASI (Studi Kasus Pada Konsumen Es Krim Aice di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to determine influence of product innovation (X1) and brand awareness (X2) on purchase decision (Y) with brand trust (Z) as an intervening variable on ice cream Aice consumers in Serang City. The method used in this research is quantitative research with a descriptive approach. The population in this study is the Aice ice cream consumers who are based in the city of Serang. The sample in this study consisted of 112 respondents using purposive sampling and accidental samplings. The data analysis technique used in this study is Structural Equation Modelling (SEM) with the analytical tool SmartPLS 4.0.9.6. The results of this study show that: (1) product innovation has a positive and significant effect on purchase decisions. (2) brand awareness has a positive but not significant effect on purchasing decisions. (3) product innovation has a positive and significant effect on brand trust. (4) brand awarances has a positive and significant effect on brand trust. (5) brand trust has a positive and significant effect on purchase decision. (6) product innovation has a positive and significant effect on purchase decisions mediated by brand trust variable. (7) brand awareness has a positive and significant effect on purchase decisions mediated by brand trust variables.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	LUTFI, LUTFI	196711032005011001
Thesis advisor	DAMARWULAN, LIZA MUMTAZAH	197411292005011003

Additional Information:

Penelitian ini bertujuan untuk mengetahui pengaruh product innovation (X1) dan brand awareness (X2) terhadap purchase decision (Y) dengan brand trust (Z) sebagai variabel intervening pada konsumen es krim Aice di Kota Serang. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif. Populasi dalam penelitian ini adalah para konsumen es krim Aice yang berdomisili di Kota Serang. Sampel dalam penelitian ini berjumlah 112 responden dengan menggunakan jenis penarikan purposive sampling dan accidental sampling. Teknik analisis data yang digunakan dalam penelitian ini ialah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4.0.9.6. Hasil penelitian ini menunjukkan bahwa: (1) product innovation berpengaruh positif dan signifikan terhadap purchase decision. (2) brand awareness berpengaruh positif tetapi tidak signifikan terhadap purchase decision. (3) product innovation berpengaruh positif dan signifikan terhadap brand trust. (4) brand awareness berpengaruh positif dan signifikan terhadap brand trust. (5) brand trust berpengaruh positif dan signifikan terhadap purchase decision. (6) product innovation berpengaruh positif dan signifikan terhadap purchase decision dengan dimediasi oleh variabel brand trust. (7) brand awareness berpengaruh positif dan signifikan terhadap purchase decision dengan dimediasi oleh variabel brand trust.

Uncontrolled Keywords:

Product Innovation, Brand Awareness, Brand Trust, Purchase Decision. Product Innovation, Brand Awareness, Brand Trust, Purchase Decision.

Subjects:

H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Yoan Yoan Anasazkia Puteri

Date Deposited:

01 Aug 2024 15:47

Last Modified:

15 Aug 2024 14:38

URI:

http://eprints.untirta.ac.id/id/eprint/39999

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