PENGARUH USER-GENERATED CONTENT (UGC) DAN ONLINE ADVERTISING TERHADAP PURCHASE DECISION MELALUI MEDIASI BRAND AWARENESS (Studi Pada Pengguna Produk Bedak Marcks’ di Aplikasi Tiktok)

ATI, HANING PANGUKIR (2025) PENGARUH USER-GENERATED CONTENT (UGC) DAN ONLINE ADVERTISING TERHADAP PURCHASE DECISION MELALUI MEDIASI BRAND AWARENESS (Studi Pada Pengguna Produk Bedak Marcks’ di Aplikasi Tiktok). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to determine the effect of User-Generated Content (X1) and Online Advertising (X2) on Purchase Decision (Y) mediated by Brand Awareness (Z) on users of Marcks' powder products in the Tiktok application. This study uses quantitative methods with a descriptive approach. The population in this study were female users of Marcks' powder in Indonesia. The sample in this study amounted to 126 respondents using Purposive Sampling and Snowball Sampling methods. The data analysis technique used in this research is Structural Equation Modeling (SEM) using the SmartPLS 4.0 analysis tool. The results of this study indicate that: (1) User-Generated Content has a positive but insignificant effect on Purchase Decision. (2) Online Advertising has a positive and significant effect on Purchase Decision. (3) User-Generated Content has a positive and significant effect on Brand Awareness. (4) Online Advertising has a positive and significant effect on Brand Awareness. (5) Brand Awareness has a positive and significant effect on Purchase Decision. (6) Brand Awareness is able to mediate the effect of User-Generated Content on Purchase Decision. (7) Brand Awareness is able to mediate the effect of Online Advertising on Purchase Decision.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	DAMARWULAN, LIZA MUMTAZAH	197411292005012001
Thesis advisor	GANIKA, GERRY	198205172006041003

Additional Information:

Penelitian ini bertujuan untuk mengetahui pengaruh User-Generated Content (X1) dan Online Advertising (X2) terhadap Purchase Decision (Y) yang dimediasi oleh Brand Awareness (Z) pada pengguna produk bedak Marcks’ di aplikasi Tiktok. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif. Populasi dalam penelitian ini adalah perempuan pengguna bedak Marcks’ di Indonesia. Sampel pada penelitian ini berjumlah 126 responden dengan menggunakan metode Purposive Sampling dan Snowball Sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS 4.0. Hasil dari penelitian ini menunjukkan bahwa: (1) User-Generated Content berpengaruh positif namun tidak signifikan terhadap Purchase Decision. (2) Online Advertising berpengaruh positif dan signifikan terhadap Purchase Decision. (3) User-Generated Content berpengaruh positif dan signifikan terhadap Brand Awareness. (4) Online Advertising berpengaruh positif dan signifikan terhadap Brand Awareness. (5) Brand Awareness berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Brand Awareness mampu memediasi pengaruh User-Generated Content terhadap Purchase Decision. (7) Brand Awareness mampu memediasi pengaruh Online Advertising terhadap Purchase Decision.

Uncontrolled Keywords:

User-Generated Content, Online Advertising, Brand Awareness, 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:

Mrs Haning Pangukir Ati

Date Deposited:

04 Sep 2025 07:09

Last Modified:

04 Sep 2025 07:09

URI:

http://eprints.untirta.ac.id/id/eprint/53566

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