Dengah, Evan Christian Steven (2023) Analisis pengaruh brand awareness dan social media marketing terhadap keputusan pembelian yang dimediasi oleh purchase intention (studi pada pengguna layanan GrabFood Delivery). Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Tujuan penelitian ini adalah untuk menganalisis pengaruh brand awareness dan social media marketing terhadap purchase intention dan keputusan pembelian pengguna layanan GrabFood Delivery. Penelitian ini menganalisis data menggunakan Smart PLS 4 untuk mengukur outer model (measurement model) dan inner model (structural model). Data yang digunakan dalam penelitian ini, dikumpulkan melalui kuesioner dari para responden yang memenuhi kriteria penelitian. Kriteria responden yang ditetapkan yaitu pengguna layanan pesan antar GrabFood yang berdomisili di wilayah Jabodetabek dan sudah pernah mengunjungi atau mengikuti media sosial GrabFood Indonesia. Penelitian ini menggunakan total data 234 responden untuk actual test dan data 46 responden diantaranya digunakan sebagai pretest. Hasil penelitian ini menyatakan bahwa: 1). Social media marketing berpengaruh positif terhadap purchase intention, 2). Brand awareness berpengaruh positif terhadap purchase intention, 3). Purchase intention berpengaruh positif terhadap keputusan pembelian, 4). Social media marketing berpengaruh positif terhadap keputusan pembelian, 5). Brand awareness berpengaruh positif terhadap keputusan pembelian, 6). Social media marketing berpengaruh positif terhadap keputusan pembelian dengan mediasi purchase intention, 7). Brand awareness berpengaruh positif terhadap keputusan pembelian dengan mediasi purchase intention.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | brand awareness; social media marketing; purchase intention; keputusan pembelian; GrabFood Delivery | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | EVAN CHRISTIAN STEVEN DENGAH | ||||||||
Date Deposited: | 04 Jan 2024 05:50 | ||||||||
Last Modified: | 28 Feb 2024 10:24 | ||||||||
URI: | http://repository.uph.edu/id/eprint/59688 |
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