Wiwekananda, I Gusti Ngurah Ary (2018) Pengaruh Social Media Advertising Terhadap Purchase Intention Samsung S9 & S9+ Dimediasi Oleh Brand Image (Studi Pada Generasi Z Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penulisan penelitian ini memiliki tujuan untuk mengetahui pengaruh social media advertising terhadap purchase intention Samsung S9 & S9+ yang dimediasi oleh brand image, baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian ini adalaha explanatory research yang menjelaskan hubungan kausal antar variable-variabelnya melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 100 responden, responden tersebut ialah individu yang pernah menonton iklan Samsung S9 & S9+ di Youtube. Dengan menggunakan Teknik non-probability sampling. Uji hipotesis dilakukan menggunakan uji T dan uji Sobel. Analisis data menggunakan Partial Least Square (PLS) dan dibantu oleh software SmartPLS 3.0 untuk memudahkan penelitian. Dari hasil pengujian terhadap keempat hipotesis yang telah dilakukan dapat disimpulkan bahwa variabel social media advertising berpengaruh positif dan signifikan terhadap purchase intention Samsung S9 & S9+. Variabel social media advertising berpengaruh positif dan signifikan terhadap brand image Samsung. Variabel brand image berpengaruh positif dan signifikan terhadap purchase intention Samsung S9 & S9+. Variabel social media advertising berpengaruh positif dan signifikan terhadap purchase intention Samsung S9 & S9+ yang dimediasi oleh brand image, dengan brand image berkedudukan sebagai mediasi sebagian.
English Abstract
This research aims to determine and analyze the direct and indirect influence of social media advertising on purchase intention of Samsung S9 & S9+ mediated by brand image as the intervening variable. This explanatory research explains the causal relationship between variables through hypothesis testing. This study uses a sample of 100 individual respondents who have watch the advertisement of Samsung S9 & S9+ on Youtube. The hypothesis testing was done using T test and Sobel test. The data were analyzed using Partial Least Squares (PLS), in Smart PLS 3.0. Based on the four hypotheses, it can be concluded that social media advertising has a positive and significant influence on the purchase intention of Samsung S9 & S9+, that social media advertising has a positive and significant effect on the brand image of Samsung, and that brand image has a positive and significant effect on purchase intention of Samsung S9 & S9+. Furthermore, social media advertising has a positive and significant influence on purchase intention of Samsung S9 & S9+ with partial mediation of brand image
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/259/051805530 |
| Uncontrolled Keywords: | Social Media Advertising, Brand Image, Purchase Intention, |
| Subjects: | 600 Technology (Applied sciences) > 659 Advertising and public relations > 659.1 Advertising > 659.14 Advertising in electronic media > 659.144 Advertising in digital media |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 05 Aug 2019 04:34 |
| Last Modified: | 20 Oct 2021 04:16 |
| URI: | http://repository.ub.ac.id/id/eprint/163904 |
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