Alvast, Luthfi Naufal (2018) Pengaruh Internet Advertising terhadap Brand Awareness dan dampaknya pada Minat Menonton film Filosofi Kopi Dua: Ben dan Jody (Survei pada Penonton Filosofi Kopi The Series: Ben & Jody di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) mengetahui dan menjelaskan pengaruh Internet Advertising terhadap Brand Awareness (2) mengetahui dan menjelaskan pengaruh Internet Advertising terhadap Minat Beli (3) mengetahui dan menjelaskan pengaruh Brand Awareness terhadap Minat Beli. Jenis penelitian yang digunakan adalah explanatory dengan pendekatan kuantitatif. Variabel penelitian ini meliputi Internet Advertising, Brand Awareness dan Minat Beli. Populasi dalam penelitian ini adalah penonton dengan usia minimal 13 tahun yang berdomisili Kota Malang dan telah menonton Filosofi Kopi The Series: Ben & Jody di wilayah Kota Malang. Sampel yang digunakan dalam penelitian ini sebanyak 116 responden yang diambil dengan menggunakan purposive sampling dan metode pengumpulan data menggunakan angket atau kuesioner. Analisis data yang digunakan adalah analisis statistik deskriptif dan analisis jalur (path analysis). Data pada penelitian ini diolah menggunakan SPSS 21 for Windows. Hasil analisis jalur (path analysis) menunjukkan bahwa Internet Advertising (X) berpengaruh signifikan terhadap Brand Awareness (Y1), Internet Advertising (X) berpengaruh signifikan terhadap Minat Beli (Y2), Brand Awareness (Y1) berpengaruh signifikan terhadap Minat Beli (Y2). Hasil penelitian menunjukan pengaruh langsung variabel Internet Advertising (X) terhadap Minat Beli (Y2) lebih besar dari pengaruh tidak langsung, dapat disimpulkan bahwa variabel Brand Awareness (Y1) berfungsi sebagai Mediator Parsial.
English Abstract
The purpose of this study was to (1) to know and explain the influence of Internet Advertising on Brand Awareness (2) to know and explain the influence of Internet Advertising on Purchase Intention (3) to know and explain the influence of Brand Awareness on Purchase Intention. The type of research used in this research was explanatory with quantitative approach. The research variables were Internet Advertising, Brand Awareness, and Purchase Intention. The population in this research were viwers with minimum age of 13 years who resided in Malang City and had watched Filosofi Kopi The Series: Ben & Jody in Malang area. The sample used in this research was 116 respondents taken by using purposive sampling and data collection methods using a questionnaire. Data analysis used was descriptive statistical analysis and path analysis. The data in this study was processed using SPSS 21 for Windows. The result of path analysis showed that Internet Advertising (X) had a significant effect on Brand Awareness (Y1), Internet Advertising (X) had significant effect on Purchase Intention (Y2), Brand Awareness (Y1) had significant effect on Purchase Intention (Y2). The result of research showed that direct effect variable Internet Advertising (X) on Purchase Intention (Y2) bigger than indirect effect, it can be concluded that variable Brand Awareness (Y1) serves as a Partial Mediation.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/1138/051900967 |
| Uncontrolled Keywords: | Internet Advertising, Brand Awareness, Minat Beli-Internet Advertising, Brand Awareness, Purchase Intention |
| Subjects: | 700 The Arts > 791 Public performances > 791.4 Motion pictures, radio, television > 791.43 Motion pictures > 791.437 Films |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 06 Aug 2019 07:04 |
| Last Modified: | 25 Oct 2021 04:28 |
| URI: | http://repository.ub.ac.id/id/eprint/165517 |
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