Fariha, Afina Faza (2019) Pengaruh Brand Ambassador Terhadap Repurchase Intention Yang Dimediasi Oleh Brand Awareness Shopee Indonesia (Studi Pada Pengguna Shopee Di Universitas Brawijaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini betujuan untuk mengetahui pengaruh brand ambassador terhadap repurchase intention yang dimediasi oleh brand awareness Shopee Indonesia. Jenis penelitian ini adalah explanatory research yang menjelaskan kausal antara variabel-variabelnya melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 130 responden pengguna Shopee di Universitas Brawijaya yang pernah melakukan transaksi pembelian melalui Shopee paling tidak sebanyak 2 kali. Pengambilan sampel dengan menggunakan teknik non-probability sampling dengan metode purposive sampling. Analisis data menggunakan alat uji Partial Least Square (PLS) dengan software Smart PLS versi 2.0 M3 melalui tahapan analisa outer model, inner model, dan pengujian hipotesis. Dari hasil pengujian terhadap keempat hipotesis, dapat disimpulkan bahwa variabel brand ambassador berpengaruh positif terhadap repurchase intention Shopee Indonesia. Variabel brand ambassador berpengaruh positif terhadap brand awareness Shopee Indonesia. Variabel brand awareness berpengaruh positif terhadap repurchase intention Shopee Indonesia. Variabel brand ambassador berpengaruh positif terhadap repurchase intention yang dimediasi oleh brand awareness Shopee Indonesia.
English Abstract
This study aims to determine the effect of brand ambassadors on repurchase intention mediated by brand awareness of Shopee Indonesia. This type of research is explanatory research that explains causal between variables through testing hypotheses. This study uses a sample of 130 respondents of Shopee users in Universitas Brawijaya who have made purchase transactions through Shopee at least 2 times. Sampling using non-probability sampling techniques with the purposive sampling method. Data analysis using Partial Least Square (PLS) test with Smart PLS software version 2.0 M3 through the stages of outer model analysis, inner model, and hypothesis testing. From the results of testing of the four hypotheses, it can be concluded that the variable brand ambassador has a positive effect on the repurchase intention of Shopee Indonesia. Brand ambassador variables have a positive effect on brand awareness of Shopee Indonesia. Brand awareness variable has a positive effect on repurchase intention on Shopee Indonesia. Brand ambassador variables have a positive effect on repurchase intention which is mediated by brand awareness of Shopee Indonesia
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/41/051903478 |
| Uncontrolled Keywords: | Brand Ambassador, Repurchase Intention, Brand Awareness, |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 27 Jul 2020 07:47 |
| Last Modified: | 21 Oct 2021 04:22 |
| URI: | http://repository.ub.ac.id/id/eprint/170193 |
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