Kautsariva, Salma (2019) Pengaruh Iklan Online TIX ID di YouTube terhadap Kesadaran Merek dan Keputusan Pembelian Tiket Bioskop Online (Survei Online pada Konsumen TIX ID di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) mengetahui pengaruh signifikan Iklan Online terhadap Kesadaran Merek (2) mengetahui pengaruh signifikan Iklan Online terhadap Keputusan Pembelian (3) mengetahui pengaruh signifikan Iklan Online terhadap Kesadaran Merek dan Keputusan Pembelian. Jenis penelitian yang digunakan adalah explanatory dengan pendekatan kuantitatif. Variabel penelitian ini meliputi Iklan Online, Kesadaran Merek, dan Keputusan Pembelian. Populasi dalam penelitian ini adalah konsumen TIX ID di Kota Malang dan pernah menonton iklan TIX ID di YouTube. Sampel yang digunakan dalam penelitian ini sebanyak 115 responden yang diambil dengan menggunakan purposive sampling dan metode pengumpulan data menggunakan angket atau kuisioner online. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Data pada penelitian ini diolah menggunakan SPSS 22 for Windows. Hasil analisis jalur (path analysis) menunjukkan bahwa Iklan Online (X) berpengaruh signifikan terhadap Kesadaran Merek (Y1), Iklan Online (X) berpengaruh signifikan terhadap Keputusan Pembelian (Y2), Kesadaran Merek (Y1) berpengaruh signifikan terhadap Keputusan Pembelian (Y2). Hasil penelitian menunjukan pengaruh langsung variabel Iklan Online (X) terhadap Keputusan Pembelian (Y2) lebih kecil dari pengaruh tidak langsung, dapat disimpulkan bahwa variabel Kesadaran Merek (Y1) berfungsi sebagai Mediator Parsial.
English Abstract
The purpose of this study was to (1) to know the significant influence of Online Advertising on Brand Awareness (2) to know the significant influence of Online Advertising on Purchase Decision (3) to know the significant Brand Awareness on Purchase Decision. The type of research used in this research was explanatory with quantitative approach. The research variables were Online Advertising, Brand Awareness, and Purchase Decision. The population in this research were TIX ID consumers in Malang city and had watched TIX ID ads on YouTube. The sample used in this research was 115 respondents taken by using purposive sampling and data collection methods using an online questionnaire. Data analysis used was descriptive analysis and path analysis. The data in this study was processed using SPSS 22 for Windows. The result of path analysis showed that Online Advertising (X) had a significant effect on Brand Awareness (Y1), Online Advertising (X) had significant effect on Purchase Decision (Y2), Brand Awareness (Y1) had significant effect on Purchase Decision (Y2). The result of research showed that direct effect variable Internet Advertising (X) on Purchase Decision (Y2) smaller 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/2019/722/051911160 |
| Uncontrolled Keywords: | Iklan Online, Kesadaran Merek, dan Keputusan Pembelian-Online Advertising, Brand Awareness, Purchase Decision. |
| 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 Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 10 Aug 2020 06:31 |
| Last Modified: | 21 Oct 2021 03:20 |
| URI: | http://repository.ub.ac.id/id/eprint/177102 |
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