Kansa, Muhammad Abiyan and Prof. Drs. Achmad Fauzi, DH, MA. (2023) Pengaruh Iklan Internet terhadap Kesadaran Merek dan Dampaknya pada Minat Beli (Survei pada Calon Konsumen Amstirdam Coffee di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini mengangkat judul “Pengaruh Iklan Internet terhadap Kesadaran Merek dan Dampaknya pada Minat Beli (Survei pada Calon Konsumen Amstirdam Coffee di Kota Malang)”. Tujuan dari penelitian ini adalah mengetahui dan menjelaskan pengaruh variabel bebas Iklan Internet (X) baik secara simultan maupun parsial terhadap variabel terikat Kesadaran Merek dan Minat Beli. Penelitian ini dilakukan dengan metode penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Metode pengumpulan data menggunakan kuesioner yang disebar secara online kepada 116 orang responden yang merupakan calon konsumen yang berkunjung ke Situs web media sosial Amstirdam Coffee Malang. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik purposive sampling dan analisis data yang digunakan adalah analisis deskriptif dan analisis jalur. Hasil analisis jalur (path analysis) menunjukkan bahwa Iklan Internet (X) berpengaruh secara signifikan terhadap Kesadaran Merek (Y1), Iklan Internet (X) berpengaruh signifikan terhadap Minat Beli (Y2), Kesadaran Merek (Y1) berpengaruh signifikan terhadap Minat Beli (Y2). Hasil penelitian menunjukkan pengaruh langsung variabel Iklan Internet (X) terhadap Minat Beli (Y2) lebih kecil dari pengaruh langsung, dapat disimpulkan bahwa variabel Kesadaran Merek (Y1) berfungsi sebagai Mediator Parsial.
English Abstract
This study raises the title "The Influence of Internet Advertising on Brand Awareness and Its Impact on Purchase Intentions (Survey on Prospective Amstirdam Coffee Consumers in Malang City)". The purpose of this research is to know and explain the effect of the independent variable Internet Advertising (X) either simultaneously or partially on the dependent variable Brand Awareness and Purchase Intention. This research was conducted using explanatory research with a quantitative approach. The data collection method used a questionnaire distributed online to 116 respondents who were potential customers who visited the Amstirdam Coffee Malang social media website. The sampling technique in this study used a purposive sampling technique and the data analysis used was descriptive analysis and path analysis. The results of path analysis (path analysis) show that Internet Advertising (X) has a significant effect on Brand Awareness (Y1), Internet Advertising (X) has a significant effect on Purchase Intention (Y2), Brand Awareness (Y1) has a significant effect on Purchase Intention (Y2). The results of the study show that the direct effect of the Internet Advertising variable (X) on Purchase Intention (Y2) is smaller than the direct effect. It can be concluded that the Brand Awareness variable (Y1) functions as a Partial Mediator.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030640 |
| Uncontrolled Keywords: | Iklan Internet, Kesadaran Merek, Minat Beli |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 16 Jan 2024 06:43 |
| Last Modified: | 16 Jan 2024 06:43 |
| URI: | http://repository.ub.ac.id/id/eprint/210423 |
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Text (DALAM MASA EMBARGO)
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