Sugiarto, Bella (2017) Pengaruh Event Experience Terhadap Revisit Intention Dengan Brand Awareness Sebagai Variabel Mediasi (Studi Pada Pengunjung Event Miss Matos 2016). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh event experience terhadap brand awareness dan revisit intention pengunjung event Miss Matos 2016 baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel- variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 130 responden yang diambil dari populasi pengunjung event Miss Matos 2016. Pengambilan sampel menggunakan teknik purposive sampling karakteristik sampel yang dipilih yaitu, minimal berusia 17 tahun, minimal pernah berkunjung satu kali ke Matos dan event Miss Matos. Alat uji yang digunakan untuk menguji instrumen penelitian ini berupa uji validitas, uji reliabilitas, dan uji asumsi klasik. Uji hipotesis dilakukan menggunakan uji t dan uji sobel test. Teknik analisis data menggunakan analisis jalur (path analysis). Dari hasil pengujian ini dapat disimpulkan bahwa variabel event experience mempunyai pengaruh langsung secara signifikan terhadap variabel brand awareness Matos sebesar 0,513. Variabel brand awareness mempunyai pengaruh langsung secara signifikan terhadap variabel revisit intention pengunjung Matos sebesar 0,526. Variabel event experience mempunyai pengaruh langsung secara signifikan terhadap variabel revisit intention pengunjung Matos sebesar 0,278. Variabel event experience mempunyai pengaruh tidak langsung secara signifikan terhadap variabel revisit intention melalui brand awareness Matos sebesar 0,269.
English Abstract
This research tries to determine the direct and indirect effect of event experience on brand awareness and revisit intention of visitors of Miss Matos event. This explanatory research explains causal relation between the variables through hypothesis testing. This study uses 130 respondents taken from the population of visitors of Miss Matos 2016 event. The samples are selected using purposive sampling technique. The sample should be at least 17 years age and should have visited Matos and Miss Matos 2016 event at least once. The instrument of this research is tested using validity test, reliability test, and classical assumption test. Hypothesis testing is done using the t test and Sobel test. The data were analyzed using path analysis. From the results of this test, it can be concluded that the variable of event experience has a direct and significant effect on the variable of brand awareness of Matos at 0.513. The variable of brand awareness has a direct and significant effect on the variable of revisit intention of Matos visitors at 0.526. The variable of event experience has a direct and significant effect on the variable of revisit intention of Matos visitor at 0.278. The variable of event experience has a significant and direct effect on the variable of revisit intention through brand awareness of Matos at 0.269.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/604/051710579 |
| Uncontrolled Keywords: | Event Experience, Brand Awareness, Revisit Intention, Event Experience, Brand Awareness, Revisit Intention. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 30 Nov 2017 01:14 |
| Last Modified: | 02 Nov 2023 08:13 |
| URI: | http://repository.ub.ac.id/id/eprint/6233 |
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