Alvian, M. Syafix Febry (2024) PENGARUH IKLAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL MEDIASI. Undergraduate thesis, Universitas Muhammadiyah Malang.
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Abstract
This research aims to determine respondents' responses regarding advertising,
purchasing intention and purchasing decisions, determine the influence of
advertising on purchasing decisions, determine the influence of advertising on
purchasing intention, determine the influence of purchasing intention on
purchasing decisions, determine the mediating role of purchasing intention on the
influence of advertising on purchasing decisions. The population in this research is
Shopee marketplace consumers. Because it is not known for certain, the researcher
used purposive sampling with a total of 120 respondents. This research used partial
least squares with the SEM-PLS 4 application. The questionnaire was distributed
using Google Form for 2 weeks. The results of this research show that advertising
has a significant positive effect on purchasing decisions, advertising has a
significant positive effect on purchasing intention, purchasing interest has a
significant positive effect on purchasing decisions and purchasing intention can
mediate the influence of advertising on purchasing decisions. Shopee can improve
advertising by using advertising stars that are more suited to its target market so
that consumers make higher decisions
Item Type: | Thesis (Undergraduate) |
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Student ID: | 201910160311026 |
Keywords: | Advertising, purchase intention, purchase decision |
Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
Divisions: | Faculty of Economics and Business > Department of Management (61201) |
Depositing User: | 201910160311026 msyafixfebrya |
Date Deposited: | 13 Aug 2024 01:18 |
Last Modified: | 13 Aug 2024 01:18 |
URI: | https://eprints.umm.ac.id/id/eprint/10040 |