PENGARUH IKLAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL MEDIASI

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