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Peran Mediasi Brand Awareness pada Pengaruh Content Quality dan Electronic Word of Mouth terhadap Purchase Intention Produk Dear Me Beauty

KINANTI, Vanessa Audrey (2023) Peran Mediasi Brand Awareness pada Pengaruh Content Quality dan Electronic Word of Mouth terhadap Purchase Intention Produk Dear Me Beauty. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Penelitian ini bertujuan untuk mengetahui peran mediasi brand awareness pada pengaruh content quality dan electronic word of mouth dalam memengaruhi purchase intention produk Dear Me Beauty. Sampel pada penelitian ini sebanyak 232 responden dengan teknik pengambilan sampel menggunkan purposive sampling. Berdasarkan hasil penelitian yang dilakukan dengan menggunakan analisis Structural Equation Modeling (SEM) diolah dengan software AMOS menunjukkan bahwa : (1) Content Quality berpengaruh positif terhadap Brand Awareness (2) Electronic word of mouth tidak berpengaruh terhadap Brand Awareness (3) Brand Awareness tidak berpengaruh terhadap Purchase Intention (4) Content Quality berpengaruh positif terhadap Purchase Intention (5) Electronic Word of Mouth berpengaruh positif terhadap Purchase Intention (6) Brand Awareness dapat memediasi Content Quality terhadap Purchase Intention secara parsial (7) Brand Awareness dapat memediasi Electronic Word of Mouth terhadap Purchase Intention secara parsial

Item Type: Thesis (Skripsi)
Nomor Inventaris: C23018
Uncontrolled Keywords: Content Quality, Electronic Word of Mouth, Brand Awareness, Purchase Intention
Subjects: P > P668 Purchasing
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Mrs KINANATI Vanessa Audrey
Date Deposited: 30 Jan 2023 00:57
Last Modified: 30 Jan 2023 00:57
URI: http://repository.unsoed.ac.id/id/eprint/19722

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