Karimah, Zilanatus Surofah Al (2023) Analisis Pengaruh Kesadaran Merek, Loyalitas Merek Dan Niat Beli Terhadap Pembelian Impulsif Pada Konsumen Tiktok Shop. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
This study aims to examine the influence of brand awareness, brand loyalty and purchase intention on impulsive buying in TikTok Shop consumers. The survey data collected through the distribution of online questionnaires resulted in 180 respondents from the Surabaya, Gresik and Sidoaro. From the results of the respondents’ responses that have been collected, the data were descriptively analyzed using SPSS 25 and statistically analyzed using SmartPLS 3. This research method using Structural Equation Modeling. The result showed that brand awareness has a significan effect on brand loyalty, brand awareness did not have a significant effect on purchase intention, brand awareness did not have a significant effect on impulsive buying, brand loyalty has a significant effect on purchase intention and purchase intention have a significant effect on impulsive buying. The result of this study provide new insights for TikTok Shop’s seller how to improve new products and innovation that more attractive for consumers and give some discount or promotion. This strategy can make consumers have an intention to buy the product in TikTok Shop. Keywords: Brand Awareness, Brand Loyalty, Purchase Intention, Impulsive Buying, TikTok Shop.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | ZILANATUS SUROFAH AL KARIMAH |
| Date Deposited: | 29 May 2023 01:55 |
| Last Modified: | 29 May 2023 01:55 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/10717 |
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