Hendardi, Zulqifli (2023) Pengaruh Iklan Cod Terhadap Kesadaran Merek, Citra Merek, dan Pada Niat Beli Konsumen Shopee di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
![[img]](http://eprints.perbanas.ac.id/style/images/fileicons/text.png) |
Text
ARTIKEL ILMIAH.pdf Restricted to Registered users only Download (587kB) |
|
|
Text
C O V E R.pdf Restricted to Registered users only Download (1MB) |
|
|
Text
BAB I.pdf Download (161kB) | Preview |
|
|
Text
BAB II.pdf Download (500kB) | Preview |
|
|
Text
BAB III.pdf Restricted to Registered users only Download (237kB) |
|
|
Text
BAB IV.pdf Restricted to Registered users only Download (472kB) |
|
|
Text
B A B V.pdf Download (195kB) | Preview |
|
|
Text
LAMPIRAN.pdf Restricted to Registered users only Download (1MB) |
Abstract
The purpose of this study was to determine the effect of COD Ads on Brand Awareness, Brand Image, and on Purchase Intentions of Shopee consumers in Surabaya.The statistical method used in this research is Partial Least Square-Structural Equation Modeling (PLS-SEM) using WarpPLS version 8.0. This study uses primary data. Methods of data collection using a questionnaire. This study took 193 respondents as a sample using a non-probability sampling technique. The results of this study indicate that the advertising variable has a significant effect on brand awareness, brand image and purchase intention. Then, Brand Awareness has a significant effect on Purchase Intention. Meanwhile, brand image has no significant effect on purchase intention.
| 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: | ZULQIFLI HENDARDI |
| Date Deposited: | 20 Jul 2023 05:55 |
| Last Modified: | 20 Jul 2023 05:55 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11054 |
Actions (login required)
 |
View Item |