Pengaruh kesadaran iklan terhadap respon konsumen pada pengguna aplikasi traveloka di surabaya dengan pemediasi ekuitas merek

Anoraga, Bima (2018) Pengaruh kesadaran iklan terhadap respon konsumen pada pengguna aplikasi traveloka di surabaya dengan pemediasi ekuitas merek. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Response is impressions that being experienced if the stimulus triggers no longer exist. If observation process has stopped and the only thing remains is impression, then this occurrence is called response. This research aims to discover influence of advertising awareness variabel to consumer response with brand equity as mediation variabel in Traveloka application user. Which in this research, consumer response is divided into three variabels which are consumer willingness to pay more, consumer brand choice, and consumer purchase intention. Sample of this research are 133 respondents and this research is done in Surabaya. Sample is drawn using purposive sampling and judgment sampling methods. Analysis techniques in this research are descriptive analysis and inerential analysis using WARP-PLS for data processing. Results of this research show that advertising awareness has significant influence to brand equity, and brand equity has significant influence to consumer response, and advertising awareness has positive influence to consumer response with mediation of brand equity. Keywords : Advertising Awareness, Brand Equity, Consumer Response, Consumer Willingness to Pay More, Consumer Brand Choice, Consumer Purchase Intention, WARP-PLS

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 17 Jan 2019 04:36
Last Modified: 17 Jan 2019 04:36
URI: http://eprints.perbanas.ac.id/id/eprint/4032

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