PERAN BRAND AWARENESS DALAM MEMEDIASI PENGARUH MESSAGE APPEALS DALAM MEDIA ADVERTISING TERHADAP PURCHASE INTENTION PADA PENGGUNA KARTU DATA PRABAYAR XL AXIATA WILAYAH SUMATERA BARAT

FAIZUL, MUADZIN (2020) PERAN BRAND AWARENESS DALAM MEMEDIASI PENGARUH MESSAGE APPEALS DALAM MEDIA ADVERTISING TERHADAP PURCHASE INTENTION PADA PENGGUNA KARTU DATA PRABAYAR XL AXIATA WILAYAH SUMATERA BARAT. Masters thesis, Universitas Andalas.

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Abstract

PERAN BRAND AWARENESS DALAM MEMEDIASI PENGARUH MESSGE APPEALS TERHADAP PURCHASE INTENTION PADA PENGGUNA KARTU DATA PRABAYAR XL AXIATA Abstract Competition in telecommunications industry makes industry players look for various ways to get awareness from consumers, one of which is by approaching them through advertising or advertising with the message appeals method that is attracti ve to consumers. The purpose of this study is to determine the message appeald in influencing the purchase intention of XL Axiata prepaid data card users in West Sumatra. The calculation of the number on samples using the Slovin formula with a total sample size of 400 and the sampling of districts / cities from the total sample using cluster random sampling. The collected data were analyzed using the Structural Equation Model (SEM) for all variables. The findings indicate that there is no significant rational appeals effect on purchase intention. Emotional has a significant effect on purchase intention. Rational has a significant effect on brand awareness. Emotional has a significant effect on brand awareness. Brand awareness has a significant effect on purchase intention. Keywords: Rational Appeals, Emotional Appeals, Purchase Intention, BrandAwareness PERAN BRAND AWARENESS DALAM MEMEDIASI PENGARUH MESSGE APPEALS TERHADAP PURCHASE INTENTION PADA PENGGUNA KARTU DATA PRABAYAR XL AXIATA Abstract Persaingan dalam industri telekomunikasi membuat para pelaku indutri mencari berbagai cara untuk mendapatkan awarness dari konsumen, salah satunya dengan melakukan pendekatan dengan melalui iklan atau advertising dengan metode message appeals yang menarik terhadap konsumen. Tujuan dari penelitian ini adalah untuk mengetahui message appeald dalam mempengaruhi purchase intention pengguna kartu data prabayar XL Axiata di wilayah Sumatera Barat. Perhitungan jumlah sampel menggunakan rumus slovin dengan jumlah total sampel 400 dan pengambilan sampel perwilayah kabupaten/kota dari keseluruhan total sampel menggunakan cluster random sampling. Data terkumpul dianalisa menggunakan Structural Equation Model (SEM) untuk semua variabel. Hasil temuan menunjukkan bahwa tidak ada pengaruh rational appeals secara signifikan terhadap purchase intention. Emotional berpengaruh signifikan terhadap purchase intention. Rational berpengaruh signifikan terhadap brand awareness. Emotional berpengaruh signifikan terhadap brand awareness. brand awareness berpengaruh signifikan terhadap purchase intention. Kata kunci: Daya Tarik Rasional, Daya Tarik Emosional, Niat Membeli, Kesadaran Merek

Item Type: Thesis (Masters)
Primary Supervisor: Dr. Sari Lenggogeni, SE, MM
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Pascasarjana (Tesis)
Depositing User: Unand Magister Manajemen
Date Deposited: 06 Aug 2021 07:41
Last Modified: 06 Aug 2021 07:41
URI: http://scholar.unand.ac.id/id/eprint/77162

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