Pengaruh Iklan Cod Terhadap Kesadaran Merek, Citra Merek, dan Pada Niat Beli Konsumen Shopee di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Hendardi, Zulqifli
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2023-07-20 05:55:28
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.
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.
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