Angeline, Dameethia (2024) Pengaruh Brand Equity terhadap Purchase Intention dan Purchase Decision Mobile Retailer Produk Hampers Thillaxstuff. Masters thesis, Universitas Tarumanagara.

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Abstract

The objective of this study is to examine the influence of brand awareness, brand loyalty, brand association, and perceived quality on purchase decisions, with purchase intention acting as a mediating variable. The data collection method employed in this research is convenience sampling. The sample consists of 168 respondents who are customers who ever bought hampers in THILLAXSTUFF on Shopee. Data analysis in this study was conducted using Partial Least Square – Structural Equation Modeling (PLS-SEM). The results are: (1) brand awareness has a significant impact on purchase decision; (2) brand loyalty has a
significant impact on purchase decision; (3) brand association has a significant impact on purchase decision; (4) perceived quality does not has significant impact towards purchase decision; (5) purchase intention do not has significant impact towards purchase decision; (6) brand awareness has significant impact towards purchase intention; (7) brand loyalty has significant impact towards purchase intention; (8) brand awareness do not has significant impact towards purchase decision mediated by purchase intention; (9) brand loyalty do not has significant impact towards purchase decision mediated by purchase intention

Item Type: Thesis (Masters)
Additional Information: Dosen Pembimbing: Prof. Dr. Haris Maupa, M.Si
Uncontrolled Keywords: Keyword: brand awareness, brand loyalty, brand association, perceived quality, purchase intention, purchase decision
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 22 May 2026 04:44
Last Modified: 22 May 2026 04:44
URI: https://repository.untar.ac.id/id/eprint/49478

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