Pengaruh Brand Personality, Word of Mouth Dan Price Terhadap Brand Awareness Serta Dampaknya Terhadap Purschase Decision Pengguna Shopee

Carolina, Valentina (2024) Pengaruh Brand Personality, Word of Mouth Dan Price Terhadap Brand Awareness Serta Dampaknya Terhadap Purschase Decision Pengguna Shopee. Masters thesis, Universitas Tarumanagara.

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Abstract

This research examines the influence of brand personality, word of mouth, and price on the purchase decisions of Shopee users in Indonesia, with brand awareness as a mediating variable. In today's increasingly competitive e-commerce industry, a deep understanding of these factors is important for platforms like Shopee to increase competitiveness and consumer satisfaction. This research was conducted using a quantitative approach using a survey of 104 respondents who were active Shopee users. Data were analyzed using Partial Least Square (PLS) with the SmartPLS 3.0 program to test validity, reliability, and relationships between
variables. The research results show that brand personality, word of mouth, and price have a significant influence on brand awareness, which then influences purchase decisions. Word of
mouth and price also have a significant direct influence on purchase decisions, while brand personality does not show a significant direct influence on purchase decisions. These results
highlight the importance of word of mouth as a marketing strategy and the role of competitive prices in increasing consumer loyalty. Shopee is advised to increase brand awareness through unique shopping experiences and more personalized interactions in order to maintain the brand's appeal among consumers. These findings contribute to the literature on consumer behavior in e-commerce and provide practical insights for developing marketing strategies on Shopee and similar platforms to further develop them

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Prof. Dr. Ignatius Roni Setyawan, S.E., M.Si.
Uncontrolled Keywords:	Keywords: Brand Personality, Word of Mouth, Price,Purchase Decision.
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	02 Jun 2026 09:48
Last Modified:	02 Jun 2026 09:48
URI:	https://repository.untar.ac.id/id/eprint/49610

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