| dc.contributor.author | Edwin, William S. | |
| dc.date.accessioned | 2026-03-02T06:35:42Z | |
| dc.date.available | 2026-03-02T06:35:42Z | |
| dc.date.issued | 2022-07-07 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/9240 | |
| dc.description | This study examines the relationship of digital marketing to purchase intention, and the relationship of digital marketing to purchase intention mediated by brand awareness. The digital marketing variable has 4 indicators, namely information recombination, accessibility, navigation interaction, and speed. The next variable, namely brand awareness, has 4 variables, which are brand familiarity, knowing or having heard of the brand, brand knowledge, and advertising. The last variable, namely purchase intention, has 3 indicators, namely interest, presence, and information. In this study, researchers used a purposive sampling technique to collect respondent, the population used was Ciputra University Surabaya students from class 2018 and 2019 majoring in International Business Management, in total there are 213 respondents collected as the sample. In this study, it was found that digital marketing on purchase intention is insignificant, meanwhile the mediating relationship between brand awareness and digital marketing and purchase intention is significant. This study can clarify the inconsistency from various previous studies related to the relationship of digital marketing and purchase intention. In this study, significant results were found if the mediating variable which is brand awareness was added to the relationship between digital marketing and purchase intention variables. | en_US |
| dc.description.abstract | Pada penelitian ini menguji hubungan dari variabel digital marketing terhadap purchase intention, dan juga menguji hubungan dari digital marketing terhadap purchase intention yang di mediasi oleh brand awareness. Variabel digital marketing memiliki 4 indikator yaitu information recombination, accessibility, navigation interaction, & speed. Variabel berikutnya yaitu brand awareness, memiliki 4 variabel yaitu brand familiarity, knowing or ever heard of the brand, brand knowledge, & adverstisement. Variabel terakhir yaitu purchase intention memiliki 3 indikator yaitu interest, attending, & information. Pada penelitian ini peneliti menggunakan teknik purposive sampling untuk pengumpulan responden, populasi yang digunakan adalah mahasiswa Universitas Ciputra Surabaya angkatan 2018 dan 2019 dengan jurusan International Business Management, dan mendapatkan total sampel sebanyak 213 responden. Dalam penelitian ini menemukan bahwa digital marketing terhadap purchase intention memiliki hasil yang tidak signifikan namun hubungan mediasi brand awareness terhadap digital marketing dan purchase intention memiliki hasil yang signifikan. Penelitian ini dapat meluruskan inkonsistensi dari berbagai penelitian sebelumnya yang berkaitan dengan hubungan dari digital marketing dan purchase intention. Di dalam penelitian ini, ditemukan hasil yang signifikan apabila variabel mediasi brand awareness di tambahkan di dalam hubungan antara variabel digital marketing dan purchase intention. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra | en_US |
| dc.subject | Digital marketing | en_US |
| dc.subject | Brand awareness | en_US |
| dc.subject | Purchase intention | en_US |
| dc.subject | Agenda setting | en_US |
| dc.title | Pengaruh Digital Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variabel Mediasi | en_US |
| dc.title.alternative | The Effect of Digital Marketing on Purchase Intention with Brand Awareness as a Mediation Variable | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 61101 | |
| dc.identifier.dosenpembimbing | Wirawan | |
