PURCHASE INTENTION: PERCEIVED EASE OF USE, BRAND AWARENESS DAN SOCIAL MEDIA MARKETING

Nadia Maulidya Putri, . (2023) PURCHASE INTENTION: PERCEIVED EASE OF USE, BRAND AWARENESS DAN SOCIAL MEDIA MARKETING. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to determine, analyze and prove the effect of perceived ease of use, brand awareness and social media marketing on purchase intention. The population in this study are people who know about the Disney + Hotstar video on demand service, are over 17 years old and live in DKI Jakarta. The sample in this study were 100 people with purposive sampling method. This study uses the Partial Least Square Structural Equation Modeling (PLS-SEM) method to analyze data using SmartPLS version 4.0. The results showed that perceived ease of use has no effect on purchase intention, then brand awareness and social media marketing affect purchase intention.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil : 2010111063] [Pembimbing: Miguna Astuti] [Penguji 1: Maria Assumpta Wikantari] [Penguji 2: Yuliniar]
Uncontrolled Keywords: Purchase Intention, Video on demand, Perceived Ease of Use, Brand Awareness, Social Media Marketing
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Nadia Maulidya Putri
Date Deposited: 24 Jan 2024 06:22
Last Modified: 24 Jan 2024 06:22
URI: http://repository.upnvj.ac.id/id/eprint/27827

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