PENGARUH NAMING RIGHTS SPONSORSHIP, USER-GENERATED CONTENT TERHADAP PURCHASE DECISION KOPI TUKU MELALUI BRAND AWARENESS

Ahmad Syaugi, . (2026) PENGARUH NAMING RIGHTS SPONSORSHIP, USER-GENERATED CONTENT TERHADAP PURCHASE DECISION KOPI TUKU MELALUI BRAND AWARENESS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze the effect of Naming Rights Sponsorship and User Generated Content (UGC) on Purchase Decision of Kopi TUKU, with Brand Awareness as a mediating variable. The research employs a quantitative approach using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) through SmartPLS 4. The sampling technique used stratified random sampling approach. Data were collected from 105 respondents, both male and female, aged over 17 years, who reside in the Greater Jakarta area (Jabodetabek) and have activities around MRT Cipete Raya TUKU, using an online questionnaire distributed via Google Forms. The results indicate that: (1) Naming Rights Sponsorship has a significant effect on Purchase Decision; (2) User-Generated Content has a positive and significant effect on Purchase Decision; (3) Brand Awareness has a positive and significant effect on Purchase Decision; (4) Naming Rights Sponsorship has a positive and significant indirect effect on Purchase Decision through Brand Awareness; and (5) User-Generated Content has a positive indirect effect on Purchase Decision through Brand Awareness, although the effect is relatively weak.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2210111149] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1 : Ajeng Septiana Wulansari] [Ketua Penguji : Maria Assumpta Wikantari}
Uncontrolled Keywords: Brand Awareness, Kopi TUKU, Naming Rights Sponsorship, Purchase Decision, User-Generated Content.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: AHMAD SYAUGI
Date Deposited: 29 Aug 2026 02:03
Last Modified: 29 Aug 2026 02:03
URI: http://repository.upnvj.ac.id/id/eprint/52292

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