Analisis Pengaruh Pembelanjaan Secara Online Terhadap Fashion Self Manufactured Pada Wanita Muda di Kota Batam Dengan Kesadaran Merek Sebagai Mediasi
DOI:
https://doi.org/10.37385/msej.v4i1.1275Keywords:
Fashion Self Manufactured, Kesadaran Merek, Keputusan PembelianAbstract
Tujuan penelitian ini adalah untuk mengidentifikasi dan menganalisa pengaruh pembelanjaan online terhadap fashion self manufactured dengan kesadaran merek sebagai mediasi. Penelitian yang dilakukan menggunakan 250 responden yang disebarkan melalui kuesioner untuk kemudian dapat dijadikan bahan penelitian. Objek yang digunakan pada kajian ini adalah wanita muda yang ada di Kota Batam dengan rentang usia 18 sampai 35 tahun keatas. Hasil penelitian ini diharapkan dapat membantu pelaku usaha dalam mengetahui faktor – faktor apa saja yang memiliki pengaruh serta mempengaruhi proses pengambilan keputusan yang akan dilakukan oleh pembeli. Hasil penelitian menunjukkan bahwa Social Media Marketing, Word of Mouth, Effectiveness of Advertising, Celebrity Endorsement, Social Media Communication berpengaruh terhadap keputusan pembelian dengan kesadaran merek sebagai Mediasi.
Kata Kunci : Fashion Self Manufactured, Kesadaran Merek, Keputusan Pembelian
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