PENGARUH IKLAN RE-ARISE 25 DESEMBER 2022 DI INSTAGRAM @rabbaniprofesorkerudung TERHADAP MINAT BELI MELALUI BRAND IMAGE

PAJRIAH, LU’LU and Saraswati, Erlisa and Adam, Ryan (2023) PENGARUH IKLAN RE-ARISE 25 DESEMBER 2022 DI INSTAGRAM @rabbaniprofesorkerudung TERHADAP MINAT BELI MELALUI BRAND IMAGE. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aimed to explore the impact of the Re-Arise Advertisement on December 25, 2022, on Instagram @rabbaniprofesorkerudung on consumer purchasing intention through Rabbani’s brand image. he study employed a quantitative method using Structural Equation Modeling (SEM) as the data analysis technique. The results indicated that advertisement exposure had a positive and significant effect on brand image (path coefficient: 0.410, p-value: 0.000, t-statistic: 6.430). Furthermore, the brand image had a positive and significant influence on purchasing interest (path coefficient: 0.866, p-value: 0.000, t-statistic: 23.377). Meanwhile, the findings suggested that the direct impact of advertisement exposure on purchasing interest was not statistically significant (path coefficient: 0.083, p-value: 0.149, t-statistic: 1.446). However, indirectly, the impact of advertisement exposure had a positive and significant influence on purchasing interest through brand image as a mediating variable (path coefficient: 0.355, t-statistic: 5.890, p-value: 0.000), with an R-Square value of 0.815, indicating that 81.5% of the impact of advertisement exposure on purchasing interest was mediated by brand image. In conclusion, brand image fully mediated the impact of advertisement exposure on the variable of purchasing interest. Keywords: Rabbani, Advertisement Exposure, Brand Image, Purchasing Intention.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Rabbani, Terpaan Iklan, Brand image, Minat Beli
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Lu'lu Pajriah
Date Deposited:	26 Jan 2024 07:53
Last Modified:	26 Jan 2024 07:53
URI:	http://repository.unsri.ac.id/id/eprint/139981

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