PENGARUH BRAND COMMUNICATION DAN BRAND EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN DI SOCIOLLA

RENTAMA, CITRA and Thamrin, M. Husni and Murti, Krisna (2024) PENGARUH BRAND COMMUNICATION DAN BRAND EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN DI SOCIOLLA. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to examine the influence of brand communication and brand experience on purchasing decisions for beauty products at Sociolla. The method used is non-probability sampling with a convenience sampling approach. Data analysis uses Structural Equation Model (SEM) which is then processed using SmartPLS 4.0 software. Researchers distributed questionnaires to 385 Sociolla customer respondents who live in the city of Palembang. This research produces a purchasing decision R-Square of 0.274 and a brand experience R-Square of 0.244. This research shows that brand communication has a positive and significant effect on Sociolla customers' purchasing decisions with a coefficient of 0.320 or 32%, brand communication has a positive and significant effect on Sociolla customers' brand experience with a coefficient of 0.494 or 49.4%, brand experience has a positive effect and significant to Sociolla customers' purchasing decisions with a coefficient of 0.285 or 28.5%, and brand experience mediates the influence of brand communication on Sociolla customers' purchasing decisions as partial mediation with a coefficient of 0.141 or 14.1%. So it can be concluded that the direct influence of brand communication on purchasing decisions is greater than the indirect influence of brand communication on purchasing decisions through brand experience. Keywords: Brand Communication; Brand Experience; Purchase Decision; Sociolla

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Communication; Brand Experience; Keputusan Pembelian; Sociolla
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD59-59.6 Public relations. Industrial publicity
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Citra Rentama
Date Deposited:	13 May 2024 04:52
Last Modified:	13 May 2024 04:52
URI:	http://repository.unsri.ac.id/id/eprint/143835

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