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PENGARUH IKLAN POP-UP YOUTUBE DAN KUALITAS PRODUK TERHADAP MINAT BELI DENGAN KESADARAN MEREK SEBAGAI VARIABEL INTERVENING

Jurnal Ilmiah Riset Manajemen

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Title PENGARUH IKLAN POP-UP YOUTUBE DAN KUALITAS PRODUK TERHADAP MINAT BELI DENGAN KESADARAN MEREK SEBAGAI VARIABEL INTERVENING
 
Creator Slamet, Hatmi Pratiwi Cahyani
Rachma, N.
Hufron, M.
 
Description ABSTRACT               The purpose of this study is to analyze the influence of Youtube Pop-Up Ads and product quality on purchase intention with brand awareness as an intervening variable on Garnier Facial Foam (study on FEB students at Malang Islamic University). This study uses Explanatory Research method, with Purposive Sampling technique. The population used in this study is the students of 2015 UNISMA Faculty of Economic, with 79 people as the samples. This study uses primary data with questionnaires uses as data collection methods, validity test uses as data analysis techniques, reliability test, normality test, path test, t test, and sobel test, with IBM Spss V-20 tools. The results of this study is that Youtube Pop-Up Advertisements and Product Quality have a direct effect on Brand Awareness and purchase intention, Brand Awareness has a direct effect on purchase intention, brand awareness does not mediate Youtube Pop-Up Ads on purchase intention, and Brand Awareness mediates Product Quality on purchase intention.Keywords: Youtube Pop-Up Ads; Product Quality; Purchase Intention; Brand Awareness
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2019-07-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/4466
 
Source Jurnal Ilmiah Riset Manajemen; e Jrm Vol. 8 No. 16 Agustus 2019
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/4466/4005
 
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