PENGARUH STORYTELLING MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND EQUITY SEBAGAI VARIABEL INTERVENING: Survei terhadap Komunitas Maxim di Indonesia

Pramadito Sastra Syahwanda, - (2024) PENGARUH STORYTELLING MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND EQUITY SEBAGAI VARIABEL INTERVENING: Survei terhadap Komunitas Maxim di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Pramadito Sastra Syahwanda (1902326) “Pengaruh Storytelling Marketing terhadap Purchase Decision dengan Brand Equity sebagai Variabel Intervening” di bawah bimbingan Dr. H. Rd. Dian Herdiana Utama, M.Si. dan Dr. Dita Amanah, MBA.

Tujuan dari penelitian ini adalah untuk mengetahui gambaran latar belakang mengenai storytelling marketing, brand equity, dan purchase decision. Selain itu, untuk mengetahui adanya pengaruh storytelling marketing terhadap purchase decision melalui brand equity sebagai variabel intervening. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan metode explanatory survey. Teknik sampling yang digunakan peneliti adalah simple random sampling dengan mengambil sampel dalam penelitian ini berjumlah 400 orang pengguna aplikasi Maxim di Indonesia. Teknik analisis penelitian ini adalah analisis regresi linier berganda. Hasil penelitian ini menunjukan bahwa storytelling marketing, brand equity dan purchase decision dikategori sangat tinggi pada tabel kriteria distribusi kategori normal. Hasil penelitian menyatakan bahwa korelasi variabel brand equity memediasi hubungan antara storytelling marketing dan purchase decision.

Pramadito Sastra Syahwanda (1902326) “The Influence of Storytelling Marketing on Purchase Decision with Brand Equity as an Intervening Variable” under the guidance of Dr. H. Rd. Dian Herdiana Utama, M.Si. and Dr. Dita Amanah, MBA.

The purpose of this study is to determine the background of storytelling marketing, brand equity, and purchase decision. In addition, to determine the influence of storytelling marketing on purchase decision through brand equity as an intervening variable. The type of research used is descriptive and verification with the explanatory survey method. The sampling technique used by the researcher is simple random sampling by taking a sample in this study of 400 Maxim application users in Indonesia. The analysis technique of this study is multiple linear regression analysis. The results of this study indicate that storytelling marketing, brand equity and purchase decision are categorized as very high in the table of normal category distribution criteria. The results of the study state that the correlation of brand equity variables mediates the relationship between storytelling marketing and purchase decision.

	Text S_MBS_1902326_Title.pdf Download (481kB)
	Text S_MBS_1902326_Chapter1.pdf Download (517kB)
	Text S_MBS_1902326_Chapter2.pdf Restricted to Staf Perpustakaan Download (815kB)
	Text S_MBS_1902326_Chapter3.pdf Download (512kB)
	Text S_MBS_1902326_Chapter4.pdf Restricted to Staf Perpustakaan Download (1MB)
	Text S_MBS_1902326_Chapter5.pdf Download (178kB)
	Text S_MBS_1902326_Appendix.pdf Restricted to Staf Perpustakaan Download (4MB)

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=list_works&hl=en&user=oijncRgAAAAJ ID SINTA Dosen Pembimbing: Rd Dian Herdiana Utama: 5993184 Dita Amanah: 5976422
Uncontrolled Keywords:	Cerita pemasaran, Ekuitas merek, Keputusan pembelian Storytelling marketing, Brand equity, Purchase decision
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User:	PRAMADITO SASTRA SYAHWANDA
Date Deposited:	12 Sep 2024 03:46
Last Modified:	12 Sep 2024 03:46
URI:	http://repository.upi.edu/id/eprint/124255

Actions (login required)

View Item