ANALISIS PENGARUH IKLAN, BRAND AMBASSADOR DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING PRODUK XL DI KOTA SEMARANG

Abstract

Purchasing decisions made by consumers are factors that greatly influence the high and low sales of products in a company, so companies must be able to maintain and improve the factors that influence consumers in making purchasing decisions to keep product sales increasing. This research was conducted in the city of Semarang and used the cellular network XL company as the research object. The purpose of this study is to examine how advertising, brand ambassador, and word of mouth influence purchasing decisions by using brand awareness as an intervening variable. This research was conducted by distributing questionnaires to 100 respondents who resided in the city of Semarang which were then analyzed using multiple linear regression methods with the tests carried out, validity test, reliability test, classic assumption test, coefficient of determination test, F test, test T, and the sobel test to find out the mediating effect. The results of this research show that Advertising and brand ambassadors have a positive and significant effect on brand awareness, then word of mouth and brand awareness have a significant positive effect on purchasing decisions, and the results of the sobel test show that brand awareness is an intervening variable worthy of use.