Skripsi

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

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Penilaian

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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

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2407002686	T143835	T1438352024	Central Library (References)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1438352024

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial Dan Ilmu Politik., 2024

Collation

xiii, 165 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

646.720 7

Content Type

Text

Media Type

unmediated

Carrier Type

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Edition

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Subject(s)

Prodi Ilmu Komunikasi
Brand Experience

Specific Detail Info

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Statement of Responsibility

KA

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