Skripsi

PENGARUH IKLAN RE-ARISE 25 DESEMBER 2022 DI INSTAGRAM @rabbaniprofesorkerudung TERHADAP MINAT BELI MELALUI BRAND IMAGE

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Penilaian

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This study aimed to explore the impact of the Re-Arise Advertisement on December 25, 2022, on Instagram @rabbaniprofesorkerudung on consumer purchasing intention through Rabbani’s brand image. he study employed a quantitative method using Structural Equation Modeling (SEM) as the data analysis technique. The results indicated that advertisement exposure had a positive and significant effect on brand image (path coefficient: 0.410, p-value: 0.000, t-statistic: 6.430). Furthermore, the brand image had a positive and significant influence on purchasing interest (path coefficient: 0.866, p-value: 0.000, t-statistic: 23.377). Meanwhile, the findings suggested that the direct impact of advertisement exposure on purchasing interest was not statistically significant (path coefficient: 0.083, p-value: 0.149, t-statistic: 1.446). However, indirectly, the impact of advertisement exposure had a positive and significant influence on purchasing interest through brand image as a mediating variable (path coefficient: 0.355, t-statistic: 5.890, p-value: 0.000), with an R-Square value of 0.815, indicating that 81.5% of the impact of advertisement exposure on purchasing interest was mediated by brand image. In conclusion, brand image fully mediated the impact of advertisement exposure on the variable of purchasing interest. Keywords: Rabbani, Advertisement Exposure, Brand Image, Purchasing Intention.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2407001102	T139981	T1399812023	Central Library (References)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1399812023

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial Dan Ilmu Politik., 2023

Collation

v, 93 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.810 7

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Brand Image
Prodi Ilmu Komunikasi

Specific Detail Info

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Statement of Responsibility

KA

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