Pengaruh Brand Awareness dan Service Quality terhadap Minat Konsumen dengan Kegiatan Event sebagai Variabel Mediasi pada Mall RRR

Rino Bastiar
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Abstract

The purpose of this paper is to explore the direct and indirect effects of the quality of services provided and brand awareness on the purchase intention of tenants with event activities as a mediating variable. Data were collected from 184 respondents and 160 responses have been used in this paper. The measure of “Service Quality” uses five questions, “brand awareness” uses five questions, “event” uses five questions, “purchase intention” uses five questions. In some items, this question is measured using the five-point Likert-Type. Based on the four hypotheses in this paper that have been tested, that service quality is significantly able to provide a positive influence on purchase intention through event activities and brand awareness can significantly have a positive effect on purchase intention directly through event activities. Event activities have a positive influence on purchase intention.

 

Tujuan dari makalah ini bertujuan untuk dapat meneksplorasi pengaruh langsung dan tidak langsung dari kualitas jasa yang diberikan dan brand awareness pada purchase intention penyewa dengan kegiatan event sebagai variabel mediasi. Data dikumpulkan dari 184 responden dan 160 tanggapan telah digunakan dalam makalah ini. Ukuran “Service Quality” menggunakan lima butir pertanyaan, “brand awareness” menggunakan lima butir pertanyaan, “event” menggunakan lima butir pertanyaan, “purchase intention” menggunakan lima butir pertanyaan. Dalam beberapa butir pertanyaan ini diukur dengan menggunakan lima titik Linkert-Type. Berdasarkan dari empat hipotesis dalam makalah ini yang telah diuji, bahwa service quality secara signifikan mampu memberikan pengaruf yang bersifat positif terhadap purchase intention melalui kegiatan event dan brand awareness mampu secara signifikan mampu memberikan pengaruh positif terhadap purchase intention secara langsung melalui kegiatan event. Kegiatan event memberi pengaruh positif terhadap purchase intention.

Keywords

Brand Awareness; Service Quality; Purchase Intention; Event

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