Pengaruh Emotional Marketing dan Brand Personality Terhadap Purchase Decision Pada Konsumen Rucas dengan Brand Image Sebagai Variabel Mediasi

Maharani, Rahma Aprillia (2025) Pengaruh Emotional Marketing dan Brand Personality Terhadap Purchase Decision Pada Konsumen Rucas dengan Brand Image Sebagai Variabel Mediasi. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study aims to determine the effect of emotional marketing and brand personality on purchase decisions on Rucas consumers with brand image as a mediating variable. This study is a quantitative study to explain the relationship and influence between variables. The data in this study use primary data with a data collection method using a questionnaire. The questionnaire was distributed online to respondents who had met the criteria, namely Rucas consumers who had made a purchase at least once and had seen Rucas content on Tiktok social media. The sample of this study was 119 respondents. The analysis tool in this study used Partial Least Square (PLS) with the help of SmartPLS 3.0 statistical software. The results of the study prove that emotional marketing has a significant positive effect on purchase decisions and brand personality has a significant positive effect on purchase decisions, while brand image cannot mediate the relationship between emotional marketing and purchase decisions, other results obtained are that brand image is able to positively mediate the relationship between brand personality and purchase decisions.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Purwanto, Sugeng	NIDN0008016806	sugengpurwanto.mnj@upnjatim.ac.id
Thesis advisor	Raharjo, Raden Johnny Hadi	NIDN0009128406	raden.johnny.ma@upnjatim.ac.id

Subjects:

H Social Sciences > HB Economic Theory
H Social Sciences > HC Economics
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products

Divisions:

Faculty of Economic > Departement of Management

Depositing User:

Rahma Aprillia Maharani

Date Deposited:

18 Jul 2025 03:58

Last Modified:

18 Jul 2025 03:58

URI:

https://repository.upnjatim.ac.id/id/eprint/39757