Irawan, Dina Aprilia (2025) Pengaruh Brand Awareness, Harga dan Kualitas Produk Terhadap Keputusan Pembelian di D'Coffeecup Merr Surabaya Dengan Sosial Media Marketing Sebagai Variabel Moderasi. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study investigates the impact of Brand Awareness, Price, Product Quality, and Social Media Marketing on consumer Purchase Decisions. A quantitative research approach was employed, utilizing a structured questionnaire administered to 121 respondents. The validity test results confirm that all items are valid (r count > r table, significance < 0.05) and reliable, as indicated by Cronbach’s Alpha values exceeding 0.6. The Durbin-Watson test for autocorrelation produced a value of 1.896, which lies between dU and 4 - dU, suggesting the absence of autocorrelation in the regression model. The findings indicate that Brand Awareness, Price, and Product Quality significantly influence Purchase Decisions. On a partial basis, Brand Awareness and Price exert a positive and statistically significant effect, implying that greater brand familiarity and price alignment with perceived product quality increase the likelihood of consumer purchasing behavior. In contrast, while Product Quality shows a positive direction of influence, its effect is not statistically significant. Social Media Marketing emerges as a significant moderating variable, enhancing the relationship between Brand Awareness and Purchase Decisions, as well as between Product Quality and Purchase Decisions. Digital content plays a vital role in shaping consumer perceptions. However, Social Media Marketing does not significantly moderate the relationship between Price and Purchase Decisions. These findings underscore the strategic value of digital marketing in reinforcing the influence of brand recognition and perceived product quality on consumer decision-making processes. Keywords : Brand Awareness, Price, Product Quality, Social Media Marketing, Purchase Decision, Digital Marketing
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Dina Aprilia Irawan | ||||||||
| Date Deposited: | 15 Sep 2025 04:52 | ||||||||
| Last Modified: | 15 Sep 2025 04:52 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/43316 |
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