Kharismawan, Naufal Syarif Qosim (2026) Pengaruh Personalized Advertising terhadap Minat Beli Konsumen HMNS Parfum dengan pendekatan Model AISAS. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The growth of social media and social e-commerce has encouraged businesses to use advertising tailored to individual preferences in order to influence consumer decisions. This study aims to examine the effect of Personalized Advertising on the Purchase Intention of HMNS perfume consumers, as well as the role of the AISAS Model (Attention, Interest, Search, Action, Share) as a mediating variable. The study employs a quantitative approach using primary data collected through a Likert-scale questionnaire distributed to 130 respondents via purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that Personalized Advertising has a positive and significant effect on both Purchase Intention and the AISAS Model. The AISAS Model also has a positive and significant effect on Purchase Intention. However, the AISAS Model is not proven to mediate the effect of Personalized Advertising on Purchase Intention, indicating that this effect is formed directly. These findings provide a basis for brand managers to improve advertising relevance and strengthen the Search and Share stages in marketing communication.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | naufal syarif qosim | ||||||||
| Date Deposited: | 21 Oct 2026 08:03 | ||||||||
| Last Modified: | 21 Oct 2026 08:03 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/61064 |
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