PENGARUH BRAND AWARENESS, SOCIAL MEDIA MARKETING DAN WORD OF MOUTH TERHADAP MINAT BELI KONSUMEN DENGAN RELIGIUSITAS SEBAGAI VARIABEL MODERATING PADA PRODUK KERUDUNG RABBANI (Studi Pada Masyarakat Kota Salatiga)

Mandarisa, Syifa (2024) PENGARUH BRAND AWARENESS, SOCIAL MEDIA MARKETING DAN WORD OF MOUTH TERHADAP MINAT BELI KONSUMEN DENGAN RELIGIUSITAS SEBAGAI VARIABEL MODERATING PADA PRODUK KERUDUNG RABBANI (Studi Pada Masyarakat Kota Salatiga). Other thesis, IAIN SALATIGA.

	Text Skripsi Final. Syifa Mandarisa(63040180130).pdf Download (3MB)
	Text Skripsi Final. Syifa Mandarisa(63040180130).pdf Download (3MB)
	Text Skripsi Final. Syifa Mandarisa(63040180130).pdf Download (3MB)
	Text Skripsi Final. Syifa Mandarisa(63040180130).pdf Download (3MB)
	Text Skripsi Final. Syifa Mandarisa(63040180130).pdf Download (3MB)
	Text Skripsi Final. Syifa Mandarisa(63040180130).pdf Download (3MB)

Abstract

This research is quantitative research with a questionnaire instrument, the measurement scale uses a Likert scale with a rating of 1 to 5. The objects studied are women who live in Salatiga City. The population of this study was 101,115 in the first quarter, namely January to June 2023. The sample for this study was determined using Solvin calculations and a sample size of 398 respondents was found. The statistical tool used is Partial Least Square (PLS). The tests used in this research are: Evaluation of the Measurement Model (Outler Model) which includes the Convergent Validity Test, Discriminant Validity Test and Reliability Test. Evaluation of the Structural Model (Inner Model) which includes Variance Inflation Factor (VIF), Determination Coefficient Test (R^2) and Moderated Regression Analysis (MRA) Test. The results of this research are as follows: 1) brand awareness has a positive and significant influence on consumer purchasing interest in Rabbani headscarf products. 2) Social media marketing has a positive and significant influence on consumer buying interest in Rabbani veil products. 3) Word of mouth has a positive and significant influence on consumer buying interest in Rabbani veil products. 4) Religiosity has a positive and significant influence on consumer buying interest. which is moderated by the religiosity of Rabbani headscarf products. 5) Religiosity has a negative but not significant influence between social media marketing on consumer buying interest in Rabbani headscarf products. 6) Religiosity has a negative but not significant influence on word of mouth on consumer buying interest in Rabbani headscarf products. Keywords : Brand awareness, social media marketing, word of mouth, minat beli konsumen, religiusitas.

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