PERAN BRAND AWARENESS MEMEDIASI PENGARUH AUGMENTED REALITY (AR) TERHADAP KEPUTUSAN PEMBELIAN
| Main Authors: | Nugraha Artha, I Putu Deva, Ekawati, Ni Wayan |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2023
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| Online Access: |
https://ojs.unud.ac.id/index.php/eeb/article/view/86141 https://ojs.unud.ac.id/index.php/eeb/article/view/86141/51841 |
Daftar Isi:
- This study aims to analyze the role of brand awareness in mediating the effect of augmented reality (AR) on purchasing decisions. This research was conducted on the clothing brand Slashrock Gear in the city of Denpasar. Based on the responses from respondents to questionnaires distributed online to the people of Denpasar city who follow the Slashrock Gear brand Instagram social media account, the results show that in general augmented reality has not influenced purchasing decisions optimally. This study used a sample of 100 respondents, with a non-probability sampling method. Data collection was obtained from the results of distributing questionnaires online. The analytical technique used in this research is descriptive Statistikal analysis, classical assumption test, path analysis and Sobel test. The results of this study indicate that augmented reality (AR) has a positive and significant effect on purchasing decisions. Augmented reality (AR) has a positive and significant effect on brand awareness. Brand awareness has a positive and significant effect on purchasing decisions. Brand awareness has a positive and significant effect in mediating the effect of augmented reality (AR) on purchasing decisions
- Penelitian ini bertujuan untuk menganalisis peran brand awareness memediasi pengaruh augmented reality (AR) terhadap keputusan pembelian. Penelitian ini dilakukan pada brand pakaian Slashrock Gear di Kota Denpasar. Berdasarkan respon dari responden terhadap kuisioner yang disebarkan secara daring kepada masyarakat Kota Denpasar yang mengikuti akun sosial media Instagram brand Slashrock Gear diperoleh hasil bahwa secara umum augmented reality belum mempengaruhi keputusan pembelian secara maksimal. Penelitian ini menggunakan sampel sebanyak 100 responden, dengan metode pengambilan sampel non probability sampling. Pengumpulan data diperoleh dari hasil penyebaran kuisioner secara daring. Teknik analisis yang digunakan dalam penelitian ini adalah analisis statistik deskriptif, uji asumsi klasik, analisis jalur dan uji sobel. Hasil penelitian ini menunjukkan bahwa augmented reality (AR) berpengaruh positif dan signifikan terhadap keputusan pembelian. Augmented reality (AR) berpengaruh positif dan signifikan terhadap brand awareness. Brand awareness berpengaruh positif dan signifikan terhadap keputusan pembelian. Brand awareness berpengaruh positif dan signifikan dalam memediasi pengaruh augmented reality (AR) terhadap keputusan pembelian