Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk melihat pengaruh brand awareness dan social interaction terhadap purchase intention yang dimediasi oleh trust terhadap produk uniqlo. teknik pengambilan sampel yaitu dengan purposive sampling sehingga didapatkan 180 responden pelanggan uniqlo. analisis data dalam penelitian ini menggunakan metode partial least square (pls) untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarkan hasil path analysis menunjukkan bahwa brand awareness, social interaction dan trust berpengaruh signifikan terhadap purchase intention. brand awareness dan social interaction berpengaruh signifikan terhadap trust. kemudian berdasarkan hasil indirect effect ditemukan bahwa trust memediasi secara parsial pengaruh brand awareness dan social interaction terhadap purchase intention. kata kunci : purchase intention; trust; brand awareness; social interaction

ABSTRACT This study aims to see the effect of brand awareness and social interaction on purchase intention mediated by trust in Uniqlo products. The sampling technique is purposive sampling so that 180 Uniqlo customer respondents are obtained. Data analysis in this study uses the Partial Least Square (PLS) method to determine the influence between the variables involved. Based on the results of the path analysis, it shows that brand awareness, social interaction and trust have a significant effect on purchase intention. Brand awareness and social interaction have a significant effect on trust. Then based on the results of the indirect effect, it was found that mediating trust partially affects brand awareness and social interaction on purchase intention. Keywords: Purchase Intention; Trust; Brand Awareness; Social Interaction