Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengetahui pengaruh iklan dan promosi penjualan terhadap niat berperilaku yang dimediasi oleh citra merek pada konsumen pizza hut di kota banda aceh. sampel yang digunakan dalam penelitian ini adalah 200 konsumen pizza hut, dengan teknik pemilihan sampel menggunakan teknik accidental sampling. data dikumpulkan melalui media kuesioner dan dianalisis menggunakan structural equation modelling (sem) amos, serta efek mediasi diuji dengan menggunakan sobel test. hasil analisis menunjukkan bahwa iklan dan promosi penjualan berpengaruh signifikan terhadap niat berperilaku, dan citra merek berpengaruh signifikan terhadap niat berperilaku, serta citra merek memediasi secara parsial hubungan iklan dan promosi penjualan terhadap niat berperilaku. kata kunci: iklan, promosi penjualan, citra merek, niat berperilaku, structural equation modelling (sem)

ABSTRACT This study aims to know the effect of advertising and sales promotion on behaviour intentions mediated by brand image on Pizza Hut consumers in Banda Aceh. The samples used in this study were 200 Pizza Hut consumers, with the accidental sampling technique. Data were collected through questionnaires and analyzed by using Structural Equation Modelling (SEM) AMOS, and the mediating effect was tested by using the Sobel Test. The results of the analysis showed that advertising and sales promotions have a significant effect on behaviour intentions, and brand image has a significant effect on behaviour intentions and also partially mediates the relationship between advertising and sales promotions on behaviour intentions. Keyword: Advertising, Sales Promotion, Brand Image, Behavior Intention, Structural Equation Modelling (SEM)