The Influence Of Brand Awareness On Purchasing Decisions With User Generated Content As A Moderating Variable: Penelitian

Anshar Daud; Wandi Janwar; Yusniar; Syifa Pramudita Faddila; Mohammad Azharie Hamdany

doi:10.31004/jerkin.v4i1.2625

Authors

Anshar Daud Institut Teknologi dan Bisnis Indonesia
Wandi Janwar Institut Teknologi dan Bisnis Indonesia
Yusniar STAI Tgk Chik Pante Kulu Banda Aceh
Syifa Pramudita Faddila Universitas Pendidikan Indonesia
Mohammad Azharie Hamdany Universitas Gajayana Malang

DOI:

https://doi.org/10.31004/jerkin.v4i1.2625

Abstract

This research is a quantitative research with an explanatory approach.. The data used in this study is primary data that the researcher obtained directly from various sources or commonly referred to as primary sources from 295 Pose sandal customers spread throughout Indonesia. The data obtained by the researcher was analyzed using the smart PLS 4.0 analysis tool. The result in this article show that the Brand Awareness variable can have a positive relationship direction and a significant influence on Purchasing Decisions because the P-Values value is positive and below the 0.05 significance level, namely 0.001. T. The result of the P-Values value of 0.001 means that Brand Awareness can make a product more famous, widen the product's market share, and ultimately can influence Purchasing Decisions. In addition, the User Generated Content variable can also moderate the influence of the Brand Awareness variable on Purchasing Decisions because the P-Values value also tends to be positive and is below the 0.05 significance level, namely 0.000. Thus, it can be concluded that the first and second hypotheses in this article can be accepted.

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