PENGARUH IKLAN POP-UP YOUTUBE DAN KUALITAS PRODUK TERHADAP MINAT BELI DENGAN KESADARAN MEREK SEBAGAI VARIABEL INTERVENING

Abstract

ABSTRACT

               The purpose of this study is to analyze the influence of Youtube Pop-Up Ads and product quality on purchase intention with brand awareness as an intervening variable on Garnier Facial Foam (study on FEB students at Malang Islamic University). This study uses Explanatory Research method, with Purposive Sampling technique. The population used in this study is the students of 2015 UNISMA Faculty of Economic, with 79 people as the samples. This study uses primary data with questionnaires uses as data collection methods, validity test uses as data analysis techniques, reliability test, normality test, path test, t test, and sobel test, with IBM Spss V-20 tools. The results of this study is that Youtube Pop-Up Advertisements and Product Quality have a direct effect on Brand Awareness and purchase intention, Brand Awareness has a direct effect on purchase intention, brand awareness does not mediate Youtube Pop-Up Ads on purchase intention, and Brand Awareness mediates Product Quality on purchase intention.

Keywords: Youtube Pop-Up Ads; Product Quality; Purchase Intention; Brand Awareness