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All Journal VISA: Journal of Vision and Ideas
Windy Fahira
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Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences

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Pengaruh Interactivity dan Entertainment terhadap Purchace Decision Industri Ritel di Indonesia Windy Fahira
VISA: Journal of Vision and Ideas Vol. 4 No. 1 (2024): VISA: Journal of Vision and Ideas
Publisher : IAI Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/visa.v4i1.1211

Abstract

This research This study aims to determine the relationship between Interactivity and Entertainment to the Purchase Decision of retail customers in Indonesia by adding the mediating variable Brand Awareness. A total of 216 respondents were obtained by distributing questionnaires through G-Form. The sampling technique used used is purposive sampling. Furthermore, the data obtained processed using structural equation modeling (SEM) method. The results This study shows the influence of Interactivity and Entertainment on Brand Awareness. on Brand Awareness. Brand awareness acts as a significant antecedent to Purchase Decision and mediates the influence of Interactivity and Entertainment on Purchase Decision. influence of Interactivity and Entertainmnet on Purchase Decision. Decision.
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