VISA: Journal of Vision and Ideas
Vol. 4 No. 1 (2024): VISA: Journal of Vision and Ideas

Pengaruh Interactivity dan Entertainment terhadap Purchace Decision Industri Ritel di Indonesia

Windy Fahira (Unknown)

Article Info

Publish Date
15 Jan 2024

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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Journal Info
VISA: Journal of Vision and Ideas
Website

Abbrev

visa

Publisher

Institut Agama Islam Nasional Laa Roiba Bogor

Subject

Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences

Description

VISA: Journal of Vision and Ideas is a scientific journal for the academic community of universities and research institutions with a scope covering the results of research, studies, thoughts and ideas related to vision and solutions to various problems in the economic, social, educational, ...