pengaruh brand awareness, brand image dan lifestyle terhadap keputusan pembelian thrifting di platform tiktok shop (studi kasus pada mahasiswa fakultas ekonomi dan bisnis universitas wijaya kusuma)

Arifka, Salsabilla Putri (2025) pengaruh brand awareness, brand image dan lifestyle terhadap keputusan pembelian thrifting di platform tiktok shop (studi kasus pada mahasiswa fakultas ekonomi dan bisnis universitas wijaya kusuma). [Tugas Akhir/Skripsi] (Unpublished)

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Abstract

aaaaa This research is to determine the influence of brand awareness (X1), brand image (X2), and lifestyle (X3) on purchasing decisions (Y) thrifting on the TikTok shop platform among students at the Faculty of Economics and Business, Wijaya Kusuma University, Surabaya. The population used in this research includes active students from the 2021 class of the Faculty of Economics and Business, Wijaya Kusuma University, Surabaya who have purchased or used thrifting on the TikTok shop platform. The sample in this study was 100 respondents from all economics and business faculty students. The sampling technique uses non-probability sampling, with a purposive sampling method. The analysis technique used to test the hypothesis is Multiple Linear Regression. Before testing the hypothesis, validity and reliability tests are carried out. Based on the multiple linear results of the t test, the Brand Awareness tcount was 1.503 < 1.984, while the Brand Image tcount was 3.234 > 1.984, and the Lifestyle tcount was 6.222 > 1.984. From the results of the fcount test, it is 86.392 > the ftable value is 3.09 with significance < 0.05. So it can be interpreted that Brand Awareness (X1) has no influence on purchasing decisions, however, Brand Image (X2) and Lifestyle (X3) have a significant influence on thrifting purchasing decisions on the TikTok shop platform for students at the Faculty of Economics and Business, Wijaya Kusuma University, Surabaya. Keywords: Brand Awareness, Brand Image, Lifestyle, and Purchasing Decisions.

Item Type:	Tugas Akhir/Skripsi
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	42 Salsabilla Putri Arifka Uwks
Date Deposited:	22 Apr 2025 02:08
Last Modified:	22 Apr 2025 02:08
URI:	http://erepository.uwks.ac.id/id/eprint/19831

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