viii DAFTAR ISI
LEMBAR JUDUL...i
PERNYATAAN KEASLIAN SKRIPSI ... Error! Bookmark not defined. PERSETUJUAN DOSEN PEMBIMBING SKRIPSIError! Bookmark not defined. KATA PENGANTAR ... Error! Bookmark not defined. ABSTRAK ... vi
ABSTRACT ... Error! Bookmark not defined.ii DAFTAR ISI ... Error! Bookmark not defined. DAFTAR GAMBAR ... xError! Bookmark not defined. DAFTAR TABEL ... xii
DAFTAR LAMPIRAN ... xiii
BAB I ... Error! Bookmark not defined. PENDAHULUAN ... Error! Bookmark not defined. 1.1 Latar Belakang... Error! Bookmark not defined. 1.2 Rumusan Masalah ... 14
1.3 Tujuan Penelitian ... 15
1.4 Manfaat Penelitian ... 15
1.5 Ruang Lingkup ... 16
BAB II ... Error! Bookmark not defined. KAJIAN PUSTAKA ... Error! Bookmark not defined. 2.1 Landasan Teori ... Error! Bookmark not defined. 2.1.1 Media Sosial ... Error! Bookmark not defined. 2.1.2 Word Of Mouth ... 20
2.1.3 Brand Awareness ... 21
2.1.4 Keputusan pembelian ... 22
2.2 Penelitian Terdahulu ... 23
2.3 Keterhubungan Antar Variabel ... 29
2.3.1 Hubungan antara media sosial dengan brand awarenessError! Bookmark not defined. 2.3.2 Hubungan antara media sosial dengan keputusan pembelian... 30
2.3.3 Hubungan antara word of mouth dengan brand awareness ... 30
2.3.4 Hubungan antara word of mouth dengan keputusan pembelian ... 31
2.3.5 Hubungan antara brand awareness dengan keputusan pembelian ... 31
2.4 Model Analisis ... 32
2.5 Hipotesis ... 32
BAB III... 34
METODE PENELITIAN ... 34
3.1 Jenis Penelitian ... 34 3.2 Populasi dan Sampel Penelitian... Error! Bookmark not defined.
3.2.1Populasi Penelitian ... Error! Bookmark not defined.
3.2.2Sampel Penelitian ... Error! Bookmark not defined.
3.3 Jenis Data, Sumber Data dan Skala PengukuranError! Bookmark not defined.
3.4 Variabel dan Definisi Operasional... Error! Bookmark not defined.
3.5 Prosedur Pengumpulan Data ... Error! Bookmark not defined.
3.6 Metode Analisis Data Dan Pengujian HipotesisError! Bookmark not defined.
3.6.1Validitas dan reliabilitas ... Error! Bookmark not defined.
3.6.2Pengujian hipotesis... Error! Bookmark not defined.
3.6.3Pengujian efek variabel mediasi ... Error! Bookmark not defined.
BAB IV ... Error! Bookmark not defined.
ANALISIS DATA DAN PEMBAHASAN ... Error! Bookmark not defined.
4.1 Analisis Data ... Error! Bookmark not defined.
4.1.1 Karakteristik Responden ... Error! Bookmark not defined.
4.1.2 Statistik Deskriptif ... Error! Bookmark not defined.
4.1.3 Evaluasi Pengukuran Model (Outer Model) . Error! Bookmark not defined.
4.1.4 Evaluasi Struktural Model (Inner Model) .... Error! Bookmark not defined.
4.2 Pembahasan ... 61
4.2.1 Pengaruh Antar Variabel ... 61
4.3 Implikasi Hasil Penelitian ... 69
4.4 Keterbatasan Penelitian ... 70
BAB V ... 71
SIMPULAN DAN SARAN ... 71
5.1 Simpulan ... 71
5.2 Saran ... 71
5.2.1 Saran bagi Djovalyn ... 71 5.2.2Saran bagi Penelitian Selanjutnya ... Error! Bookmark not defined.
DAFTAR PUSTAKA ... Error! Bookmark not defined.
DAFTAR ISI
LEMBAR JUDUL...i
PERNYATAAN KEASLIAN SKRIPSI ... Error! Bookmark not defined. PERSETUJUAN DOSEN PEMBIMBING SKRIPSIError! Bookmark not defined. KATA PENGANTAR... Error! Bookmark not defined. ABSTRAK... vi
ABSTRACT ... Error! Bookmark not defined. DAFTAR ISI ... Error! Bookmark not defined. DAFTAR GAMBAR ... xError! Bookmark not defined. DAFTAR TABEL ...xii
DAFTAR LAMPIRAN ... xiii
BAB I ... Error! Bookmark not defined. PENDAHULUAN ...Error! Bookmark not defined. 1.1 Latar Belakang ...Error! Bookmark not defined. 1.2 Rumusan Masalah ... 14
1.3 Tujuan Penelitian ... 15
1.4 Manfaat Penelitian ... 15
1.5 Ruang Lingkup ... 16
BAB II ... Error! Bookmark not defined. KAJIAN PUSTAKA ...Error! Bookmark not defined. 2.1 Landasan Teori ...Error! Bookmark not defined. 2.1.1 Media Sosial ... Error! Bookmark not defined. 2.1.2 Word Of Mouth ... 20
2.1.3 Brand Awareness... 21
2.1.4 Keputusan pembelian ... 22
2.2 Penelitian Terdahulu ... 23
2.3 Keterhubungan Antar Variabel... 29
2.3.1 Hubungan antara media sosial dengan brand awarenessError! Bookmark not defined. 2.3.2 Hubungan antara media sosial dengan keputusan pembelian ... 30
2.3.3 Hubungan antara word of mouth dengan brand awareness ... 30
2.3.4 Hubungan antara word of mouth dengan keputusan pembelian ... 31
2.3.5 Hubungan antara brand awareness dengan keputusan pembelian... 31
2.4 Model Analisis... 32
2.5 Hipotesis ... 32
BAB III ... 34
METODE PENELITIAN... 34
3.1 Jenis Penelitian ... 34 3.2 Populasi dan Sampel Penelitian ...Error! Bookmark not defined.
3.2.1Populasi Penelitian ... Error! Bookmark not defined.
3.2.2Sampel Penelitian ... Error! Bookmark not defined.
3.3 Jenis Data, Sumber Data dan Skala PengukuranError! Bookmark not defined.
3.4 Variabel dan Definisi Operasional ...Error! Bookmark not defined.
3.5 Prosedur Pengumpulan Data ...Error! Bookmark not defined.
3.6 Metode Analisis Data Dan Pengujian HipotesisError! Bookmark not defined.
3.6.1Validitas dan reliabilitas ... Error! Bookmark not defined.
3.6.2Pengujian hipotesis ... Error! Bookmark not defined.
3.6.3Pengujian efek variabel mediasi... Error! Bookmark not defined.
BAB IV... Error! Bookmark not defined.
ANALISIS DATA DAN PEMBAHASAN... Error! Bookmark not defined.
4.1 Analisis Data...Error! Bookmark not defined.
4.1.1 Karakteristik Responden ... Error! Bookmark not defined.
4.1.2 Statistik Deskriptif ... Error! Bookmark not defined.
4.1.3 Evaluasi Pengukuran Model (Outer Model) . Error! Bookmark not defined.
4.1.4 Evaluasi Struktural Model (Inner Model) ... Error! Bookmark not defined.
4.2 Pembahasan ... 61
4.2.1 Pengaruh Antar Variabel ... 61
4.3 Implikasi Hasil Penelitian ... 69
4.4 Keterbatasan Penelitian ... 70
BAB V ... 71
SIMPULAN DAN SARAN... 71
5.1 Simpulan ... 71
5.2 Saran ... 71
5.2.1 Saran bagi Djovalyn ... 71 5.2.2Saran bagi Penelitian Selanjutnya ... Error! Bookmark not defined.
DAFTAR PUSTAKA ... Error! Bookmark not defined.
