Pengaruh Interactivity dan Entertainment terhadap Purchace Decision Industri Ritel di Indonesia

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.