PENGARUH IKLAN SHOPEE COD TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND AWARENESS SEBAGAI MEDIASI PADA PELANGGAN SHOPEE DI KOTA MATARAM

Aiming to test hypotheses regarding the relationships between the formulated variables. A quantitative approach is employed, with a sample size of 75 respondents. The data in this study will be analyzed using the SEM-PLS method. The objectives of this study are to describe Shopee COD advertisements, brand awareness, and purchase decisions; to examine and analyze the effect of brand awareness on purchase decisions; to examine and analyze the influence of Shopee COD advertisements on brand awareness; to examine and analyze the impact of Shopee COD advertisements on purchase decisions; and to examine and analyze the indirect influence of Shopee COD advertisements on purchase decisions through the mediation of brand awareness. The results indicate that purchase decisions fall into the good category, advertisements fall into the excellent category, and brand awareness is good. Brand awareness has a significant effect on purchase decisions. Shopee COD advertisements have a significant impact on brand awareness. Shopee COD advertisements have a direct negative and insignificant effect on purchase decisions. However, Shopee COD advertisements have an indirect positive and significant effect on purchase decisions through the mediation of brand awareness.