TUGAS_REVIEW MATERI.docx - 1 Sobel Analysis(product of coefficient berdasarkan hasil analisis regresi mediasi dengan menggunakan metode Sobel di bawah

TUGAS_REVIEW MATERI.docx - 1 Sobel Analysis(product of...

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1. Sobel Analysis ( product of coefficient) berdasarkan hasil analisis regresi mediasi dengan menggunakan metode Sobel di bawah ini, ujilah hipotesis yang menyatakan bahwa “brand image memediasi pengaruh antara WOM (word of mouth) dengan keputusan pembelian konsumen (α = 0.10) Coefficients a Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) 11.511 7.637 1.507 .142 WOM .502 .197 .416 2.547 .016 a. Dependent Variable: brand image Coefficients a Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) 4.430 10.963 .404 .689 WOM .809 .300 .380 2.694 .011 Brand image .817 .249 .463 3.284 .003 a. Dependent Variable: keputusan pembelian konsumen 2. Seorang mahasiswa melakukan penelitian untuk menganalisis kecenderungan konsumen untuk menghindari iklan pop up (pop up advertising), karena mereka menganggap bahwa iklan pop up sangat mengganggu. Semakin tinggi persepsi konsumen terhadap gangguan iklan pop up (perceived intrusiveness), maka semakin tinggi kecenderungan konsumen untuk menghindari iklan pop up tersebut (advertising avoidance) Data yang diperoleh dari 40 orang responden adalah sebagai berikut :
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