Analisis Variabel yang Mempengaruhi Minat Investasi Berbasis Aplikasi

Jurnal Bisnis dan Manajemen Pub Date : 2021-11-30 DOI:10.26905/jbm.v8i2.6188

Lina Affifatusholihah, Solehatin Ika Putri

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Abstract

This study considers how the direct and indirect impact from variable of advertising attitude, brand awareness, brands attitude to interest in using online investment applications. Quantitative method for data analysis using SEM Warp PLS 7.0 application with a sample of 103 people. The results of the study stated that advertising attitude had no effect on brands attitude, brand awareness had a significant positive effect on brands attitude. Brands attitude have an effect on interest in using online investment applications. Advertising attitudes have an effect on interest in using online investment applications. Brand awareness have an effect on interest in using online investment applications. Brands attitude cannot mediate the effect of advertising attitude on interest in using online investment applications. Brands attitude mediate the effect of brand awareness on interest in using online investment applications. Conclusion in this study stated that variable of advertising attitude, brand awareness, brands attitude had direct effect to interest in using online investment applications. In addition, brands attitude had indirect effect through brand awareness to interest in using online investment applications.

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影响基于应用的投资利益的变量分析

本研究考虑了广告态度、品牌意识、品牌态度等变量对在线投资应用使用兴趣的直接和间接影响。定量方法的数据分析使用SEM Warp PLS 7.0应用程序与103人的样本。研究结果表明，广告态度对品牌态度没有影响，品牌意识对品牌态度有显著的正向影响。品牌态度对使用在线投资应用的兴趣有影响。广告态度对使用在线投资应用程序的兴趣有影响。品牌知名度对使用在线投资应用程序的兴趣有影响。品牌态度不能中介广告态度对在线投资应用兴趣的影响。品牌态度中介品牌意识对在线投资应用兴趣的影响。结论:广告态度、品牌意识、品牌态度对网络投资应用的使用兴趣有直接影响。此外，品牌态度通过品牌意识对使用在线投资应用的兴趣有间接影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Jurnal Bisnis dan Manajemen

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审稿时长

12 weeks