PERAN BRAND AWARENESS DALAM MEMEDIASI PENGARUH DAYA TARIK IKLAN TERHADAP NIAT BELI
ABSTRACT: This study aims to
determine the effect of advertising attractiveness and brand awareness on
buying intentions, as well as the role of brand awareness in mediating the
effect of advertising attractiveness on purchasing intentions, a study
conducted on Vivo brand smartphone products in Denpasar City. This research was
conducted in Denpasar City by using sample size amounted to 100 people, through
purposive sampling method. Data collection was done by distributing
questionnaires measured by 12 indicators and using Likert scale. The analytical
technique used in this study is path analysis and accompanied by a sobel test.
The results of this study showed that the attractiveness of advertising has a
positive and significant impact on brand awareness. The attractiveness of
advertising has a positive and significant impact on purchasing intentions,
brand awareness has a positive and significant impact on purchasing intentions.
This study also proves that brand awareness is able to mediate the relationship
between the effects of advertising attractiveness on buying intentions.
Keywords: Ad Attractiveness,
Brand Awareness, Purchase Interest
Penulis: Dewa Ayu Diah
Paramita Dewi, I Made Jatra
Kode Jurnal: jpmanajemendd180174
