PERAN BRAND AWARENESS MEMEDIASI PENGARUH IKLAN TERHADAP NIAT BELI (STUDI PADA PRODUK PASTA GIGI MEREK SENSODYNE DI KOTA DENPASAR)
ABSTRACT: The low public
awareness in dealing with sensitive dental problems by using sensitive
dentifrice-specific toothpaste products such as the Sensodyne brand makes low purchasing
intentions for these products. Purchase intention on a product can be improved
by taking into consideration factors that can drive the purchase intention. The
purpose of this study is to explain the role of brand awareness in mediating
the effect of advertising on purchase intentions. The location of the study was
held in Denpasar City involving 150 respondents with the method used is
purposive sampling. This method was chosen because it is not known exactly the
number of population. Data collection was done through questionnaires. Path
analysis technique and sobel test were selected in analyzing data. The results
of the study found that advertising has a positive and significant impact on
brand awareness. Advertising has a positive and significant impact on purchase
intention. Brand awareness has a positive and significant impact on purchase
intention. Brand awareness mediates the effect of advertising on purchase
intention. Sensodyne parties are expected to maintain and even improve the
quality of advertising, so it can cause purchase intention to consumers through
high brand awareness level.
Kata kunci: iklan, brand awareness, niat beli
Penulis: Vidya Chandra Dewi, Eka
Sulistyawati
Kode Jurnal: jpmanajemendd180074
