PERAN BRAND AWARENESS DALAM MEMEDIASI PENGARUH DAYA TARIK IKLAN TERHADAP BRAND ATTITUDE
| Main Authors: | Pandit Praschita, I Wayan, Giantari, I. G. A. Ketut |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2019
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| Online Access: |
https://ojs.unud.ac.id/index.php/Manajemen/article/view/42153 https://ojs.unud.ac.id/index.php/Manajemen/article/view/42153/28071 |
Daftar Isi:
- ABSTRACT The purpose of this study is to explain the role of brand awareness in mediating the effect of ad attractiveness on brand attitude. The population used is Shampoo Clear consumers in Denpasar City. The sample was determined by purposive sampling method totaling 110 respondents. Data were collected through questionnaires and analyzed using path analysis techniques and double test. The results showed that the attractiveness of advertising and brand awareness each had a positive and significant impact on the brand attitude and the mediating role of brand awareness that increased the relationship between ad attractiveness and brand attitude. Shampoo Clear Men must strengthen the attractiveness used in its advertisements because it will have an impact on consumer awareness of the Clear Men Shampoo brand. High brand awareness will encourage positive consumer attitudes towards the Clear Men Shampoo brand. Keywords: ad attractiveness, brand awareness, brand attitude
- ABSTRAK Tujuan penelitian ini adalah untuk menjelaskan peran brand awareness dalam memediasi pengaruh daya tarik iklan terhadap brand attitude. Populasi yang digunakan merupakan konsumen Shampoo Clear di Kota Denpasar. Sampel ditentukan dengan metode purposive sampling berjumlah 110 responden. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan teknik analisi jalur dan uji sobel. Hasil penelitian menunjukkan bahwa daya tarik iklan dan brand awareness masing-masing berpengaruh positif dan signifikan terhadap brand attitude serta adanya peran mediasi dari brand awareness yang meningkatkan hubungan daya tarik iklan dan brand attitude. Shampoo Clear Men harus memperkuat daya tarik yang digunakan dalam iklan-iklannya karena akan berdampak pada kesadaran konsumen terhadap merek Shampoo Clear Men. Kesadaran merek yang tinggi akan mendorong sikap konsumen yang positif terhadap merek Shampoo Clear Men. Kata Kunci: daya tarik iklan, brand awareness, brand attitude