English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Companies need to understand consumer behavior to attract interest in marketing activities. Therefore, it takes the advertising and brand aspect of a product that will form a consumer attitude statement. This aspect is illustrated in this research model by establishing attitudes about advertising and brand as independent variables, brand awareness as mediator variable and buying interest as dependent variable. The purpose of this research is to know: (1) direct influence of attitude about advertisement toward buying of Citra brand bath soap in Yogyakarta city; (2) indirect influence of attitude about advertisement to buying Citra brand bath soap in Yogyakarta mediated by brand awareness; (3) direct influence of brand attitudes on the buying interest of Citra brand bath soap in Yogyakarta City; (4) indirect influence of brand attitudes on the buying interest of Citra brand bath soap in Yogyakarta city that is mediated by brand awareness. This research is a survey research. The results showed that (1) there is a direct influence of attitudes about advertising on the purchase of Citra brand bath soap in Yogyakarta City. (2) There is an indirect effect of the attitude about advertising on the buying interest of Citra brand bath soap in Yogyakarta city that is mediated by brand awareness. (3) There is a direct influence of the brand attitude toward the purchase of Citra brand bath soap in Yogyakarta City. (4) There is an indirect influence of brand attitudes on buying of Citra brand bath soap in Yogyakarta city by brand awareness.     Keywords: advertising, brand attitudes, brand awareness

The Influence of Advertising and Brand Attitude on Purchasing Interest Mediated By Brand Awareness (Case Study on Citra Bath Soap in Yogyakarta City)