Open AccessPENGARUH DAYA TARIK IKLAN TERHADAP BRAND ATTITUDE MELALUI BRAND AWARENESS SEBAGAI VARIABEL MEDIASI
Author(s) -
Ni Komang Desi Utami,
Ni Wayan Ekawati
Publication year - 2019
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2019.v08.i10.p04
Subject(s) - attractiveness , advertising , brand awareness , psychology , path analysis (statistics) , brand equity , business , computer science , machine learning , psychoanalysis
This study explains the influence of the attractiveness of advertising on brand awareness, the influence of attractiveness of advertising and brand awareness to brand attitude, then the role of brand awareness in mediating the influence of the attractiveness of advertising to brand attitude. This research was conducted in Denpasar City involving 110 respondents. The analysis technique used is the path. The results showed that the attractiveness of advertising affected positively and significantly on brand awareness, the attractiveness of advertising and brand awareness influenced positively and significantly on brand attitude, besides that brand awareness also significantly mediated the relationship of the attractiveness of advertising on brand attitude. PT. Wings Food is recommended to innovate and develop strategies.
Keywords: advertisement attractiveness, brand awareness, brand attitude