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PERAN BRAND AWARENESS MEMEDIASI PENGARUH DAYA TARIK IKLAN TERHADAP NIAT BELI MOBIL MEREK TOYOTA

Buletin Studi Ekonomi

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Title PERAN BRAND AWARENESS MEMEDIASI PENGARUH DAYA TARIK IKLAN TERHADAP NIAT BELI MOBIL MEREK TOYOTA
PERAN BRAND AWARENESS MEMEDIASI PENGARUH DAYA TARIK IKLAN TERHADAP NIAT BELI MOBIL MEREK TOYOTA
 
Creator Sari, Luh Gede Indah Permata
Suprapti, Ni Wayan Sri
Suparna, Gede
 
Description The purpose of this study is to explain the role of brand awareness in mediating the effect of advertising attractiveness on purchase intentions of Toyota brand cars in Denpasar City. This research was conducted in Denpasar City by taking a purposive sample of 110 consumers, either those who do not own a car or those who already own a car but not the Toyota brand. Data was collected through an online survey using a questionnaire in the form of a google form in the period November 2020 and analyzed using calculated average statistics and path analysis. The results of the study show that all hypotheses are accepted. The advertising attractiveness has a positive and significant effect on brand awareness, Advertising attractiveness has a positive and significant effect on purchase intention, Brand awareness has a positive and significant effect on purchase intention, Brand awareness significantly mediates the effect of advertising attractiveness on purchase intention
Tujuan penelitian ini adalah menjelaskan peran brand awareness dalam memediasi pengaruh daya tarik iklan terhadap niat beli mobil merek Toyota di Kota Denpasar. Penelitian ini dilakukan di Kota Denpasar dengan mengambil sampel secara purposif sebanyak 110 orang konsumen, baik yang belum memiliki mobil maupun yang sudah memiliki mobil tetapi bukan merek Toyota. Data dikumpulkan melalui survey online menggunakan kuesioner dalam bentuk google form pada periode November 2020 dan dianalisis menggunakan statistik rata-rata hitung dan path analysis. Hasil dari penelitian menunjukkan seluruh hipotesis diterima. Daya tarik iklan berpengaruh positif dan signifikan terhadap brand awareness, Daya tarik iklan berpengaruh positif dan signifikan terhadap niat beli, Brand awareness berpengaruh positif dan signifikan terhadap niat beli, Brand awareness secara signifikan memediasi pengaruh antara daya tarik iklan terhadap niat beli.
 
Publisher Buletin Studi Ekonomi
 
Date 2021-03-17
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://ojs.unud.ac.id/index.php/bse/article/view/70840
10.24843/BSE.2021.v26.i01.p07
 
Source Buletin Studi Ekonomi; VOL.26.NO.1.FEBRUARI 2021; 85-100
Buletin Studi Ekonomi; VOL.26.NO.1.FEBRUARI 2021; 85-100
2580-5312
1410-4628
10.24843/BSE.2021.v26.i01
 
Language eng
 
Relation https://ojs.unud.ac.id/index.php/bse/article/view/70840/38788
 
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