Articlegold2019

PENGARUH DAYA TARIK IKLAN TERHADAP BRAND ATTITUDE MELALUI BRAND AWARENESS SEBAGAI VARIABEL MEDIASI

8 citations0/0 files storedE-Jurnal Manajemen Universitas Udayana

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

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

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2010Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers 2009The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty 2009The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty 2014Komunikasi Pemasaran Terpadu Dalam Periklanan Dan Promosi 2016The impact of corporate reputation on brand attitude and purchase intention 1991Hubungan masyarakat suatu studi komunikologis 2016Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness 2011The impact of advertising appeals and advertising spokespersons on advertising attitudes and purchase intentions

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