Pengaruh Daya Tarik Iklan Terhadap Brand Attitude Melalui Brand Awareness Sebagai Variabel Mediasi

Utami, Ni Komang Desi; Ekawati, Ni Wayan

doi:10.24843/ejmunud.2019.v08.i10.p04

Cited by 5 publications

(6 citation statements)

References 7 publications

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“…Persaingan bisnis terhadap masa globalisasi dikala ini kian dinamis serta lingkungan sehingga industri dituntut sanggup berinovasi dalam memastikan strategi pemasaran terbaik supaya menggapai tujuan strategis yang sudah diresmikan industri (Giantari dkk., 2017) dalam (Utami & Ekawati, 2019). Dapat disimpulkan bahwa daya tarik iklan merupakanpresentasi motivasional yang memuat iklan dalam pemasaran.…”

Section: Daya Tarik Iklanunclassified

Pengaruh Daya Tarik Iklan, Kualitas Produk, Citra Merek, Serta Harga Terhadap Keputusan Pembelian Luwak White Coffee Di Toko Virdasari Desa Sitanggal Kabupaten Brebes

Siti Marselia,

Aisyah Nur Rismayanti,

Khalid Iskandar

et al. 2023

CiDEA Journal

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One of the new beverage or food industry competitions that are ready to compete and enter the market nationally is the white coffee industry. Efforts to increase promotion, price adjustments, and product quality, or need to carry out a more effective marketing strategy in accordance with the findings of market research conducted. The purpose of this study is to analyze the influence of advertising attractiveness, product quality, brand image, and price on purchasing decisions for Luwak White Coffee drinks. The quantitative approach method carried out is based on concrete research data, which is a numerical value that will be measured by statistics as a calculation test tool and related to problems, resulting in a conclusion. The population of this study was consumers of Luwak White Coffee drinks at the Virdasari store in SiDate Village. The sample was obtained from subjects 25% of the population of 332 people, obtained 83 respondents. The research instrument used is the primary data from filling out the questionnaire. The results of the study found that advertising attractiveness does not affect purchasing decisions, product quality does not affect purchasing decisions, brand image does not affect purchasing decisions, price affects purchasing decisions. Simultaneously, advertising attractiveness, product quality, brand image and price influence purchasing decisions at Toko Virdasari Desa SiDate

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Section: Daya Tarik Iklanunclassified

Pengaruh Daya Tarik Iklan, Kualitas Produk, Citra Merek, Serta Harga Terhadap Keputusan Pembelian Luwak White Coffee Di Toko Virdasari Desa Sitanggal Kabupaten Brebes

Siti Marselia,

Aisyah Nur Rismayanti,

Khalid Iskandar

et al. 2023

CiDEA Journal

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“…Sikap kosumen terhadap merek memiliki peran penting dalam pembentukan perilaku pengambilan keputusan. Berdasarkan studi yang dilakukan Utami and Ekawati (2019), sikap seseorang terhadap merek akan berdampak pada aktivitas dan perilaku dalam pengambilan keputusan. Diketahui bahwa krisis kerusahakan produk terjadi ketika produk gagal memenuhi standar keamaan tertentu atau mengandung cacat yang menimbulkan bahaya.…”

Section: Pendahuluanunclassified

Analisis Pengaruh Brand Attitude Dan Brand Quality Terhadap Brand Value Dan Brand Loyalty Pada Smartphone Samsung Di Surabaya

Rizaldy,

Kristanti,

Setyawan

2023

JUMMA

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The purpose of the research was to determine the effect of Brand Attitude, Brand Quality on Brand Value and Brand Loyalty on Samsung smartphone products. The research was conducted using a quantitative approach with the number of samples analyzed, namely 150 Samsung smartphone users in Surabaya. Data collection techniques were carried out using questionnaires and partial least squares analysis as data analysis techniques. The results showed that 1) Brand Attitude has a significant effect on Brand Value, 2) Brand Attitude has a significant effect on Brand Loyalty, 3) Brand Quality has a significant effect on Brand Value, 4) Brand Quality has a significant effect on Brand Loyalty, and 5) Brand Value has a significant effect significantly significant to Brand Loyalty.

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“…Pranata & Pramudana (2018) pada penelitiannya tentang peran kesadaran merek dalam memediasi hubungan iklan oppo dengan niat beli konsumen menyimpulkan adanya bahwa iklan berpengaruh positif dan signifikan terhadap kesadaran merek (brand awareness), menunjukkan bahwa semakin baik iklan smartphone Oppo maka akan semakin tinggi kesadaran merek. Penelitian yang dilaksanakan oleh Utami & Ekawati (2019) menyimpulkan jika semakin tinggi daya tarik iklan yang dimiliki oleh suatu produk atau perusahaan, maka akan semakin meningkat juga kesadaran merek yang dirasakan oleh konsumen terhadap suatu produk. Pada penelitian Maria et al (2019) menyatakan bahwa efektifitas periklanan berpengaruh positif dan signifikan terhadap kesadaran merek Go-Jek di Samarinda.…”

Section: Gambar 3 Model Penelitianunclassified

Peran Iklan Dan Brand Awareness Terhadap Niat Beli Pengguna Tokopedia Pada Pasca Covid-19

Setiari¹,

Ekawati²

2022

EJMUNUD

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Consumer needs in the advancement of the digitalization era by utilizing a marketplace that is quite attractive and provides convenience, especially during the post-covid-19 era. This study aims to examine the role of brand awareness in mediating the effect of advertising on purchase intention. The sample was taken by 100 respondents who live in the city of Denpasar, people who have never shopped online at Tokopedia. The analysis technique used is path analysis and using Sobel test. Research findings show, advertising and brand awareness have a positive and significant effect on purchase intention, and brand awareness is able to act as a mediator of the relationship between the influence of advertising on purchase intention at Tokopedia. Subsequent implementation is very important to innovate the advertisements displayed so as to strengthen brand awareness that is able to encourage purchase intention in a sustainable manner. Keywords:, advertising, brand awareness, purchase intention

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Pengaruh Daya Tarik Iklan Terhadap Brand Attitude Melalui Brand Awareness Sebagai Variabel Mediasi

Cited by 5 publications

References 7 publications

Pengaruh Daya Tarik Iklan, Kualitas Produk, Citra Merek, Serta Harga Terhadap Keputusan Pembelian Luwak White Coffee Di Toko Virdasari Desa Sitanggal Kabupaten Brebes

Pengaruh Daya Tarik Iklan, Kualitas Produk, Citra Merek, Serta Harga Terhadap Keputusan Pembelian Luwak White Coffee Di Toko Virdasari Desa Sitanggal Kabupaten Brebes

Analisis Pengaruh Brand Attitude Dan Brand Quality Terhadap Brand Value Dan Brand Loyalty Pada Smartphone Samsung Di Surabaya

Peran Iklan Dan Brand Awareness Terhadap Niat Beli Pengguna Tokopedia Pada Pasca Covid-19

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