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

  • Ni Komang Desi Utami Universitas Udayana
  • Ni Wayan Ekawati Universitas Udayana
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Abstrak

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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Diterbitkan
2019-10-03
##submission.howToCite##
UTAMI, Ni Komang Desi; EKAWATI, Ni Wayan. PENGARUH DAYA TARIK IKLAN TERHADAP BRAND ATTITUDE MELALUI BRAND AWARENESS SEBAGAI VARIABEL MEDIASI. E-Jurnal Manajemen, [S.l.], v. 8, n. 10, p. 5947 - 5965, oct. 2019. ISSN 2302-8912. Tersedia pada: <https://ojs.unud.ac.id/index.php/manajemen/article/view/46896>. Tanggal Akses: 15 oct. 2025 doi: https://doi.org/10.24843/EJMUNUD.2019.v08.i10.p04.
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Terbitan
Vol 8 No 10 (2019)
Bagian
Articles
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.