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All Journal Buletin Studi Ekonomi Matrik: Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan E-Jurnal Manajemen Universitas Udayana EKUITAS (Jurnal Ekonomi dan Keuangan)
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Fakultas Ekonomi Dan Bisnis Universitas Udayana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : Buletin Studi Ekonomi

 1 
PERAN BRAND AWARENESS MEMEDIASI PENGARUH DAYA TARIK IKLAN TERHADAP NIAT BELI MOBIL MEREK TOYOTA Luh Gede Indah Permata Sari; Ni Wayan Sri Suprapti; Gede Suparna
Buletin Studi Ekonomi VOL.26.NO.1.FEBRUARI 2021
Publisher : Buletin Studi Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/BSE.2021.v26.i01.p07

Abstract

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
Co-Authors A. A. Sagung Mas Christiana Naftalia Anak Agung Ayu Sriathi Bernartdictus Fandinata Candra Florentine Yovita Kurniawan Geldy Mahantara Kristindo Katu Handy Surya Jaya I Gde Made Ray Anom Dananjaya I Gede Adnya Susila I Gede Riana I Gst. A. Kt. Gd. Suasana I Gst. Bgs. Ag. Andira Eka Pradana I Gusti Ayu Audy Calista I Gusti Jaya Khrisna Putra I Kadek Alit Suarjana I Made Suhartana Putra Ida Bagus Koman Suarmaja Ida Bagus Separsa Kusuma Kadek Andika Prawira Laksana Kadek Dewi Indrawati Komang Wida Pratiwi Luh Gede Indah Permata Sari Ni Kadek Sri Widyantari Ni Luh Gede Wahyuni Ni Putu Eka Dewi Kartika Ni Putu Susiari Ni Wayan Ekawati Ni Wayan Priti Nirmala Dewi Putu Eka Surya Ananta Wijaya Sri Suprapti Yuliana Putri