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All Journal Indonesian Journal of Economics, Social, and Humanities West Science Business and Management West Science Interdisciplinary Studies International Journal of Applied Economics, Accounting and Management (IJAEAM) Asian Journal of Management, Entrepreneurship and Social Science
Prima Andreas Siregar
University of Riau
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : West Science Interdisciplinary Studies

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Exploring the Impact of Advertising Appeal on Consumer Brand Awareness and Purchase Decisions in the Ready-to-Drink Packaged Tea Market: A Case Study of Teh Pucuk Harum in Pekanbaru Fauzan Azmi; Samsir Samsir; Any Widayatsari; Prima Andreas Siregar
West Science Interdisciplinary Studies Vol. 2 No. 02 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i02.411

Abstract

This study investigated the influence of advertising appeal on the brand image of Teh Pucuk Harum in Pekanbaru. This study was conducted quantitatively, using causal and descriptive research designs. A survey was conducted by distributing questionnaires; then, the data or information obtained were processed by statistical methods using SEM PLS analysis. The results show that advertising appeal significantly influences a company’s brand image (TBI). The quality of the advertising message does not have a direct effect on TBI. Advertising appeals do not affect the purchasing decision-making process. Advertising creativity does not influence the purchasing decisions of a company, and the quality of advertising messages has no significant effect on purchasing decisions. It is hoped that the company can convince consumers that the appeal of the caterpillar/endorse-shaped advertisement in the Teh Pucuk Harum advertisement is trustworthy and honest in conveying the message of the product.
Co-Authors Andi Junaidi Andri Any Widayatsari Fauzan Azmi Freshly Arrisky Henni Noviasari Ishadi Ishadi Iwan Nauli Daulay Pegy Tasia Ganeha Rani Sagita Hilmawati Restu Samsir Samsir Samsir Samsir Samsir Sri Wahyuni Wildah