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All Journal E-Jurnal Ekonomi dan Bisnis Universitas Udayana
Ida Bagus Raka Wira Yuda
Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia
Economics, Econometrics & Finance Education

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PERAN BRAND AWARENESS MEMEDIASI PENGARUH DAYA TARIK IKLAN TERHADAP NIAT BELI BLIBLI.COM DI KOTA DENPASAR Ida Bagus Raka Wira Yuda; I Gusti Ayu Ketut Giantari
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.12.NO.11.TAHUN.2023
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EEB.2023.v12.i11.p02

Abstract

This study aims to explain the role of brand awareness in mediating the effect of advertising attractiveness on purchase intention at Blibli.com in Denpasar City. This research was conducted in Denpasar City with a total sample taken of 120 respondents. The sample was determined using a nonprobability sampling model with a purposive sampling technique. The data analysis technique used is the classical assumption test, path analysis and Sobel test. The results of this study indicate that all hypotheses are accepted. Advertising attractiveness has a positive and significant effect on purchase intention, advertising attractiveness has a positive and significant effect on brand awareness, brand awareness has a positive effect on purchase intention and brand awareness is able to partially mediate the influence of advertising attractiveness on purchase intention at Blibli.com in Denpasar City. The implication of this research is that Blibli.com needs to pay attention to the implementation of advertising strategies so as to strengthen brand awareness to create purchase intentions at Blibli.com in Denpasar City. Consumers who are aware of the Blibli.com brand in Denpasar City can create consumer curiosity and interest in the Blibli.com brand, which in turn leads to consumer purchase intentions at Blibli.com.
Co-Authors I Gusti Ayu Ketut Giantari