PENGARUH AWARENESS, DAYA TARIK IKLAN TERHADAP BRAND ATTITUDE INDOMIE KOTA TANGSEL

Authors

  • Roby Irzal Maulana Universitas Pamulang

DOI:

https://doi.org/10.32493/jpkpk.v1i3.1143

Abstract

ABSTRAK

Penelitian ini memiliki tujuan untuk menjelaskan bagaimana peran pemediasian brand awareness pada pengaruh daya tarik iklan terhadap brand attitude mi instan Indomie di Kota Tangerang Selatan. Populasi yang digunakan merupakan konsumen Indomie di Kota Tangerang Selatan Banten. Sampel ditentukan dengan metode purposive sampling berjumlah 200 responden. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan teknik analasis jalur dan uji sobel. Hasil penelitian menunjukkan bahwa daya tarik iklan dan brand awareness masing-masing berpengaruh positif secara signifikan terhadap brand attitude serta adanya peran mediasi dari brand awareness yang memperkuat hubungan daya tarik iklan dan brand attitude.Disarankan bagi manajemen Indomie untuk lebih memperkuat daya tarik dalam iklannya sehingga sikap positif konsumen terhadap merek Indomie dapat dipertahankan melalui tingkat kesadaran merek yang tinggi.

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Kata kunci : daya tarik iklan, brand awareness, brand attitude.

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Published

2018-03-19

Issue

Vol. 1 No. 3 (2018): Jurnal Pemasaran Kompetitif

Section

Articles

License

Open Access

Jurnal Pemasaran Kompetitif  is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.

This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.

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